글로벌 경쟁력 제고를 위한 무형문화유산 컨텐츠 브랜딩 전략 연구: 전통춤을 중심으로

Abstract

This study aims to develop branding strategies for globalizing Korean traditional dance under the goal of efficient distribution of Korean traditional dance all overall the world and enhancement of cultural image of Korea. For this purpose, four professional practitioners in banding Korean dance for foreign audiences were selected as research participants, and their in-depth interviews were conducted to design branding strategies to enhance global competitiveness of Korean traditional dance. As a result, the study suggests 1) setting clear goals and target audiences; 2) creating a brand positioning to establish the image of traditional dance differentiated from competing nations such as China and Japan; 3) establishing an intrinsic identity; 4) using various communication mediums in marketing to spread the value of Korean traditional dance.