총 40페이지

Social Insight
Corporation
ⓒPixababy
Korea
ⓒRinnai
▲ RinnaiKoreaCorporation,agasappliancescompany,
▲ PeoplewearingHanbok,Koreantraditionalclothes,posefora
advertisesitsproductbyusingtheNationalBrandAwardsmark.
pictureinfrontoftheslogan“CreativeKorea.”
conditionsforforeignresidents,Songdoselectedsome
There was also a lack of continuity in policy to
stores that would allow foreign currency access since
enhancenationalbrandcompetitiveness.Forexample,
2012. This is the first time that foreign currency such
the Presidential Council on Nation Branding was
astheU.S.dollarandtheeurohavebeenavailablein
established in 2009. Among its major tasks were the
Korea except duty-free shops. This is expected not
discovery and promotion of luxury brands in Korea,
only to meet the initial purpose of attracting foreign
the supply of Korean language and Taekwondo.
currency capital, but also to increase Korea’s nation
However,in2013,whenthegovernmentwasreplaced,
brandreputation.
the council was closed down and their projects were
stopped.
Kim Ji-young, a professor who lectures Culture and
Someerrors
The government has given great attention to the
NationbrandatHUFS,said“ForKorea’snationbrand,
slogan that represents Korea. However, there were
we should pay more attention to inherent identity
some problems such as the lack of consistency in the
andcorevaluesthantheslogan.Forexample,whena
slogan and the controversy over plagiarism of the
country places a high value on a clean environment,
text itself. During the 2002 World Cup, the Korean
thiscandirectlybeseenthroughcleanstreetsormany
government used the slogan “Dynamic Korea.” 14
bicycles. However, Korea does not have any images
years later, in July 2016, the government changed the
that are vividly associated with it, and it is hard to
sloganto“CreativeKorea,”thoughthiswasofficially
say that citizens have a clear identity as Koreans.
discardedinJune2017becausethesloganwasdogged
Therefore, first of all, finding Korea’s identity and
bysuspicionsthatitwasplagiarizedfromCREATIVE
making a concept are the most important things to
FRANCE, which is France’s national slogan. In
do.” In other words, it is time to plant reality rather
addition,therehasbeenalotofcriticismforspending
thanmakeashow.
3.6 billion won (US$3.24 million) of the national
budgetonmakingtheslogan.
Regarding this, the Korea International Trade
Casestudiesonthenationbrandinthe
Association pointed out in a report released in
world
2017 that Korea’s brand value in reality has been
depreciated due to its inconsistency in the national
Successfulcases
brandslogansuchas“CreativeKorea.”Korea’sbrand
Germany, which ranked top in the Anholt-NBI
value was US$1.92 trillion in 2015, which was 76
in 2017, received high marks in cultural level,
percent of GDP. This indicates that Korea’s brand
governance,andpublicaffinity.Itwasinsecondplace
value is undervalued compared to the size of the
on the same index in 2016, but having increased its
economy. The report assessed that the slogan does
rankinginparticularintheculturalsector.
not reflect Korea’s identity and the credibility of the
For example, it has made the German National
sloganhasdeclined.
Tourist Board (GNTB) website, the most reliable site
24
www.theargus.org

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