도시브랜드 이미지 구축을 위한 감성정보분석 및 융합척도개발: 도시재생 선도지역을 중심으로

Abstract

This study is an exploratory approach to measuring color convergence brand image to form a sustainable city brand image by conducting in-depth interviews and communication with citizens and experts of ‘J’ city selected for an urban regeneration project. The results can be summarized as follows. First, among the urban regeneration project areas, the ‘S’ district has ‘historical resources’, ‘K’ district has ‘place, culture, tourism resources’, ‘J’ district has ‘place resources’, and the ‘SA’ district has ‘public resources’. Each was represented as a representative regional resource. Second, expressions suitable for measuring city brand image are ‘dynamic, honest, warm, cheerful, polite, open, enterprising, stable, creative, friendly, fun, modern, adventurous’, etc. expression was derived. Third, the representative brand image was measured for each urban regeneration area, focusing on local resources, and finally, emotional convergence brand image was identified using PCIS(Psychological Color Image Scale). The research results can be used as an opportunity for a new approach to urban regeneration and brand management and an opportunity to spread ideas. The results of completing the research project can be used as brand-related educational materials or public policy.