Advanced Industrial SCIence (산업과 과학)

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Publicness-Based IMC Policy Proposals for Enhancing Urban Brand Value

도시브랜드 가치 제고를 위한 공공성 기반 IMC 정책 제안

  • Jeong-Ho Lee (Dept. of Business Administration, Kumoh National Institute of Techonlogy) ;
  • Sa-Rang Jeong (Dept. of Business Administration, Kumoh National Institute of Techonlogy) ;
  • Seung-Hee Lee (Dept. of Business Administration, Kumoh National Institute of Techonlogy)
  • 이정호 (국립금오공과대학교 경영학과) ;
  • 정사랑 (국립금오공과대학교 경영학과) ;
  • 이승희 (국립금오공과대학교 경영학과)
  • Received : 2025.10.23
  • Accepted : 2025.11.20
  • Published : 2025.11.30
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Abstract

This study proposes integrated marketing communication (IMC) strategies-grounded in publicness-as a global remedy for urban competitiveness by enhancing city-brand value.It distinguishes and defines three conceptual dimensions of publicness-general publicness, publicness in urban administration, and city-brand publicness-and theoretically examines their effects on city-brand equity and value creation.Analyzing the linkage between publicness and city branding through the lenses of New Public Management, Public Value Theory, and city-brand building theory, the study finds that higher publicness generates more sustainable city-brand value.Based on these findings, it recommends citizen-participatory IMC strategies, transparent city-brand governance, and the introduction of a publicness evaluation system.Concrete measures include establishing a Citizen Brand Committee, adopting participatory budgeting, and developing a Publicness Index.The study presents a theoretical framework for publicness-based city branding and calls for future empirical tests and cross-city comparative research.

본 연구는 글로벌 차원의 도시 경쟁 해법으로서, 공공성에 기반한 도시브랜드 가치 제고 목적의 통합 마케팅 커뮤니케이션(IMC) 전략 방안을 제안하고자 하였다. 공공성을 공공성, 도시행정 공공성, 도시브랜드 공공성이라는 세 가지 개념 차원으로 구분, 정의하고, 이들이 도시브랜드 자산 및 가치 창출에 미치는 영향을 이론적으로 고찰하였다. 신공공관리론, 공공가치 이론, 도시브랜드 구축 이론 관점에서 공공성과 도시브랜드의 연계성을 분석한 결과, 공공성이 높을수록 지속가능한 도시브랜드 가치를 창출하였고, 이 결과를 토대로 시민 참여형 IMC 전략, 투명한 도시 브랜드 거버넌스 구축, 공공성 평가 체계 도입 등의 정책 방안을 제안하였다. 각 정책은 시민 브랜드 위원회 설립, 참여예산제 도입, 공공성 지수 개발 등 구체적 실행 방안을 포함한다. 본 연구는 공공성 기반 도시브랜딩의 이론적 틀을 제시하였으며, 향후 실증연구와 도시 간 비교 연구가 요구된다.

Keywords

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