Abstract
Background A culture is emerging as an important factor for city marketing. Meanwhile, Capital of Culture is a prime example of culture sharing phenomenon based on a continent along with the birth of the European Union. This research derives the characteristics of Capital of Culture that distinguishes from general city is terms of city marketing and suggests an identity design platform for the development of a brand identity of Capital of Culture.
Methods First, the concept and characteristics the Capital of Culture was investigated and analyzed from the case of intercontinental cultural community of EU, Arab and America. Based on these investigations, the brand identity was derived as a representative characteristic in that first, shared values and individual value coexists as characteristics of a dual brand and second, the brand identity has the characteristic of event brand that circulates within the continent annually, and third, it has as objective as a promotional brand for the regional marketing for each city. Then, implications and problems was derived by examining the characteristics and the expression of identity design of Capital of Culture in each continent. Thus, a proper direction of developing design platform that represents characteristics for identity design of Capital of Culture was suggested as a solution.
Result The identity designing direction that distinguishes from general city to cultural capital suggested dual brand for the expression of shared values, designing direction to express characteristics of events, and the development of statements for city as a promotional purpose. Furthermore the methods of expression of shared values divided into three types such as shared values > individual value, shared values = individual value, shared values < individual value.
Conclusions The design platform for Capital of Culture brand identity presented in this research is expected to be able to offer an effective direction for the development of the brand of Capital of Culture for Korea or Asian in the future.
Methods First, the concept and characteristics the Capital of Culture was investigated and analyzed from the case of intercontinental cultural community of EU, Arab and America. Based on these investigations, the brand identity was derived as a representative characteristic in that first, shared values and individual value coexists as characteristics of a dual brand and second, the brand identity has the characteristic of event brand that circulates within the continent annually, and third, it has as objective as a promotional brand for the regional marketing for each city. Then, implications and problems was derived by examining the characteristics and the expression of identity design of Capital of Culture in each continent. Thus, a proper direction of developing design platform that represents characteristics for identity design of Capital of Culture was suggested as a solution.
Result The identity designing direction that distinguishes from general city to cultural capital suggested dual brand for the expression of shared values, designing direction to express characteristics of events, and the development of statements for city as a promotional purpose. Furthermore the methods of expression of shared values divided into three types such as shared values > individual value, shared values = individual value, shared values < individual value.
Conclusions The design platform for Capital of Culture brand identity presented in this research is expected to be able to offer an effective direction for the development of the brand of Capital of Culture for Korea or Asian in the future.
| Translated title of the contribution | A Study on the Brand Identity Platform Development for Capital of Culture |
|---|---|
| Original language | Korean |
| Pages (from-to) | 195-209 |
| Number of pages | 15 |
| Journal | 디자인학연구 |
| Volume | 28 |
| Issue number | 4 |
| DOIs | |
| State | Published - Nov 2015 |