Presidential Council on Nation Branding, Korea

The Presidential Council on Nation Branding, Korea
Korea
Korea ) is an East Asian geographic region that is currently divided into two separate sovereign states — North Korea and South Korea. Located on the Korean Peninsula, Korea is bordered by the People's Republic of China to the northwest, Russia to the northeast, and is separated from Japan to the...

(Hangul

Hangul

Hangul,Pronounced or ; Korean: 한글 Hangeul/Han'gŭl or 조선글 Chosŏn'gŭl/Joseongeul the Korean alphabet, is the native alphabet of the Korean language. It is a separate script from Hanja, the logographic Chinese characters which are also sometimes used to write Korean...

: 국가브랜드위원회) was established on January 22, 2009 by Executive Decree 21283 with the objective to promote Korea’s global image

Image

An image is an artifact, for example a two-dimensional picture, that has a similar appearance to some subject—usually a physical object or a person.-Characteristics:...

; to right misconceptions about Korea, its culture

Culture

Culture is a term that has many different inter-related meanings. For example, in 1952, Alfred Kroeber and Clyde Kluckhohn compiled a list of 164 definitions of "culture" in Culture: A Critical Review of Concepts and Definitions...

, its products

Product (business)

In general, the product is defined as a "thing produced by labor or effort" or the "result of an act or a process", and stems from the verb produce, from the Latin prōdūce ' lead or bring forth'. Since 1575, the word "product" has referred to anything produced...

, and its people

People

People is a plurality of human beings or other beings possessing enough qualities constituting personhood. It has two usages:* as the plural of person or a group of people People is a plurality of human beings or other beings possessing enough qualities constituting personhood. It has two usages:*...

; and to raise respect

Respect

Respect denotes both a positive feeling of esteem for a person or other entity , and also specific actions and conduct representative of that esteem. Respect can be a specific feeling of regard for the actual qualities of the one respected...

for Korea so as to support Korean business

Business

A business is an organization engaged in the trade of goods, services, or both to consumers. Businesses are predominant in capitalist economies, where most of them are privately owned and administered to earn profit to increase the wealth of their owners. Businesses may also be not-for-profit...

es and nationals abroad through governmental initiated strategies and policies.

Background and Objective

Brand Value Compared to GDP
	Korea	U.S.A	Japan
GDP	8,800	131,329	43,641
National Brand Value	5,043	130,095	32,259
Unit: million dollars
Source: Hyundai Research Institute, 2006

According to the Simon Anholt

Simon Anholt

Simon Anholt is an independent policy advisor who helps national, regional and city governments develop and implement strategies for enhanced economic, political and cultural engagement with other countries...

Report, nation branding

Nation branding

Nation branding is a field of theory and practice which aims to measure, build and manage the reputation of countries . Some approaches applied, such as an increasing importance on the symbolic value of products, have led countries to emphasise their distinctive characteristics...

refers to “how a country

Country

A country is a region legally identified as a distinct entity in political geography. A country may be an independent sovereign state or one that is occupied by another state, as a non-sovereign or formerly sovereign political division, or a geographic region associated with a previously...

is seen by others.” Other conceptualizations define nation branding as “strategic self-presentation of a country with the aim of creating reputational capital

Reputation capital

Reputation capital is the quantitative measure of some entity's reputational value in some context – a community or marketplace. In the world of Web 2.0, what is increasingly valuable is trying to measure the effects of collaboration and contribution to community...

through economic, political, and social interest promotion at home and abroad.” National brand today reflects the image of a country (soft power

Soft power

Soft power is the ability to obtain what one wants through co-option and attraction. It can be contrasted with 'hard power', that is the use of coercion and payment...

) more than its military or economic influence (hard power

Hard power

Hard power is a term describing political power obtained from the use of military and/or economic coercion to influence the behavior or interests of other political bodies...

) in the international world. Strong national brand translates into high respect and acceptance of that country by the international community

International community

The international community is a term used in international relations to refer to all peoples, cultures and governments of the world or to a group of them. The term is used to imply the existence of common duties and obligations between them...

. To assess Korea’s current positioning and seek ways to improve and strengthen national brand in and out of Korea, governmental efforts continue.

