가변적 아이덴티티를 활용한 도시브랜드 디자인의 특성에 관한 연구

Abstract

Background City brands play an important role in enhancing the image and value of cities. In order to secure sustainable urban competitiveness in a rapidly changing environment, the direction of city brands is important. City brands are evolving in various ways due to the development of media and consumer needs. In times of empathy, city brands can develop into the creation of cultural contents. In order to raise the value and sympathy of the cultural heritage of cities, there is a growing interest in what elements a city brand should have, and the necessity of related research has emerged. Methods The trend of city brands was examined and the Flexibility Chart proposed by Emanuel Jochum(2013) was applied to the examples of city brands. In addition, based on the type of experiential marketing proposed by Bernd H. Schmitt(2013) in experiential marketing, recent cases of overseas city brands were investigated and analyzed. Result As a result of analyzing the variability chart of urban brand, it was found that the balance of variability and identity is important in urban brand development. According to the case of strategic experience of urban brand, urban branding uses various experiential marketing methods to connect with urban spaces and components and to induce interaction with users. Conclusion City brands, using their transformative identities, provide an element of experience design that allows them to create their own story by delegating some of their control over the brand to users, and the opportunity to share this positive experience with others. In order to achieve sustainable and future-oriented design realization, systematic brand experience design method should be applied.