도시 브랜드 향상을 위한 리모델링 플레이스 브랜딩의 활용

Abstract

As the world is globalized, the boundary between countries is collapsing and city plays an important role in vitalizing economy and increasing competitiveness. With the introduction of place branding that makes specific place or space of city branding, the importance of place becomes more important. However, in Korea, as place branding has focused on producing tangible output without considering long term vision or specific strategies, enormous amount of money and time has been wasted. This problem is serious in that it can lead to inefficiency setting outcome against investment cost and survival power of place does not last long. Contrastingly, as a result of the examination of the branding cases of remodeled places in the major cities in the world, as they have been analyzed in this research, we have found that they have the common characteristics of extended using of the resources, such as previous given conditions, their unique traditional culture, or their history, as well as the least remodeling for improving functionality and aesthetic values. It means that they preserve the various values that have been accumulated in the given places and add their innovative strategies on them, so that the places could be re-birthed as the whole new ones. Moreover, they have been interested in due to their successful branding of the places, which are ingenious, full of creativity, and attractive to majority of people. As you can see from the cases, remodeling is available as an important strategy in place branding. Hopefully, place branding by remodeling which is demonstrated as having a lot of advantages and effects would be further developed using various methods and strategies.