Cities all over the world are developing their city’s BI(Brandidentity) and raise the brand’s efficiency to differentiate itself from other cities. This study sets out to examine and asset that BI communication strategy is necessary to overcome on focusing only on the visual aspects and the brand developing process such as logos and slogans. The goal of this study is to examine the public and the official’s consciousness on city brands and provides an adequate city brand communication’s strategy based on the findings. Five research questions have been carefully chosen. 1. How do the civil servants and policies of Incheon city recognize it’s brand city? 2. How do Incheon citizens assess the characteristics of Incheon? 3. What are the characteristics of the citizens’ awareness of Incheon city brand communication? 4. What are the characteristics of the citizens’ attitude toward Incheon city brand communication? 5. How are the awareness of Incheon citizens of the characteristics of the city, the brand and attitude of the brand all related? 1. The analysis shows that the perpetuity of the city brand is decreasing due to the mayor changing leading to changes in the policies as well. However, Incheon recently established a city brand office to overcome such limitations. The office is trying to carry out strategy plans to enhance communication with citizens and conduct campaign strategies constantly. 2. Result of the analysis on how citizens assess the characteristics of Incheon is as follows. Citizens assess that the city has bad air pollution, high crime rate and bad water. On the other hand, assess on medical facilities, public transportation system and cultural festivals are above average. However, budget matters, city structure and design, financial self-sufficiency, housing expenses and business environment is assessed below average. The difference on the average of two groups according to a demographic variables. Females showed higher in assessing highly than male and the younger group with higher income gave higher points for the city’s assessment. On the city design matter, Yeonsu-gu and Namdong-gu citizens gave more points, Namdong-gu gave high points on culture and history matter and Gwanghwa-gu citizens gave higher points on the city’s environment. Jung-gu gave negative assessments and residing less than a year gave high points and the longer they lived in the city, the less points were given. 3. Study of the awareness of city brand communication of the citizens showed that the starting point for establishing a city brand is to specify the common visions of their city’s future and share them with the public. In this context, the goal for the person in charge of the city brand is to satisfy the public and increase the public’s satisfaction. The goal of city brand is not to glamorize the campaign but should cooperate with the officials in increasing the satisfaction rate in housing, medical facilities, education, leisure and public facilities. Also, the results showed that communication with the public is important in the city’s brand development process because the public realizes that where you live represents who you are. 4. Analysis on the public’s attitude toward city brand’s communication showed that it was below average whereas, residence and investment and tourist sites were above average. Such results shows that the target was Incheon citizens and that is why they favored the city as a resident rather than an investment or tourist site. Also, there was a difference in attitude according to different sex, age and occupation. Female, younger group had more positive attitudes compared to male and older group. Civil servants showed more positive attitudes than students and students higher than teachers. And the higher the income, the higher on their attitude points. Citizens who lived shorter in the city showed more positive attitude toward the residency and tourist site. 5. Analyzing the relationship among the public’s awareness of the city’s characteristics, brand and brand attitude shows that there is a interaction relationship among all three. In other words, unless the public’s opinion is accepted the city brand could bring out the sense of difference rather than kinship and may not be able to bring out any synergy. ，韩语论文，韩语论文题目 |
