해항도시 리브랜드 사례를 통한 도시브랜드 전략 유형화 연구

Abstract

Seaport city serves as a hub for human, material and information exchange as a trading city where ports adjacent to the sea act as an important function of the city and connect the continent historically and culturally through the sea. Amid the rise of world cities that play the role of a 21st century country, various movements are being detected in the seaport city, including revitalizing the economic and tourism industries, promoting new ethnic identity, and forming a complex and new culture. Accordingly, it analyzed the connection between urban branding and expression strategies according to the complex functions of the seaport city. Through the re-brand of five seaport cities at home and abroad, we looked at city brand purposes, city brand strategic directions, symbols, and visuals. As a result, the following 3 types of city brand strategies could be classified according to the strategic direction of the Seaport city. The expression strategy of ‘image creation type’ was used in the city brand strategy type focused on economic and industrial assets, ‘image reinforcement type’ in the city brand strategy type focused on culture and urban ecosystem, and ‘image change type’ in the city brand strategy type. Since all cities have assets of different personalities, it would be necessary to characterize them to build urban differentiation and develop a brand strategy that fits the vision of the city.