지방자치단체의 도시브랜드 슬로건 현황 연구- 한국 5대 도시를 중심으로 -

Abstract

Under the urban marketing strategy, local governments in Korea select city brand slogans by popular election. The purpose is to change the city brand slogan of the 7th and 8th popular elections. As of January 2023, this study targeted Seoul, Busan, Incheon, Daegu, and Daejeon, the top five metropolitan cities in population. According to the current paper survey, the basic elements of urban brand slogans are summarized, information on popular slogans in each city is collected through SNS, the 7th and 8th popular slogans are compared, and the content and symbol analysis are compared and analyzed by case. In the 7th election content analysis, the utilization of urban brand slogans in the 5 major cities was analyzed, the linguistic symbols and slogans and future development strategies of the city were analyzed, and in the 8th civil election, the symbolic design of the new slogan was analyzed. First, a study found that all five large cities have their own oriented future development goals. Second, urban brand slogans lack linguistic characteristics and uniformity of brand values. Third, city brand slogans and linguistic symbols should be supplemented. The study found that both the 7th and 8th popular elections have fixed urban values, and slogans change frequently, resulting in poor citizens' identity and lack of consistency, so it is necessary to supplement the linguistic symbolism of urban brand slogans. It also aimed to promote the city by combining the uniqueization of the city and the culture of intangible assets to gain identity.