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The Analysis on Integrated brand of Local government
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  • Journal title : Journal of Digital Convergence
  • Volume 13, Issue 11,  2015, pp.109-118
  • Publisher : The Society of Digital Policy and Management
  • DOI : 10.14400/JDC.2015.13.11.109
 Title & Authors
The Analysis on Integrated brand of Local government
Kim, Jong-Sung; Kim, Jun-Hwan;
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 Abstract
Brand integration is necessary for the effective development and implementation of local brand. However, integrated brand can't be successfully used without 2 key points, concrete foundation and effective use of the brand image. The brand integration research was operated by selecting eight states council and 10 local cities that have more than one million populations. In states side, seven of eight states were experiencing lack of effective development and controlling process. On the other hand, integration effort need to be made in 10 city brands, though brand controlling process was not bad. It seems that brand improvement process that can express variety of important meaning in one simple integrated brand image is necessary. Therefore, we need to make effort to develop those integrated brands by setting brand strategies that could easily deliver wide range of meanings with simple image and making manuals to systematically manage them.
 Keywords
Local brand;Integrated brand;Local government;Brand;Slogan;Logo;
 Language
Korean
 Cited by
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