세방화어 따른 한국 도시브랜드 디자인 정책의 비판적 고찰 = A Study on City Brand Design P0licy in accordance with Globalization and Localization

다국어 초록 (Multilingual Abstract)

After middle of 1990s when local government system had its foundation, the city marketing strategy was introduced to Korea. From the year of 1995, the people elected head of local governments by themselves to promote competition between cities having objectives of economic development However, the local government system may give local people not only an opportunity but also threatening factors. The advent of the area of city competition represented era of brand competition to apply actively either city marketing or city brand marketing that adopted existing brand management theory. Despite values of city branding, however, the concept of city brand design was not certain. On the other hand, the city marketing in the nation often benchmarked success cases of overseas city marketing to have city competitiveness based on correct understanding and most of them was thought to commit trial and error of wrong city marketing in imitation style. This study raised problems of marketing concept of city brand design that was discussed with objective of production of cities having competitiveness in the world, and it asked for changes of paradigm and suggested new brand design policy.