The so-called “Korea discount” phenomenon seems to reoccur amid some foreign media’s distrust and distorted reports about the Korean economy. Now it is appropriate for the government to embark on a nation branding campaign to upgrade Korea’s brand vale in proportion to its economic power.

The goal of the Presidential Council on Nation Branding is to raise Korea’s brand from near the bottom of the member states of the OECD to the middle of the bloc (13 out of 31 countries) by 2013.

Current Status of Korean National Brand

Korea’s economy records world top 13th with a per capita income

Per capita income

Per capita income or income per person is a measure of mean income within an economic aggregate, such as a country or city. It is calculated by taking a measure of all sources of income in the aggregate and dividing it by the total population...

of approximately $20,000 (2006) while its brand value is still low. Korea’s brand value recorded 33 out of 50 countries evaluated by the Anholt index

Country Brand Index

The Country Brand Index is an in-depth Study that explores the complexity, dynamics and benefits of how nations manifest as brands. CBI ranks countries across key image attributes, looks at themes in nation building and issues in country brand marketing, and identifies emerging trends in the...

in 2008. According to the Hyundai Research Institute, Korea’s GDP in 2006 was 1/15 of the United States’ and 1/5 of Japan’s while Brand value recorded 1/26 of the United States’ and 1/6 of Japan’s. Thus strengthening national image in accordance to the Korea’s GDP has been recognized as an important and immediate task for the Korean government.

Korea’s relatively lowly standing compared to its economy demonstrates the weakness of Korean brand. Global image is far behind what Koreans think the nation deserves. National brand value of Korea is even less than that of private businesses such as Samsung

Samsung

The Samsung Group is a South Korean multinational conglomerate corporation headquartered in Samsung Town, Seoul, South Korea...

or Hyundai

Hyundai

Hyundai ) is a global conglomerate company, part of the Korean chaebol, that was founded in South Korea by one of the most famous businessmen in Korean history: Chung Ju-yung...

Vision and Strategy

Under the general motto “Korea, A Loving Embrace” the Korean government aims in developing its country as a contributing nation with respected people

People

and global corporation

Corporation

A corporation is created under the laws of a state as a separate legal entity that has privileges and liabilities that are distinct from those of its members. There are many different forms of corporations, most of which are used to conduct business. Early corporations were established by charter...

s, and a caring society

Society

A society, or a human society, is a group of people related to each other through persistent relations, or a large social grouping sharing the same geographical or virtual territory, subject to the same political authority and dominant cultural expectations...

that promotes togetherness

Togetherness

__FORCETOC__Togetherness is the feeling of being close to another person emotionally and physically. It is an emotion which cannot be definitive outside of its current sociological meaning, and the reality of such a term is not "knowledge." It is well symbolized by the gesture of holding both hands...

Vision

As its main goal, the Presidential Council on Nation Branding aims in (1) achieving national brand at the OECD average level and (2) entry of the Korean national brand as world top 15 by 2013.

Strategy

Strategies to implement its goals include, (1) accumulating national capacity through cooperation amongst the people

People

, corporations, and government

Government

Government refers to the legislators, administrators, and arbitrators in the administrative bureaucracy who control a state at a given time, and to the system of government by which they are organized...

, (2) managing national brand by establishing a master plan and developing brand index, (3) pursuing customized policies in accordance to the needs of different sectors, and (4) creating a national brand motivating force through the expansion of a common national response.

The Presidential Council on Nation Branding emphasizes on the following five strategic areas to increase national brand value: (1) Contribution to the international community, (2) embracement of multiculturalism and consideration for foreigners, (3) cultivation of global citizenship

Global citizenship

Global citizenship applies the whole world to bring world peace and the concept of citizenship to a global level and is strongly connected with the concepts of globalization and cosmopolitanism. World citizenship is a term which can be distinguished from global citizenship, although some may merge...

, (4) advertisement of modern technology and product

Product (business)

s, and (5) promotion of an attractive culture

Culture

and tourism

Tourism

Tourism is travel for recreational, leisure or business purposes. The World Tourism Organization defines tourists as people "traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes".Tourism has become a...

