 Seoul City BrandingYou Kyung Kim and Peter Eung-Pyo Kim Chapter Chapter 26 in City Branding, 2011, pp 190-198 from Palgrave Macmillan Abstract: Abstract Korea’s national soft power competitiveness in areas such as culture, tourism, and citizens lags behind its hard power, particularly in terms of the country’s impressive economic performance. These soft power sectors including culture, tourism and citizens require cities to play a substantial role. Therefore, Korean cities need to focus their efforts on nurturing soft power. Seoul, the heartland of Korea, has served an important role as a key strategic brand name that represents the country. Seoul has played a pivotal role in enhancing the value and assets of Korea’s national brand, while being an example for local cities in their efforts to increase their self-sustainability. The city has conducted branding campaigns at various locations in cooperation with the government, local communities and other cities. In this section, we will explore the strategic process and best practices for managing city brands, which Seoul as the capital of Korea has implemented under strong leadership. Keywords: Brand Image; Target Market; Soft Power; Marketing Practice; Marketing Communication (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-29479-0_26 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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