A study of Local cultural branding strategy for Arirang’s global contents

This paper focuses on finding successful strategies for local cultural branding for Arirang’s global contents.Arirang is the representative local cultural content, which have rooted in local identity as we have known the form of name ‘Location term + Arirang’. It also has a status as the national cultural brand, designated as an Intangible Cultural Heritage of UNESCO. However, this feature can cause competition and conflict among regions for occupying brand and result in inefficiency and waste in the process of promoting global contents. Therefore, it is necessary to differentiate branding strategies for Arirang, which can solve these problems and increase effects.This paper studies the model of local branding strategy on the basis of the form that takes key factors of branding strategies and can provide the alternative for each factor. The core factors are the distinctive superiority, local strategic point, global networking, setting architecture, communication, sampling glocal contents. The strategies of each factor for success are as following: setting domestic differentiated brand; promoting global strategic city; setting global herb-networking system; securing brand system based on architecture; brand communication associated with hard branding; nurturing glocal cultural contents.This research model can be put into use as a theoretical framework in practicing global branding for local contents either having various forms or being scattered as Arirang. It is expected that the way of developing global contents of Arirang on the basis of local branding strategy can be used for globalization of Arirang, as a national policy agenda. It is academically meaningful since there is no study of seeking way of developing global contents through analyzing factors for local branding strategy.