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Suggested City Branding using OSMU derived from palce name -Focused on Festival Contents of Yongin-city in Gueonggi case-

  • Journal of Communication Design
  • Abbr : JCD
  • 2018, 64(), pp.155-170
  • DOI : 10.25111/jcd.2018.64.12
  • Publisher : CDAK Society of Communication Design
  • Research Area : Arts and Kinesiology > Design > Visual Information Design > Information Design
  • Received : June 14, 2018
  • Accepted : July 25, 2018

Lim Su Kyung 1

1단국대학교

Accredited

ABSTRACT

In the 2000s, cultural contents are being developed considering the economic level of each city and the individuality of local culture. Despite these efforts, the city branding strategy still needs to be more compact. In this study, we try to derive a unique city branding plan by eliminating the festival content elements which can be carried out only in Yongin City during the process of reviewing and renovating the place name among the projects promoted by Yongin City in Gyeonggi Province to establish differentiated Korean city branding globally . At this time, I would like to take advantage of Anholt-FGF's urban brand index factors for the effects that can be expected in the development and utilization of cultural This study is limited to Yongin city in Gyeonggi province, but it can be expected to be worthy of research value in terms of being used as a methodology to exclude the cultural contents elements of many cities that want to promote urban branding. In addition to the development of individual contents of Yongin City's natural place names, if Yongin City branding is constructed through long-term strategic linkage of contents, synergies will be created. In addition, it is presumed that urban brand formation and development, development and re-creation will continue as long as communication is assumed in one direction, not communication

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