국가와 도시 브랜드 이미지를 활용한 문화상품 개발 연구 − 한국과 부산 이미지를 중심으로 −

Abstract

The purpose of this study is development of cultural products applying Korean national brand image and city brand image of Busan. In order to achieve aim of this study, the processes of this study is divided two section as theoretical discussion and practical process of developing cultural products. In the theoretical discussion, we consider conception and case of the national brand image and city brand image of Busan and also discuss theory of cultural products. In the practical process of developing cultural, on the other hand, we first consider design research process of Korean national brand image that based on traditional culture and city brand image of Busan and then develop almost 200 cultural products based on 7-representative city brand images of Busan which contain past and present of Busan applying story-telling technique. We hope that the cultural products that is developed in this study have positive impact to strengthen Korea and city brand of Busan.