The Strategy of City Brand Activation by Confusion Content - Case Study of Andong City and Qufu City

유교문화 콘텐츠를 활용한 도시브랜드 활성화 방안 연구 - 안동시와 중국 곡부시 사례를 중심으로

Ha, Kyu-Soo;Moon, Ji-Eun

  • Received : 2015.09.07
  • Accepted : 2016.01.05
  • Published : 2016.01.31


This study considered the factors of city brand reinforcement and city revitalization through a case study of two cities that were successful in revitalizing using a brand strategy. World leading cities are securing city competitiveness through the culture resources, particularly traditional culture, as a key asset to highlight the cities' uniqueness in increasing their value. The Confucianism influence on Korean traditional culture has a valuable content like etiquette, ritual ceremony, food, education, etc. as well as culture heritage in historical architecture. Therefore, it can be used as the city's assets to promote it worldwide. On the other hand, there is difficulty in preserving most Confucianism culture content and the intangible cultural properties have been neglected. This needs to be applied actively to be used on a city brand strategy. This study reviewed the successful case of Andong city in Korea and Qufu city in Sandong, China and suggests ways of raising the cities' brand power.


Confucian content;City brand;City activation


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