American International Journal of Social Science

Comparative Perspectives on Brand Value of Place Slogans: Analysis of Different Cities, States, and Countries
Professor Heebok Lee, Professor Kuen-Hee Ju-Pak, Professor Moonki Hong

Abstract
This study explores the branding value of place brand slogans by investigating various slogan strategies, which cities and states in South Korea and the U.S. utilize to transform the messages and core functions for their place brands. A total of 162 slogans collected from the homepages of South Korean and American government websites were content-analyzed based on the extensive coding scheme drawn from the previous literature. Results indicate that the two countries were significantly different in various slogan strategies and the brand value they focus on. The present study presents an extensive framework for classifying place slogan strategies, with which place marketers may identify, develop, and monitor their slogan strategies for optimal branding effects.

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