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

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.