서울시 환경

문서에서 (1)(2) 서울시 도시브랜딩전략 연구 Branding Seoul Strategy (페이지 130-0)

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-국가와 서울시의 브랜딩 네트워크를 어떻게 구축할 것인가

-국가브랜딩 및 브랜딩 서울 전략 수립을 위해 어떻게 협력할 것인가

-브랜딩 서울을 위한 국가브랜드시스템을 어떻게 구축할 것인가

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The Oxford American Dictionary, 1980

The Pocket Oxford Dictionary of Current English, 1934

1.

2. 「Seoul」 Brand Equity Survey

3. _

부 록

부 록

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Seoul Brand Equity Survey

부록 2

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How old are you ?

18 or under 19~24 25~34 35~44

44~54 55~64 over 65

What is your gender? male female What's your nationality? _______________________

Which city are you living in?(your country town) ____________________

What was the main purpose to visit Seoul? Please select the two which were top priorities.

leisure, recreation or holidays visiting friends or relatives business or professional activities business investment education and learning beauty & medical treatment Other ___________________________________

1. These are symbols of Seoul. Which ones have you known already? Please select the two which you know best

Symbols which you selected

Dongdaemun & Namdaemun Museum

No place is authentically Seoul other( ) Which place best reflects the modernized Seoul distinctively?

Cheonggyecheon Namsan N-tower

HanRiver park 63-city building

Myeongdong COEX

No place is distinctively Seoul other( )

Which of the following best reflects the status of infrastructure facilities of Seoul ?

Subway Bus central lane

Insufficient parking spaces Jammed road

High-rise building HanRiver bridges

No place reflects the status of infrastructure of Seoul other( )

What kind of experience have you enjoyed In Seoul distinctively?

Shopping Art & cultural performance

Traditional culture experience Festivals

Food & Restaurant Health & Beauty Care

3. [Brand Competition] Please select the cities based on your priority from 1 to 5 The City is a safe place in terms of public security

Beijing Seoul Singapore Taipei Tokyo

The City is authentic by combining historical past with modern culture

Beijing Seoul Singapore Taipei Tokyo

The City provides attractive policy measures for business investment

Beijing Seoul Singapore Taipei Tokyo

The City provides the high quality of services to tourists

Beijing Seoul Singapore Taipei Tokyo

The City provides the qualified living conditions through the designed facilities

Beijing Seoul Singapore Taipei Tokyo

The City has the most representative brand slogan

Beijing(Beijing international) Seoul(Hi Seoul) Singapore(Uniquely Singapore) Taipei(Touch Your Heart) Tokyo(Yes Tokyo)

4. [leadership] Please select the cities based on your priority from 1 to 7 I respect the city leading the global community with an appealing vision

Beijing London New York

Paris Seoul Sidney Tokyo

I respect the city as a responsible city of global environmental support

Beijing London New York

Paris Seoul Sidney Tokyo

I respect the city offering a promised policy consistently

Beijing London New York

Paris Seoul Sidney Tokyo

5. [Relation] Please select the one I trust Seoul

Strongly Disagree - - - - Strongly Agree I trust brands of Hi Seoul logo

Strongly Disagree - - - - Strongly Agree I admire the uniqueness of Seoul

Strongly Disagree - - - - Strongly Agree I admire the cultural authenticity of Seoul

Strongly Disagree - - - - Strongly Agree I am proud of Seoul

Strongly Disagree - - - - Strongly Agree I am proud of being a Seoul citizen

Strongly Disagree - - - - Strongly Agree Please select the image you prefer.

I expect the leader of the global city Seoul to be OOO . Please select your two favorite

Hero innocent responsible explorer

care giver creator ruler other _________________________

6. [loyalty] Please select the one

I would like to revisit Seoul

Strongly Disagree - - - - Strongly Agree

I would recommend Seoul for my family and friend to visit

Strongly Disagree - - - - Strongly Agree

I would purchase brands designed in Seoul

Strongly Disagree - - - - Strongly Agree

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※ 협조해 주셔서 진심으로 감사드립니다.

영 문 요 약 (Abstract)

영 문 요 약

Branding Seoul Strategy

Kyung-Mi Lee ․ Chan-Dong Kim ․ So-eun Kim

Seoul metropolitan government has made efforts to branding Seoul last decades. Yet there is a lack of strategic approach to define what a brand of Seoul is and how Seoul can achieve more valuable brand equity compared to other competitive cities. This study aims for defining the concepts of a city brand and city branding. In particular, we focus on developing strategic directions for branding Seoul based on strategy system for city branding.

Taking a survey throughout the citizens of Seoul and overseas, we explore the current position of brand seoul in terms of brand equity. To examine the extent to which Seoul has developed branding management, we take a survey towards government officials. The results are ranged from low-medium to medium-high level. Specifically, the global leadership compared to other Asian cities and global cities is taken as the lowest level. We finally elaborate some strategic directions for branding Seoul. Especially, Seoul needs to specify

‘Brand Seoul 2020 Vision’ to develop a unique Seoul branding system based

on strategic principles, strategic environment, strategic brand system, and

strategic governance.

Table of Contents

1. Theoretical Background 2. Analysis Framework

1. City Brand 2. City Branding

3. City Branding Strategy

1. Branding Seoul Preparatory(2000~2002) 2. Branding Seoul Introduction(2003~2006) 3. Branding Seoul Take-off(2007~2009)

1. Brand Seoul Equity

2. Branding Seoul Management

1. Branding Seoul 2020 Vision 2. Branding Seoul Environment 3. Brand Seoul System(BS-S) 4. Branding Seoul Governance(BS-G)

시정연 2010-PR-23

서울시 도시브랜딩 전략연구

발 행 인 정 문 건

발 행 일 2010년 10월 15일

발 행 처 서울시정개발연구원

137-071 서울특별시 서초구 서초동 391 전화(02)2149-1234 팩스(02)2149-1025 값 6,000원 ISBN 978-89-8052-752-6 93320

본 출판물의 판권은 서울시정개발연구원에 속합니다.

문서에서 (1)(2) 서울시 도시브랜딩전략 연구 Branding Seoul Strategy (페이지 130-0)