서울의 도시정체성과 도시브랜드의 영향요인 및 중요도 분석 －서울시민과 전문가를 대상으로 한 내부 커뮤니케이션분석－

Abstract

While the precedent 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. So this study aims to propose the politic implications from an influence relationship analysis on City Identity and City Brand of Seoul as an effect of internal 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 and the importance by each factor. As a result of the analysis, first, while ‘Hi-Seoul’, City Branding of Seoul, is achieved good results as an external communication, it would not gain the sympathy with Seoul Citizens internally. Second, this study show 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. Third, Soft Branding focused on Social Value was thought to be more important than Physical Environment of the built structures on Seoul Citizens. Especially, they have been recognizing Seoul as Traditional Culture City and thinking City Brand need to consider City Vision of what Citizens want.