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- W3191768868 abstract "All cities have constructed city branding strategically to intensify their competitiveness in global arena. Seoul Metropolitan has launched city brand in policy-level since 2003 and they have struggled to utilize city branding until now. This study explores the changes in Seoul’s city brand in order to suggest a future direction for such efforts. The research is grounded in various domestic and foreign theories and case studies are considered from previous studies related to the place marketing, city marketing, and city branding. Relevant data were collected and analyzed, indicating that an unsure city brand requires strategic governance among stakeholders and civic consensus." @default.
- W3191768868 created "2021-08-16" @default.
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- W3191768868 date "2021-07-01" @default.
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- W3191768868 title "A Study on Strategic City Brand Policy : Based on the comparative analysis of city brand slogans in Seoul and overseas case studies" @default.
- W3191768868 doi "https://doi.org/10.14400/jdc.2021.19.7.041" @default.
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