창의도시 브랜드 아이덴티티 시스템에 관한 연구

Abstract

Since the end of 20th century, the fall of the traditional industries in the West has led to the emergence of the creative city. The creative city pursues sustainable development, which based on the creativity, creative class, creative industry and creative space. In order to build an effective creative city strategy, it is needs to be identified and managed is the brand identity strategy. The creative city maintains unique identification structures and elements compared to the ordinary city. Therefore this study aims to determine the composition and dimensions of the creative city brand identity and proposes a comprehensive system. To achieve the objectives of the research, literature review was conducted, free association survey, big data survey and factor analysis were conducted based on data from Koreans and Chinese. The results are as follows 1) There are 27 brand identity elements such as, security, well-being, social activity, anthropocentricity, eco, public awareness, tourism dainties, architecture, natural environment, cultural facilities, education, tradition, convergence, planning·regeneration, service, internationalization· multiculturalism, lifestyle, automation, ultramodern tech, digital, value, culture & art, design, creative cultural industry, content, event and communication. 2) 27 elements were derived by 6 factors. Social benefit(security, well-being, social activity, anthropocentricity, eco, public awareness), Urban resources(tourism dainties, architecture, natural environment, cultural facilities, education, tradition), Urban planning(convergence, planning·regeneration, service, internationalization· multiculturalism, lifestyle), Scientific Technique(automation, ultramodern tech, digital, value), Culture Creativity(culture·art, design, creative cultural industry) and Promotion(content, event, communication). 3) It is expected a 6 factors and 27 elements in creative city brand identity system, which is expected to be used as a key framework for establishing and implementing brand identity strategies for creative cities in the future.