ABSTRACT

Recently, there are cities in competition composition that is heavy into domestic and foreign countries by growth environment change of city and development of media. Therefore, city image and city brand identity through sympathy and public ownership of citizen need in survival and development process of city. and, city by a brand continuous, is examined systematically and actively. This study is empirical study on effective factor of city brand identity formation by city image type. Therefore, substantial image factor and symbolic image factor of city image analyzed through empirical research about factor that influence to attitude, awareness, preference, loyalty of city brand. also, searched reliability analysis, factor analysis, correlation analysis, multiple regression analysis decision and analysis method to inquire effect factor of city image and city brand identity. If summarize result that appear in this research, was expose that (city facilities, natural environment, city space, city environment) that is city image's substantial image main point and symbolic image factor (it is history attribute, city life base, city function, image) of city image causes all effects to city brand identity factor (attitude, cognition, preference, loyalty). Finally, security of discriminating competition of city brand may have to recognize deeply that first of all is important, and look for strategic administration plan in city environment that change.

KEYWORD

City Image Type, City Brand Identity, Effective Factor

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