총 40페이지

Social Insight
San Suu Kyi be a real Buddhist who bans killing
Thailand
and a real leader of a multiracial nation. Myanmar’s
in
nationalbrandreputationhascrashedduetotheethnic
Center
cleansinginMyanmar.
Cultural
Another case is Greece, whose reputation has
plummeted. Greece has been one of the world’s top
ⓒKorean
touristattractionsasacountryfullofbeautifulnatural
landscapes and historical sites. Greece itself has used
these resources to build a national brand image that
highlightstheircultureandtourismindustry.However,
the nation’s economy was at risk of bankruptcy in
2010 as a result of its dependence on tourism and no
▲ KoreanCulturalCenterinThailandmadethispostertoincrease
efforts to reform finance. In August of 2018, Greece
Korea’snationbrand.
managedtofreeitselffromEUbailoutsandintensive
restructuring. However, it is expected to take a lot of
providinginformationfortravelers,whichwasnamed
timeandefforttoregainthenationalbrandreputation.
theworld’stoptouristsitein2017.TheGNTBwebsite
provides lots of information in 30 languages for
travelersfromaroundtheworldandofferscustomized
ProspectsfornationbrandinKorea
services like classifying business trip or travel for
relaxation.TheGNTBannounced,“Wewillcontinue
It is already widely known that the national brand
tofindplacesthatwillbecomeworldfamousanduse
has a significant impact on a society as an important
themtobuildnationalbrands.”
softpowerasset.Therefore,Koreamustbuildanation
There is also a good case in Italy, which ranked
brand that people can both internally and externally
seventh in the Anholt-NBI in 2017. Italy has many
relate to. In particular, it is important to develop a
famous luxury brands in various industrial sectors.
nation brand that involves the unique strengths of
Not only Prada, Salvatore Ferragamo and Gucci, but
Korea, such as the Korean Wave and IT, which are
alsoMaseratiareallItalianbrands.
familiartoforeigners.
In this regard, Italy has gained great economic
According to the Korea International Trade
effectsduetoitsnationalbrandimage.Thisisbecause
Association’s report, a system to manage Korea’s
people often consider the origin of the product as a
national brand policy should also be prepared. In
standardofquality.Therefore,ifthereisamarksuch
addition, actively utilizing private and national
as “Made in Italy” on certain clothes or accessories,
organizations overseas, maximizing the publicity
it gives consumers unlimited trust. That is called the
effects through the use of international events, and
CountryofOriginEffect.
creating synergies through a virtuous cycle between
companiesandnationbrandsareimportant.
Casesoffailure
Myanmar is a case in which the political leader’s
misdeeds have lowered the national brand
reputation. Aung San Suu Kyi has become a symbol
As the nation brand has a very big impact
of democratization by fighting for democracy in
onthecountryasawhole,youngpeoplewho
Myanmar. As she was chosen as the winner of
will lead Korea should actively participate in
the 1991 Nobel Peace Prize, her efforts were also
nation branding based on their intelligence
internationally recognized. However, she neglected
and creativity. When a fresh and substantial
publicsuppressionontheRohingyapeople,aminority
nationbrandtakesplace,Korea,theeconomic
ethnicgroupinMyanmar.TheRohingya,asMuslims,
giant represented by the Miracle on the Han
have been discriminated against in Myanmar, where
River,couldmakeanothermiracle.
the majority are Buddhists. The Rohingya civilian
massacre took place in 2016. Many international
soso50x@hufs.ac.kr
human rights activists have demanded that Aung
25
NOVEMBER 2018

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