도시정체성과 도시브랜드의 영향관계 및 인지특성 분석에 따른 경기도 시군의 유형분류 연구 - 서울시민과 전문가를 대상으로 한 외부적 인지분석을 중심으로-

Abstract

While the recent studies on City Brand have been mostly considered on the results-oriented City Image and City Marketing only, it is important to focus the City Identity as a value of city, when evaluating of City Brand as a process. So this study aims to propose the politic implications from a cognitive characteristics on City Identity and City Brand of cities and counties in Gyeonggi-Do as an effect analysis of external cognition(communication). Above all, it reestablished City Brand based on City Identity and considered its formation Process. Then it explored the influence factors of City Identity and City Brand, and analyzed the cognitive characteristics using Portfolio Analysis and Effect Analysis. As a result of the analysis, first, this study shows that City Brand is bound up with City Identity and should be evaluated considering Mind Identity, Behavior Identity and Visual Identity for Royalty of City Brand. Second, politic implications on each type of cognitive characteristics were summarized in the followings : Type1 needed strategic City Branding (4 cities), Type2 required improvement of City Brand (2 cities), Type3 required improvement of City Image (3 cities), Type4 urgently needed development and Improvement of City Brand based on City Identity in priority (10 cities), and Type5 actively required concentration on City Promotion for external cognition(communication) (12 cities).