부산시 도시브랜드전략에 관한 탐색적 고찰

Abstract

Cities around the globalisation press forward with city brand strategy to promote the brand value of their city, as a way of enhancing the city competitiveness and developing a city through boosting its image. Busan city is also, competition between cities aiming at being a cultural city is increasing, and from government agencies to civic organisations, interest in city culture is growing rapidly. In the term of arrangement of standard for city branding, a strategic method which will differentiate city from other cities by strengthening competitiveness of the city in the course of utilising material or immaterial assets is needed. The cases were consisted of domestic and overseas developed countries such as Paris, London, Sydney, Seoul, Daegu, and Incheon, which have former experiences in city branding to promote the city branding strategy of Busan. The six cities were investigated into branding perspective. After that, the brand personality and future work of Busan suggested the city brand strategy based on case study and some implication. In the term of exploratory study for city branding, a strategic method which will differentiate Busan from other cities by strengthening competitiveness of Busan in the course of utilising tangible or intangible assets is needed. Therefore, exploring study for the policy measurement for improving the brand strategy of a city is the principal purpose of this thesis.