엑스포의 브랜드화 전략 연구

Abstract

With the increasing income, Movements are actively taking place to improve the competitiveness among cities and countries. During this, Branding Expo is situated as an important factor in determining the attractiveness of the cities, further countries. Mega-events such as the Certified Expo contributes to enhance the brand value of the local tourism products through improving regional recognition and image. At the same time, It contributes to vitalize the local economy through increased tourism income and attract tourists, and build a tourism infrastructure in regional development dimension. With significantly changed the understanding of the international community about the Expo, such as a mega event, the perception that Expo is used as a means of leaps and regional development of the national economy and national unity is spreading. Therefore, many countries are competitively rushing to host the Expo. Expo is an opportunity to recognize the nature of national identity and national brands as well as giving us a country's planning, ideas and information, the capacity to deal with design. In this study, I was looking for branding strategies and plans for future by analyzing the current status of the domestic and international, certified and unofficial Expos in order to propose the direction of brand development for improving the image of the country and city, the importance and the role of the Expo(Mega Event Design) brand design development. As a result, that derives Expo brand strategies which are establishing a differentiation strategy as a brand identity, designing an unofficial Expo as a regional tourism brand content, and constructing an accredited certification system of an unofficial Expo.