도시브랜드 슬로건의 개발: 국내 및 해외 도시간의 비교

다국어 초록 (Multilingual Abstract)

Recently brand slogans have been rapidly spread in home and abroad cities. the belief being that slogans are one of efficient means on advertising and promotion of their cities. This study dealt with two questions on brand slogan development: What are differences between domestic and foreign cities in terms of the reasons to develop brand slogans. their forms. and major issues concerned with brand slogan development? And what are the problems and challenges in developing brand slogans? To answer these questions. the author examined the Internet materials searched 111 each of www.yahoo.com and kr.yahoo.com. while using ``city brand slogan`` as a key phrase. The results revealed that domestic cities`` reasons to develop brand slogans were perception of competitiveness with rival cities and need of advertising place products. For budget sizes and approaches of brand slogan development, however no big differences were found. The issues of developing brand slogans were found duplications. English expressions selected by not-native speakers in domestic cities. while those of foreign cities largely whether a brand slogan really reflects the tradition or ul1lque attributes of a city. There has been little study on brand slogans in the government sector. This study contributes to provide information for enhancing the understanding of brand slogan development and issues which are worthy of concern for a brand slogan.