Matches in SemOpenAlex for { <https://semopenalex.org/work/W2979699990> ?p ?o ?g. }
Showing items 1 to 75 of
75
with 100 items per page.
- W2979699990 endingPage "55" @default.
- W2979699990 startingPage "37" @default.
- W2979699990 abstract "This study, as part of the 7030 project, which celebrates in 2019 the 70th anniversary of the establishment of Daejeon as a city and the 30th anniversary of its promotion to a Metropolitan City, places its first purpose on analysing the internal and external marketing-related environments of the city and accordingly, identifying core values (keywords) for the city marketing and finally, suggesting an alternative brand slogan comprising the keywords. A second purpose is, for the purpose of achieving the slogan, to define power brands through the exploration, classification, and assessment of the existing brand assets. Firstly, this study identifies 18 keywords based on the internal and external environmental analysis and, based on two criteria, whether the value is shared by citizens and how it differentiates Daejeon from other cities. The study suggests a revised slogan: “a city of innovation and capacity, pursuing a life of composure and dignity”. Subsequently, to actualize this slogan, this study detects a total of 423 city brand assets and classifies them into eight categories, based on which it conducts an AHP analysis and computes the relative weights of the categories, while it conducts the IPA to evaluate the levels of the recognition and importance of each asset. The AHP weight evaluation, as well as the IPA, is conducted by a citizen planning board of about 50 people. The results of such a group evaluation differs by the background of the rater, and acknowledging the tendency, this study suggests how to interpret and utilize the evaluation results. Finally, it computes the final power brand asset score, which is a function of the AHP weight and IPA point. Such a power brand selection process is then used to develop guidelines and principles for the marketing of each category of brand assets." @default.
- W2979699990 created "2019-10-18" @default.
- W2979699990 creator A5016369700 @default.
- W2979699990 creator A5037734650 @default.
- W2979699990 creator A5084486150 @default.
- W2979699990 date "2019-10-15" @default.
- W2979699990 modified "2023-10-06" @default.
- W2979699990 title "Review on the process of identifying a city brand slogan and power brand assets" @default.
- W2979699990 cites W1993807571 @default.
- W2979699990 cites W1996786918 @default.
- W2979699990 cites W2062228572 @default.
- W2979699990 cites W2069445947 @default.
- W2979699990 cites W2148969947 @default.
- W2979699990 cites W2994818077 @default.
- W2979699990 doi "https://doi.org/10.14246/irspsd.7.4_37" @default.
- W2979699990 hasPublicationYear "2019" @default.
- W2979699990 type Work @default.
- W2979699990 sameAs 2979699990 @default.
- W2979699990 citedByCount "2" @default.
- W2979699990 countsByYear W29796999902020 @default.
- W2979699990 countsByYear W29796999902021 @default.
- W2979699990 crossrefType "journal-article" @default.
- W2979699990 hasAuthorship W2979699990A5016369700 @default.
- W2979699990 hasAuthorship W2979699990A5037734650 @default.
- W2979699990 hasAuthorship W2979699990A5084486150 @default.
- W2979699990 hasBestOaLocation W29796999901 @default.
- W2979699990 hasConcept C111919701 @default.
- W2979699990 hasConcept C112698675 @default.
- W2979699990 hasConcept C144133560 @default.
- W2979699990 hasConcept C162853370 @default.
- W2979699990 hasConcept C17744445 @default.
- W2979699990 hasConcept C199539241 @default.
- W2979699990 hasConcept C2780619561 @default.
- W2979699990 hasConcept C33923547 @default.
- W2979699990 hasConcept C41008148 @default.
- W2979699990 hasConcept C42475967 @default.
- W2979699990 hasConcept C87345402 @default.
- W2979699990 hasConcept C94625758 @default.
- W2979699990 hasConcept C98045186 @default.
- W2979699990 hasConcept C98147612 @default.
- W2979699990 hasConceptScore W2979699990C111919701 @default.
- W2979699990 hasConceptScore W2979699990C112698675 @default.
- W2979699990 hasConceptScore W2979699990C144133560 @default.
- W2979699990 hasConceptScore W2979699990C162853370 @default.
- W2979699990 hasConceptScore W2979699990C17744445 @default.
- W2979699990 hasConceptScore W2979699990C199539241 @default.
- W2979699990 hasConceptScore W2979699990C2780619561 @default.
- W2979699990 hasConceptScore W2979699990C33923547 @default.
- W2979699990 hasConceptScore W2979699990C41008148 @default.
- W2979699990 hasConceptScore W2979699990C42475967 @default.
- W2979699990 hasConceptScore W2979699990C87345402 @default.
- W2979699990 hasConceptScore W2979699990C94625758 @default.
- W2979699990 hasConceptScore W2979699990C98045186 @default.
- W2979699990 hasConceptScore W2979699990C98147612 @default.
- W2979699990 hasIssue "4" @default.
- W2979699990 hasLocation W29796999901 @default.
- W2979699990 hasOpenAccess W2979699990 @default.
- W2979699990 hasPrimaryLocation W29796999901 @default.
- W2979699990 hasRelatedWork W1527106072 @default.
- W2979699990 hasRelatedWork W1750555865 @default.
- W2979699990 hasRelatedWork W1874610377 @default.
- W2979699990 hasRelatedWork W2045007867 @default.
- W2979699990 hasRelatedWork W2428611305 @default.
- W2979699990 hasRelatedWork W2794110769 @default.
- W2979699990 hasRelatedWork W2885736391 @default.
- W2979699990 hasRelatedWork W3172288806 @default.
- W2979699990 hasRelatedWork W78485640 @default.
- W2979699990 hasRelatedWork W2162746013 @default.
- W2979699990 hasVolume "7" @default.
- W2979699990 isParatext "false" @default.
- W2979699990 isRetracted "false" @default.
- W2979699990 magId "2979699990" @default.
- W2979699990 workType "article" @default.