Domestic Local Government Slogans: 'All the Same'

A research study has found that regional slogans of local governments across South Korea are overly generic, lacking distinctive characteristics.

Eo Jung-hoon, senior researcher at the Gyeonggi Development Institute, announced in a study titled 'Place Branding Model Development Research' on the 31st that "most of the 170 local governments nationwide convey identical messages using comprehensive concepts such as humanistic or natural values to represent their regions, failing to achieve differentiated 'place branding.'"

The research institute analyzed local governments among 250 nationwide municipalities that employ "phrases distinctly identifiable in the culture and tourism sectors."

Among undifferentiated place slogans, those in the 'nature' category include "Beautiful natural environment with clear, clean water!" (Goesan, North Chungcheong), "A city where people and nature coexist happily" (Siheung, Gyeonggi Province), "Come to Namdo where humans and nature live together!" (South Jeolla Province), and "Green mountains, clear waters, beautiful Hamyang" (Hamyang, South Gyeongsang Province).

Those selecting 'history and culture' include "Uiryeong, where culture and arts come together!" (Uiryeong, South Gyeongsang Province), "A city with the scent of culture" (Icheon, Gyeonggi Province), "A very special encounter with culture!" (Bucheon, Gyeonggi Province), "Yeongcheon, a place of long-standing tradition!" (Yeongcheon, North Gyeongsang Province), and "A place where ancient history and culture breathe alive" (Asan, South Chungcheong Province).

In contrast, the research institute explained that the United States emphasizes emotional aspects such as adventure and discovery, travel and relaxation, superiority and confidence, and familiarity, while conveying different messages in different languages, thus securing at least message differentiation.

The research institute analyzed that local governments failed to achieve differentiation because they presented slogans without theory or strategy to grow their places as brands.

Place branding applies product and corporate brand concepts to places, suggesting that locations like cities and regions can also function as differentiated brands. By branding specific regions, enhanced competitiveness in the tourism market and other sectors becomes possible.

The research institute proposed that place branding establishment should follow the process of "identity establishment based on regional core assets → promotion of regional value → linkage with regional development policies → reflection of visitors' experiences → measurement and selection of brand assets."