도시브랜드 자산의 평가와 지수화에 관한 연구

This study aims to develop an indexation model that measures city brand equity and examines the causal relationship among the elements that constitute a city brand. First, the City Brand Equity Index (CBEI) model is developed that can compare a city’s brand equity with competing cities. An analysis using the model proves its high relevance. Second, a causal relationship of the constitutive elements of city brand equity is identified. The image of a city as a destination for residence, tourism or investment is found to have positive impacts on people’s brand attitude, which in turn has a positive effect on brand loyalty. Third, indexes are produced using weights in calculating the causal relationship among the elements. This method provides a clearer picture of the relationship of the elements and enables to better anticipate future changes among them. The calculated city brand equity index proves an effective tool in evaluating a city’s comparative competitiveness with other cities. The above-mentioned results suggest a strategic brand management is possible through regular and periodic evaluation and analysis. In other words, calculated indexes based on the city brand equity index model -- not only of the city concerned but also adjacent or competing cities -- together provide a city’s comparative brand value. They can also be used as preliminary data for future promotional activities in order to improve a city’s brand equity. In addition, independent evaluations and analyses of the indexes of the elements composing a city’s brand equity are helpful in judging the value of, and prioritizing, promotional activities aiming at increasing city brand equity value.