플렉서블 아이덴티티의 특성에 따른 유형 분류 연구 ‑도시브랜드를 대상으로‑

Background: Even though flexible identity is important and its utilization increases following demands of the new media age, it has not been long since flexible identity has appeared and there is an insufficient amount of related systematic analysis studies and in particular, type classification studies. By classifying flexible identity types, this study attempted to present direction for identity development according to types that suit brand characteristics when flexible identity is applied to branding. Methods: Through considerations of previous studies, type classification standards of flexible identity were deduced into the 3 types of user participation, external change flexibility, and visual element variability. A cube matrix analytic frame that applies the degree of each element to xyz axes was developed. The research scope was limited to urban brands and after urban brand cases that apply flexible identity were collected, the mean values of type classification standards of urban brand cases found through results from expert surveys were calculated, urban brands were placed in a matrix, and type analysis was carried out. Result: Urban brands showing similar characteristics were gathered and classified into their respective types. The six types from the analysis results revealed the complex characteristics of degree of user participation and inclusion, degree of external reactivity degree, and internal variation, background variation was made to types displaying the most similar characteristics with the highest values. Each case was classified into a different type according to the value pursued by the city. Conclusion: This thesis will be able to serve as a reference for the construction of directionality for expressions made through the flexible identity of urban brands and when considerations are made for which types are more effective for urban development direction amidst diverse environments and brand experiences. While this thesis has limitations in that it only conducted classification analysis into eight types, future studies should present more than eight and continuous research should be conducted on various flexible identity brand cases and types that can maximize the merits that each city has according to urban marketing vitalization directions.