| Title |
A Study on the Place Branding Strategy - Focusing on the Case of Chuncheon Culture-Industry Complex - |
| Keywords |
Place Marketing ; Place Branding ; Destination Branding ; Chuncheon Culture-Industry Complex |
| Abstract |
This study aims to deal with place branding strategy, which is a part of image building process, in order to create values and increase attractiveness for a specific land or region with creative ideas and commodities. The term of ‘place marketing’ is in general used for public sectors' efforts such as a city or a nation, to attract investors or visitors. In this study, the concept of place branding is extended to the private sectors' urban or regional development activities, as well as public sectors. The terms, place marketing, destination branding, and place branding, are often used in similar contexts. Recently, however, ‘place branding’ gains popularity among scholars, with the journal called ‘Place Branding and Pubic Diplomacy'. The concept of place branding is also well acquainted with Korean local governments to strengthen their regional competitiveness, especially for the time of election in recent years. Nonetheless, the importance of place branding strategy to value creation efforts for a city or a region can not be overemphasized. As the scattered factories and offices around Seoul Metropolitan region are moving to Chuncheon Culture-Industry Complex(CCIC), the site was selected as a case study of place branding strategy. The CCIC's core spirit and place branding strategy were prepared and applied to the site as an initial schematic phase. For successful place branding of CCIC, diagnosis on the current situation and direction for future were proposed. |