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Campaigns, Governance and Urban Identity: A Study of Seoul's Branding Initiatives

초록/요약

This study delves into Seoul, South Korea, as its primary focus. It investigates Seoul's journey from an industrial stronghold to a worldwide epicenter of technology and culture, meticulously tracing the historical path of city branding within Korea. By highlighting the essential contribution of cultural heritage to shaping Seoul's identity, it builds upon earlier arguments and aligns with the importance of branding symbols like 'Haechi' and campaigns such as 'Hi Seoul,' 'I Seoul U,' and 'Soul my Seoul.' The methodology involves conducting surveys with Korean residents, foreigners residing in Korea, and expatriates abroad, as well as interviews with specialists actively engaged in promoting Seoul and Korea. Through these surveys and interviews, the research aims to gain insights into the perceptions and attitudes of various stakeholders toward Seoul's branding initiatives, with special attention paid to evaluating the effectiveness of branding campaigns in resonating with local sentiments and aligning with Seoul's cultural identity. Findings from these surveys and interviews will inform policymakers about the importance of crafting locally resonant city branding strategies amidst globalization trends.

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목차

1 Introduction 1
1.1 Motivation 2
1.2 Objective 2
1.3 Model 3
1.4 Seoul City Branding Evolution 5
1.5 Seoul City Mascot Evolution 6
1.6 Hypothesis 7
1.7 Research Questions 7
2 METHODOLOGY AND LITERATURE REVIEW 8
2.1 Methodology 9
2.1.1 Literature Review 9
2.1.2 Brand Orientation 14
2.1.3 Brand Culture 14
2.1.4 Previous ways of identifying and managing a place's image 15
2.1.5 The BCM 16
2.1.6 World Cities 18
2.1.7 Global Cities, World Cities, and Globalization 19
2.1.8 Importance of Global Cities 21
2.1.9 Economic Growth of Global Cities 21
2.1.10 City Branding and Identity 22
2.1.11 Beyond Seoul 23
2.2 Theories 24
2.2.1 Agenda-setting Theory 24
2.2.2 Framing Theory 25
2.2.3 Media Influence 26
2.2.4 Comparative Approach 26
2.2.5 Comparative urbanism 27
2.2.6 City Branding and Place Identity 28
2.2.7 Place Identity Theory 28
2.3 "I Amsterdam" Campaign: A Strategic Deep Dive 29
2.3.1 Tokyo 2020 Olympics Logo Controversy 30
2.3.2 "I Amsterdam" and the Tokyo 2020 Olympics logo controversy insights 30
3 DATA COLLECTION AND HYPOTHESIS TESTING 32
3.1 Data Collection 33
3.1.1 Methodology 33
3.1.2 Purpose and Approach 33
3.1.3 Research Design & Strategy 34
3.1.4 Data Collection Process 35
3.1.5 Primary Data 35
3.1.6 Surveys 35
3.1.7 Observations - Advantages and Disadvantages 36
3.2 Results 37
3.2.1 General Nationality 37
3.3 Section 2 Local Residents / Koreans and Foreigners 38
3.3.1 Nationality 38
3.3.2 How long have you been in Korea 39
3.3.3 In the past year, Where have you encountered Seoul city branding campaigns 41
3.3.4 How frequently do you encounter advertisements promoting travel to Korea overall 42
3.3.5 After viewing a promotional campaign, how attracted are you to search for information about Seoul 44
3.3.6 Have you ever interacted with any Seoul city campaigns 46
3.3.7 For Foreigners Only: Do you believe that the efforts made by the Seoul city government to organize inclusive events for foreigners 48
3.3.8 For Koreans Only : Do you think the efforts made by the Seoul city government to promote and integrate local Koreans, as well as encourage their participation in Seoul city campaign activities, are sufficient 49
3.4 Foreigners Abroad 50
3.4.1 My interest in Korea mainly focuses in 50
3.4.2 In the past year, have you encountered any marketing or branding campaigns promoting Seoul as a tourist destination (if Yes, specify which one) 51
3.4.2 The Seoul city branding campaigns I have encountered have made me feel 53
3.4.3 I would consider Seoul city attractive by its 54
3.4.4 Frequency Analysis - Graphs/Questions: a. How often do you encounter Seoul city branding campaigns across media platforms, b. How often do you see advertisements for traveling to Korea in general 56
3.4.5 Interactions Analysis - Graphs/Question: a. How likely are you to seek out information about Seoul after watching a promotional campaign b.Have you ever interacted with any Seoul city campaigns 57
3.5 Seoul City Branding Campaigns 59
3.5.1 Awareness and Recognition Analysis - Graphs/Questions: a. Have you seen the "I Seoul U" campaign before b. If you have seen the slogan "I Seoul U," how well do you remember it 59
3.5.2 Recognition and Affinity Analysis - Graphs/Questions: a. Can you identify 2024 new Seoul City campaign name b. How much do you like and feel identified with the new Seoul city campaign 60
3.6 Haechi / Seoul City mascot 62
3.6.1 Recognition and Exposure Analysis - Graphs/Questions: a. Can you identify the Seoul city first mascot b. Can you recognize the previous mascot of Seoul city 62
3.6.2 Where have you seen the previous Seoul city mascot 64
3.6.3 How much do you like and feel identified with the new Seoul city mascot 65
4 PROFESSIONAL INSIGHTS, RESULTS, AND CONCLUSIONS IN SEOUL 68
4.1 Interviews 68
4.2 Observations - Advantages and Disadvantages 69
4.3 Results. 70
4.4 Concepts and Theories 74
4.4.1 Media Projection 74
4.5 Context, Description, Identification of Problem and Gaps 75
4.5.1 The development of Seoul's city brand 75
4.5.2 City branding and Seoul's new mascot 77
4.5.3 Lack of a Distinct City Image and Identity, Acknowledged by Policymakers 79
4.5.4 Ambiguous Outcomes of the 'Haechi' Character Campaign 80
4.6 Description of the Problem and Gaps 80
4.6.1 Gaps 80
4.7 Evidence 81
4.7.1 Seoul's City Branding: A Case for Strategic Realignment 81
4.7.2 Limited Visibility and Recognition 81
4.7.3 Disjointed Approach Across Administrations 81
4.7.4 Government Intervention and Public-Private Sector Misalignment 82
4.7.5 A Case Study: "Seoul My Soul" Campaign 82
4.7.6 The Importance of Tourism for Seoul 82
4.7.7 Data-Driven Insights for Seoul's Branding Strategy 83
4.8 Recommendations for Seoul's Branding Strategy 83
4.9 Seoul City Branding in the Development and Cooperation Studies 85
4.10 Conclusion 86
4.11 Recommendations 88
4.11.1 Conduct Comprehensive Analyses of Past Branding Efforts 88
4.11.2 Integrate Cultural Sensitivity into Branding Narratives 88
4.11.2 Enhance Marketing and Communication Strategies 89
4.11.3 Foster Continuous Engagement and Refinement. 89
4.11.4 Strengthen Governance Structures. 90
4.11.4 Embrace Innovation and Flexibility 90
4.11.5 Expand Collaborative Partnerships 90
4.11.6 Utilize Data Analysis for Informed Decision-Making 91
4.11.7 Promote Inclusive Decision-Making Processes. 91
4.11.8 Adapt Strategies to Evolving Trends 92
5 References 93

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