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The Analysis on Integrated brand of Local government
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지방자치단체의 통합브랜드에 대한 분석

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Type
Academic journal
Author
Journal
The Korea Society of Digital Policy & Management 디지털융복합연구 디지털융복합연구 제13권 제11호 KCI Accredited Journals
Published
2015.1
Pages
109 - 118 (10page)

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The Analysis on Integrated brand of Local government
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Abstract· Keywords

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Brand integration is necessary for the effective development and implementation of local brand. However, integrated brand can’t be successfully used without 2 key points, concrete foundation and effective use of the brand image. The brand integration research was operated by selecting eight states council and 10 local cities that have more than one million populations. In states side, seven of eight states were experiencing lack of effective development and controlling process. On the other hand, integration effort need to be made in 10 city brands, though brand controlling process was not bad. It seems that brand improvement process that can express variety of important meaning in one simple integrated brand image is necessary. Therefore, we need to make effort to develop those integrated brands by setting brand strategies that could easily deliver wide range of meanings with simple image and making manuals to systematically manage them.
#지역브랜드 #통합브랜드 #지방자치단체 #브랜드 #슬로건 #로고 #Local brand #Integrated brand #Local government #Brand #Slogan #Logo

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References (16)

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Choi won Ju / 2011 / Research for Identity construction of City Brand / Journal of KSSSS 22 : 5 ~ 15 google schola Hwang Hyuntaik / 2010 / A Study on City Brand Design Policy in accordance with Globalization and Localization / Journal Packaging Culture Design Research 27 : 1 ~ 12 google schola Kim You Kyung / 2006 / The Role and Strategic management of Place Branding, Competitive Edge in Brand Marketing Strategy / Brand Forum 51 : 8 ~ 23 google schola Kim You Kyung / 2014 / The 25 Years’review of brand management and its issues :Focused on key findings of Korea / Jourmal of Advertising Research 25 (8) : 155 ~ 178 google schola Lee Jung Hun / 2006 / System and method of Local Branding Strategy 4 google schola

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