City Branding pp 190-198 | Cite as

Seoul City Branding

The Case of Seoul’s International Brand Communication
  • You Kyung Kim
  • Peter Eung-Pyo Kim


Korea’s national soft power competitiveness in areas such as culture, tourism, and citizens lags behind its hard power, particularly in terms of the country’s impressive economic performance. These soft power sectors including culture, tourism and citizens require cities to play a substantial role. Therefore, Korean cities need to focus their efforts on nurturing soft power. Seoul, the heartland of Korea, has served an important role as a key strategic brand name that represents the country. Seoul has played a pivotal role in enhancing the value and assets of Korea’s national brand, while being an example for local cities in their efforts to increase their self-sustainability. The city has conducted branding campaigns at various locations in cooperation with the government, local communities and other cities. In this section, we will explore the strategic process and best practices for managing city brands, which Seoul as the capital of Korea has implemented under strong leadership.


Brand Image Target Market Soft Power Marketing Practice Marketing Communication 
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Copyright information

© You Kyung Kim and Peter Eung-Pyo Kim 2011

Authors and Affiliations

  • You Kyung Kim
  • Peter Eung-Pyo Kim

There are no affiliations available

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