The Development of Place Branding for Urban Regeneration

서지정보

· 발행기관 : 전북대학교 부설 휴양및경관계획연구소
· 수록지 정보 : 휴양및경관연구 / 9권 / 4호 / 33 ~ 42페이지
· 저자명 : 황선영

초록

The purpose of this study is to explore the development method of differentiated place branding for the revitalization of city through the establishment of place branding for urban regeneration. It is to suggest the necessity for providing the analysis of cultural symbol elements of each city based on the successful case. The urban regeneration is to eliminate the negative image of decayed and undeveloped old city which is to pursue the process of cultural, social and economic revitalization. By pursuing the strategy of urban development, the establishment of effective place branding is to improve the quality of life and to secure urban competitiveness. For a successful place branding, the strategies of active place branding must be adopted towards the image creation that can further raise the status of a given image. The core value of a place must be recognized and, in the process, this value must be maximized while conforming to the demands of the consumers. It is in this image creation process that the use of cultural symbol elements become a necessity. The value of place branding lies in its important role in raising the brand value of a region or a city. The development of the value of place branding has contributed the creation of economic value added through the materialization and symbolization of local cultural symbol elements. The relative importance of cultural symbol elements will be analyzed to establish differentiated place branding which recognizes local characteristics. As a result, it is necessary to pursue the strategy of place branding by using cultural resource of the historicity, distinctiveness, and symbolism of regions.

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