농업 도시의 슬로건 브랜드 개발 연구: 충북 괴산군을 대상으로

Background: Simon Anholt, a globally recognized expert in nation brand consulting, asserts that global competitiveness is driven more by city branding than by nation branding. A city's brand can differentiate it from others and define its unique identity. Therefore, it is crucial to strategically identify and promote the distinct characteristics of a city to build a strong brand image. This is especially vital for agricultural cities facing population decline and industrial stagnation, as city branding can be a lifeline for their survival. Goesan, located in central Korea, boasts a rich history, high-quality agricultural products, and significant tourism potential. However, it suffers from a shrinking population and low public recognition. With neighboring municipalities successfully developing their own city brands, Goesan urgently needs to establish its own to remain competitive. In response to this, efforts have been initiated to create a city brand that will enhance Goesan’s competitiveness and future prospects. Methods: This study analyzed the key components and development stages of city brands, focusing on the requirements and differentiation of city slogans to build a brand identity for Goesan-gun. By examining agricultural city slogans from around the world and gathering insights through stakeholder interviews, competitions, and workshops, the study identified Goesan-gun’s core values and refined its slogan and brand identity. Utilizing a citizen-participatory approach, it contributed to the creation of Goesan-gun's city brand strategy, incorporating feedback from a national slogan competition and local workshops. Results: The research resulted in the selection of "Goesan, the Special City of Nature" as the city brand slogan. A comprehensive design system, including wordmarks, graphic motifs, and applications such as signage and promotional materials, was developed. The slogan brand features a flexible design, allowing motifs that reflect local elements like nature and cultural history to adapt as needed. This approach significantly enhances Goesan-gun's local identity and establishes a distinct brand image. Conclusion: This study addresses the challenges of depopulation and declining competitiveness in agricultural cities through city branding. Focusing on Goesan-gun, it highlights the development of a city brand centered on its clean natural environment as a core value, while fostering shared values through citizen participation in public contests and workshops. The anticipated outcomes include strengthened local pride and community spirit, improved city image to attract farmers and tourists, increased favorability of local products, and the revitalization of the local economy through active marketing of agricultural goods, leading to growth in related industries.