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How to manage a city’s image using the brand concept map and network analysis: a case of Seoul

Author

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  • Cunhyeong Ci

    (Kookmin University)

  • Sujin Choi

    (Kookmin University)

Abstract

Numerous methods of analyzing a place’s image have been proposed due to the increasing importance of place branding. However, studies have failed to incorporate a place’s identity, an important counterpart of a place’s image. To overcome the limitation, this study introduces a new method that analyzes a place’s image in comparison with its identity using the Brand Concept Map and network analysis. A pilot study was conducted in 2014 to illustrate the method using Seoul, the capital of South Korea. The study found that the residents share similar images of the city, regardless of the district they live (i.e., Gangbuk, Gangnam 3 Gu, or Gangnam Others). However, their images greatly differ from the city’s identity.

Suggested Citation

  • Cunhyeong Ci & Sujin Choi, 2017. "How to manage a city’s image using the brand concept map and network analysis: a case of Seoul," Quality & Quantity: International Journal of Methodology, Springer, vol. 51(6), pages 2441-2456, November.
    • Handle: RePEc:spr:qualqt:v:51:y:2017:i:6:d:10.1007_s11135-016-0402-6
    DOI: 10.1007/s11135-016-0402-6
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    References listed on IDEAS

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    1. Schnittka, Oliver & Sattler, Henrik & Zenker, Sebastian, 2012. "Advanced brand concept maps: A new approach for evaluating the favorability of brand association networks," International Journal of Research in Marketing, Elsevier, vol. 29(3), pages 265-274.
    2. Merrilees, Bill & Miller, Dale & Herington, Carmel, 2013. "City branding: A facilitating framework for stressed satellite cities," Journal of Business Research, Elsevier, vol. 66(1), pages 37-44.
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    Cited by:

    1. Niels Wäckerlin & Thomas Hoppe & Martijn Warnier & W. Martin Jong, 2020. "Comparing city image and brand identity in polycentric regions using network analysis," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(1), pages 80-96, March.

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