도시브랜드 구성요소로서 평택시 캐릭터 활용방안 연구

Abstract

This research is to find a branding strategy using local government’s characters among city brand components as a method for positioning and creating value by recognizing a city as a brand. The research subjects were Kumamoto Prefecture, Japan, Berlin, Germany, Goyang City, Gyeonggi-do, Jung-gu, Ulsan Metropolitan City where characters were represented by local characters while utilizing characters effectively in various fields. Literature survey, online survey, Respectively. The contents of the study are as follows the background of the character introduction and the communication situation of each local government were examined and the implications of the communication in the strategic aspect were derived. Based on the results, we derived the brand communication direction applicable to Pyeongtaek city in Gyeonggi-do, which is promoting city branding through the use of characters among domestic municipalities. Specifically, it is suggested that the character personality perspective should Firstly define the character identity clearly, Second, to give the persona based on the identity of the defined character, Third, to use the storytelling technique when establishing the publicity strategy using the characters. From the point of view of character operation, First, it suggested integrated marketing communication reflecting public relations trend, Second, communication in O2O(Online to Offline) method, Third, continuous use and management of character. The local government’s character increases the liking of local area and establishes local identity according to the utilization. It also serve as a key element of regional revitalization through creating new value in the region. In conclusion, we can see that characters can be used as an effective means of raising the brand value of the region when the character’s personality, the integration of brand commnication and consistency are considered.