Regional governments at home and abroad are aware of the need to enhance the brand value of their cities and are seeking ways to increase the brand value. In order to enhance the city brand value, it is important whether the city brand assets differen...
Regional governments at home and abroad are aware of the need to enhance the brand value of their cities and are seeking ways to increase the brand value. In order to enhance the city brand value, it is important whether the city brand assets differentiated from other cities can be perceived as attractive to visitors and investors.
Therefore, this study attempted to develop a model to evaluate the value of a city brand using a semiotic analysis method targeting Gwangju Metropolitan City, thereby suggesting a guideline to many domestic and foreign regional governments who want to strengthen the value of a city brand.
The results of the study are as follows. In the development stage, brand value evaluation factors based on the city's brand identity were derived and a "Evaluation Model for City Brand Values(CBV)" was developed. In the application stage, based on the 30 derived brand value evaluation factors, we reviewed how much regional residents and strangers perceive the brand value of Gwangju City.
As a result, both Gwangju residents and strangers showed an upward orientation toward the "project" area based on human values such as /community/, /friendship/, and /jeong/. On the other hand, non-orientation in the "euphory" area based on cultural values such as /fun/, /creativity/, and /cultural/ was confirmed.