A Study on Strategic City Brand Policy : Based on the comparative analysis of city brand slogans in Seoul and overseas case studies
Abstract
All cities have constructed city branding strategically to intensify their competitiveness in global arena. Seoul Metropolitan has launched city brand in policy-level since 2003 and they have struggled to utilize city branding until now. This study explores the changes in Seoul’s city brand in order to suggest a future direction for such efforts. The research is grounded in various domestic and foreign theories and case studies are considered...
Paper Details
Title
A Study on Strategic City Brand Policy : Based on the comparative analysis of city brand slogans in Seoul and overseas case studies
Published Date
Jul 1, 2021
Volume
19
Issue
7
Pages
41 - 50
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