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The Process of Brand Building: Seoul city ‘itourseoul’ brand case study

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2013, 18(7), pp.125-137
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science

Lee Jae Jin 1 Sung Yong Yoon 2

1한국외국어대학교
2경성대학교

Accredited

ABSTRACT

Seoul city provided u-tourism services for inbound tourists' convenience. These services began in April, 2010 and were completed in advanced way by the end of 2011. Seoul city developed a brand fit to the new services simultaneously for communicating it. Recently, there are so many cities in the world that steadily try to give favorable impression and images to people. In the study, we analyze the process of brand building to present a guideline for city brand and tourism service brand building. The study includes a series of brand making process such as environment of brand, customer analysis, design of brand platform, brand hierarchy, visualization of various brand factors, strategies of operation and performances of brand awareness and draw a conclusion and suggest an advice. As for implication, the study shows the necessity of service brand launching plus Seoul official brand(Hi, Seoul), the service brand including ubiquitous concept, development of brand factors with complementarity and observation of systematical methodology.

Citation status

* References for papers published after 2023 are currently being built.