| Title |
Community Revitalization Plan Using Local Branding Strategy - Focused on the Urban Revitalization Project Area of the 4.19 Intersection |
| Authors |
송기황(Song, Ki-Hwang) ; 박태원(Park, Tae-Won) |
| DOI |
https://doi.org/10.38195/judik.2022.10.23.5.57 |
| Keywords |
로컬 브랜딩; 브랜드 위계; 커뮤니티 비즈니스; 장소마케팅; 장소성 Local Branding; Brand Hierachy; Community Business; Place Marketing; Placeness. |
| Abstract |
As an urban regeneration strategy to strengthen a sense of place and improve the tourism economy, we studied local branding strategy utilizing local resources for the 4.19 Urban Revitalization Area. We adopted the hierarchical theory to operationalize the local branding strategy in the urban regeneration project. Then, we proposed a branding structure delivering the brand value of local resources and various community-based contents to residents and visitors. The main contents of this paper are twofold. First, we established a ‘Community Brand’ focusing on the core values such as natural, ecological, and historical resources around the ‘April 19th National Cemetery’ and ‘Bukhan-Mountain.’ Second, we proposed a ‘Place-Themed Brand’ reflecting each region’s characteristics and themes. Third, we introduced the ‘Local Contents Brand’ reflecting local resources that led to a wide range of programs, including environmental improvement, performing arts, and community festivals. Finally, in the stage of 'Brand Expansion,' we intended to link each local branding strategy through a hierarchical structure in order to add value to the local communities. The hierarchical local branding strategy requires continuous updates from citizen participation and the change in social, physical, and political changes. In this way, the local branding strategy in the urban regeneration project can help elevate the value of local brands. |