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Social Insight
Another
Big
Property:
MADEIN
K
O
REA
NationBrand
ByKimTae-young
StaffReporterofNationalSection
Whatisnationbrand?
Nationbrandreferstothesumof
A
intangiblevaluessuchasrecognition,
preferenceandreliabilityofacountry,
s the Korean idol group BTS has topped the Oricon
whicharecalculatedforanationbrand
chart in Japan and even the Billboard chart in the
index.Thisisseenasanimportant
UnitedStates,theworldispayingattentiontothevalue
elementofnationalcompetitiveness,and
ofKoreaasanation,includingK-pop.Korea’spopularityisalso
theeconomicrippleeffectsderivedfrom
risingthroughcorporatemarketingsuchastheKoreancosmetics
itarebeyondimagination.
brand Sulwhasoo, which led the K-Beauty winds around the
AtypicalindexistheAnholt-NBI,which
wascreatedbySimonAnholt,who
world.
madetheterm“NationBrand”and
However,despitevariouseffortstoimprovethenation’sbrand,
hasbeenannouncedannuallysince
Korea only ranked 31st out of 55 countries in the World’s Most
2005.TheAnholt-NBIisevaluated
ReputableCountriesrankingreleasedbyForbesin2018.Onthe
bycomprehensivelymeasuring
otherhand,Japan,Korea’sneighborcountry,rankedeighth.The
nationalities,governmentgovernance,
Argus looked at the Korea’s “nation brand” and presented the
exports,culturalheritage,tourism,and
outlook.
immigrationinvestment.
22
www.theargus.org

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