아리랑의 브랜드화 전략에 관한 연구 = Reaserch on Strategies to Develop the Arirang into a Cultural Brand

다국어 초록 (Multilingual Abstract)

Arirang is the song of the Korean brethren which not only represents us but also has great potential value. Nevertheless, Arirang has been relatively underestimated, and the lack of structured plans has curbed its further development.
For this reason, this research aims to increase Arirang's recognition in and out of Korea as the representative Korean cultural symbol to define the nation's ethnic identity and contribute to enhancing the traditional cultural image of the country as a whole. This research investigated the causes behind Arirang's comparatively undervalued potential and why it hasn't been acknowledged on global stages; the study thus searched for a strategy to establish Korea's image as a cultural nation through the 'Arirang'.
Referring to the case of Japan, New Zealand and U.K's strategies to establish their national images, the best approach for Korea is to systemize the already fixed image and emphasize certain slograns or symbols at the same time.
Arirang's value as an intangible cultural icon and as a cultural resource already has rendered its significance as a brand, and it is typically reinforced at certain times such as its selection as the South and North Korea's official united team song or the World Cup. However, as long as negative associated image related to the Japanese annexation period lingers along with it, it cannot establish itself as a strong brand image.
These are the reasons behind the failures of various previously implemented strategies; therefore, in order to develop Arirang's value as an intangible cultural icon and recreate it as Korea's cultural resource, gaining more positive responses from the public must become the priority.
I collectively researched and analyzed the present condition of Arirang's transmission and support inside and outside of Korea and the use of mass media. Combined with these factors were in-depth psychological analysis, Focus Group Interview (FGI) and surveys to analyze the unconscious cultural awareness (culture code) behind the Arirang. Through this process, I concluded sporadic quality, intangibility, negativity, locality and nonproductive character as the qualities hindering Arirang's further distribution and served them as the basis for deriving a proper strategy.
The first plan takes into account Arirang's negative image of the Japanese annexation period and lamentation which does not go along with today's Korean economic advancement and democratization. The suggested solution is to discover positive examples inherent within history and create functional, emotional and self-conscious contents based on them, thus building global human networks to heighten the pride Koreans have towards the Arirang.
Secondly, I kept in mind that the original Arirang's academic position is indistinct, leading to its sporadic research and study, and that it is an intangible cultural icon. Accordingly, I suggested defining Arirang's original image, transforming it into a cultural resource, and developing and utilizing CI as possible solutions.
Another solution suggested is connecting local enterprises with the Arirang in order to effectively manage local Arirangs through global distribution, festivals and tourist industries, recreating it into a cultural merchandise.
In addition, I deduced some policy-related implications for the government in actually putting such strategies into action. The results are first, recognizing the Arirang as an independent genre, second, founding an independent organization which specifically taking charge of the Arirang industry, and third, managing policies centered on foreign advertizement activities and cultural merchandises.

목차 (Table of Contents)

• 제 1 장 서론 = 1
• 제 1 절 연구의 목적 = 1
• 제 2 절 연구의 범위 및 방법 = 3
• 제 2 장 브랜드 전략에 대한 이론적 고찰 = 6
• 제 1 절 국가브랜드의 개념 및 이미지 구성 = 6
• 1. 브랜드의 개념 및 자산 = 6
• 2. 국가브랜드 개념 및 역할 = 13
• 3. 국가브랜드 이미지 구성요인 및 형성과정 = 17
• 제 2 절 해외 브랜드 사례 = 21
• 1. 일본의 국가브랜드 사업 = 21
• 2. 뉴질랜드의 국가브랜드 사업 = 25
• 3. 영국의 국가브랜드 사업 = 28
• 4. 시사점 = 30
• 제 3 절 아리랑에 대한 선행연구의 고찰 = 30
• 제 4 절 연구 분석의 틀 = 33
• 제 3 장 아리랑의 브랜드화 관련 현황 = 36
• 제 1 절 아리랑의 의미와 가치 및 종류 = 36
• 1. 아리랑의 의미 = 36
• 2. 아리랑의 위상과 잠재가치 = 37
• 3. 아리랑의 어원설과 종류 = 44
• 제 2 절 아리랑 관련 현황 = 51
• 1. 아리랑의 연구 및 전승현황 = 51
• 2. 지방자치단체의 아리랑 지원 = 53
• 3. 아리랑 관련 매체현황 = 56
• 제 3 절 아리랑에 대한 무의식 및 인식분석 현황 = 59
• 1. 아리랑의 무의식 조사 분석 = 60
• 2. 아리랑의 인식조사 분석 = 66
• 제 4 절 자료분석 및 문제점 = 74
• 1. 아리랑의 인식 및 현황 = 74
• 2. 아리랑의 저평가 원인 및 문제점 = 75
• 제 4 장 아리랑의 브랜드화 추진 전략 = 78
• 제 1 절 아리랑의 긍정화 = 78
• 1. 긍정적 사례발굴 = 78
• 2. 개인적 의미의 강화 = 79
• 3. 글로벌 휴먼네트워크 구축 = 80
• 제 2 절 아리랑의 체계화 = 81
• 1. 아리랑의 원형체계 확립 = 81
• 2. 아리랑의 문화자원화 = 82
• 3. 아리랑의 C.I 개발 및 활용 = 84
• 제 3 절 아리랑의 활성화 = 85
• 1. 문화상품개발 및 육성사업 = 85
• 2. 지역 아리랑 사업 연계 = 87
• 제 5 장 결론 = 89
• 참고문헌 = 92
• ABSTRACT = 96
• <부록> 설문지 = 99