문화관광형시장의 브랜드 네이밍 개명에 따른 통합 브랜드 커뮤니케이션의 적용에 관한 연구

Abstract

With the government's project to promote traditional market starting in 2008, it aims to be a research that will help revive the traditional market through the results of integrated brand communication in the culture and tourism market, which has renamed Neaming. This study examines the market naming implications and the basic elements of brand identity of 18 markets that have been constructed with unique integrated brand by renaming the naming at the time when the culture tourism type market develops the brand identity. And extracted the reference attributes of naming selection. As a representative example, a well-integrated brand communication activity has been successfully conducted by selecting the market that is active in the market by applying well-established elements of the integrated brand to the present so that consistent integration Brand communication activities. The main point of this study is that it is important to utilize integrated brand communication as an integrated brand building process in the early stage of brand identity development in order to revitalize traditional market. In conclusion, naming, which makes good use of the characteristics and characteristics of traditional markets, has a great influence on the establishment of the traditional market and the various projects and activities of the market.