The purpose of this study was to provide useful implications for various level of local governments in Korea which are their destinations as attractive brands. In particular, in order to emphasize the local resident participation in local branding, the interrelationships among the place brand complexity, place satisfaction, place identity and intentional for spreading the word of mouth were examined. This study approached the place branding from a social function perspective, and it is also based on the theoretical background that considers place branding as a complex phenomena when considering local residents. A total of 310 samples, collected during the month of August 2019, was used for empirical data analysis. The analysis of the data was conducted to analyze frequency, reliability, correlation, confirmatory factors, and SEM (structural equation modeling). The SEM analysis results are as follows: First, it was found that place brand complexity had a significant influence on place satisfaction, place identity, and place commitment. Second, it was found that place satisfaction, place identity, and place commitment had a significant influence on word of mouth. These results solidify the theoretical foundation that the level of place brand complexity should be managed through the active participation of local residents. In addition, it provides useful directions in practice to actively engage residents when local governments establish a place brand policy as part of tourism marketing.