Journal of the Korean Society for Library and Information Science
- P-ISSN1225-598X
- E-ISSN2982-6292
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The Design of a Place Branding Model for Public Libraries and Its Application to Creating a Public Library Brand Image
Abstract
In this study, a place branding model for public library was designed to revitalize public libraries’ user visits by modifying and extending the Cai(2002)’s Place Branding Model. By applying this model, an example of creating a brand image of a public library was presented, and it was verified that this example is suitable as a brand image. To this end, literature research on the place branding models and brand marketing was conducted, and the types and contents of marketing suitable for the place branding model of public library were founded. And to verify that the example of the public library’s brand image created by applying this model is suitable as a brand image, A survey of user perception was conducted on the brand image and brand identity of the applied library for this model, and the results of the survey were used to analyze the correlation and simple regression between these two variables. In this way, this study is meaningful in increasing the realization and real potential of place branding for promoting public libraries’ user visits through the design and application of a conceptual model that embodies the place branding of public library.
- keywords
- Public Library, Place Branding, Place Brand Model, Brand Image, Marketing Strategy
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