총 40페이지

Social Insight
Anholt
ⓒABCnews
ⓒSimon
▲ TheAnholt-NBIismeasuredbysixcomponents.
▲ RepresentativesfromSouthandNorthKoreaholdaceremony
atthePyeongchangOlympicswiththeKoreanPeninsulaFlags.
ThehistoryofKorea’snationalimage
Goodpoints
Activities in the private sector play a big part in
SincetheoutbreakoftheKoreanWar,Korea’simage
enhancing a country’s nation brand. To further
in the 1950s has been represented in a negative light
revitalizeandpromotethis,theNationalAssemblyco-
suchasbeinganorphanexportingcountry,alongwith
hoststhe“NationalBrandAwards”withTheInstitute
beingadividedcountrywherethewarmaybreakout
of Nation Brand Promotion. The National Brand
again.Duringthe1970sand1980s,theeconomywas
Awards, being celebrated for the third time this year,
stabilizedasmorecompaniesengagedintransactions
are designed to recognize the impact of individual
with foreign countries. In particular, the successful
and corporate brands on the national image and to
hostingoftheOlympicGamesinSeoulin1988served
promote any activities to spread positive images of
asanoccasionforKorea’snationalimagechange.
Koreaaroundtheworld.
Since the 2000s, many people have been active in
The government also created an index based on
various fields, such as politics and culture, and have
brand recognition and the image of companies called
made Korea widely known to the world. Ban Ki-
National Brand Competitiveness Index (NBCI) in
moon as the first Korean U.N. Secretary General,
2003, by which the level of brand competitiveness
professional baseball player Park Chan-ho and figure
within a company’s industry is evaluated. The aim
skaterKimYu-naaretheexamplesofindividualswho
of this is to increase the brand value of domestic
raised Korea’s nation brand. In addition, as Samsung
companies and serve as a base for further growth
ElectronicsandLGElectronicshaveconductedglobal
on the international stage. This leads companies to
marketing based on their outstanding technology,
remain competitive in order to increase brand value
KoreahastheimageofanITpowerhouse.
andincreaseconsumertrust.JeongSuk-mee,awoman
Furthermore, Korea successfully hosted the 2018
in her 50s living in Seoul, said, “I could trust the
PyeongchangWinterOlympics.Itwasalsonicknamed
products when I saw the mark, high-ranking brand
as the “Peace Olympics” because South and North
reputation. Therefore, I purchase a product with a
Korea formed a unified team. This served as a
highbrandreputationevenifitismoreexpensivethan
stepping stone to enhance Korea’s reputation around
others.”
the world by attaining peace and harmony even in
Unlike the preceding cases in which a country was
the midst of being a divided nation. Currently, Korea
striving to improve its brand reputation internally,
is recognized as a small but strong country in Asia
Korea has gained a good reputation abroad as well
thathasachievedculturalgrowthaswellaseconomic
through the establishment of special economic zones
development.
to attract foreign capital. Songdo International City,
a representative economic district, is located in the
city of Incheon. Songdo has many attractions such as
Songdo Central Park and Songdo Traditional Korean
Casestudyofeffortstopromotethe
Village. In addition, as part of the project to improve
nationbrandofKorea
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NOVEMBER 2018

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