Functions

Three main functions of the Presidential Council on Nation Branding include: (1) General control tower on nation branding related issues of the Korean government, (2) Effective execution of nation branding policies and related projects, and (3) Strengthening and expanding public-private partnership

Public-private partnership

Public–private partnership describes a government service or private business venture which is funded and operated through a partnership of government and one or more private sector companies...

s as well as encouraging the participation of Korean nationals in nation branding activities.
General control tower on nation branding related issues

- Proposing mid- to long-term visions and strategies

- Establishing mid- to long-term goals and setting up annual plans

PLANS

People for Legal and Non-Sectarian Schools is an organization based in California in the United States which campaigns against the public funding of Waldorf methods charter schools alleging they violate the United States Constitution's separation of church and state...

, reviews, and modifications in achieving those goal

Goal

A goal is an objective, or a projected computation of affairs, that a person or a system plans or intends to achieve.Goal, GOAL or G.O.A.L may also refer to:Sport...

Effective execution of nation branding policies and related projects:

- Preventing misuse of government budget

Government budget

A government budget is a legal document that is often passed by the legislature, and approved by the chief executive-or president. For example, only certain types of revenue may be imposed and collected...

through appropriate arbitration

Arbitration

Arbitration, a form of alternative dispute resolution , is a legal technique for the resolution of disputes outside the courts, where the parties to a dispute refer it to one or more persons , by whose decision they agree to be bound...

of related national projects

- Analytical review of related activities and projects to better the national branding system

Strengthening and expanding public-private partnerships as well as encouraging the participation of Korean nationals

- Developing new idea

Idea

In the most narrow sense, an idea is just whatever is before the mind when one thinks. Very often, ideas are construed as representational images; i.e. images of some object. In other contexts, ideas are taken to be concepts, although abstract concepts do not necessarily appear as images...

s and policies through suggestions made by Korean nationals

- Locating and awarding model cases that have contributed to the increase of national brand

Structure

Currently,the Council is led by its second Chairperson,Lee Bae-yong from September 28, 2010. She was the President of Ewha Womans University. The first was Yoon-Dae Euh

Euh Yoon-dae

Euh Yoon-Dae is a South Korean professor, financier, and advisor for the South Korean government. He is currently Chairman of KB Financial Group and of the Presidential Council on Nation Branding, Korea.-Childhood and Education:...

who had to leave the post after becoming the Chairman of KB Financial Group Inc. on June 2010. The former Chairperson Euh was former President of Korea University

Korea University

Korea University is a prestigious nonsectarian, private research university located primarily in Seoul, South Korea, and one of the SKY universities, a historical acronym used in South Korea to refer to Seoul National University, Korea University, and Yonsei University. Founded by Lee Yong-ik in...

(2003~2006), Vice Chair of the National Economic Advisory Council, Chairman of Advisory Board of the Ministry of Education and Human Resources, Policy Advisor for the Foreign Affairs and Trade

Ministry of Foreign Affairs and Trade (South Korea)

The Ministry of Foreign Affairs and Trade is in charge of diplomacy for South Korea, as well as handling external trade and matters related to overseas Korean nationals. It was established on 17 July 1948. Until 1998, the ministry was known as the Ministry of Foreign Affairs; its jurisdiction over...

(1993~2004).

Under the Chairperson, the Head of the Secretariat plans and carries out the activities of the Council, which is supported by five teams including international cooperation

Internationalism (politics)

Internationalism is a political movement which advocates a greater economic and political cooperation among nations for the theoretical benefit of all...

, corporate and information technology

Information technology

Information technology is the acquisition, processing, storage and dissemination of vocal, pictorial, textual and numerical information by a microelectronics-based combination of computing and telecommunications...

, culture

Culture

and tourism

Tourism

, the global community and overall coordination. A 19-member working-level body will assist the panel.

The council consists of 47 members (34 appointed members and 13 ex officio members) as well as an international advisory forum of 34 members. The 34 appointed members are experts and CEOs of some of Korea’s corporate icons (Samsung

Samsung

The Samsung Group is a South Korean multinational conglomerate corporation headquartered in Samsung Town, Seoul, South Korea...

, SK Group

SK Group

SK Group is the third largest conglomerate in South Korea. The SK Group is composed of 92 subsidiary and affiliate companies that share the SK brand and culture....

, Korean Air

Korean Air

Korean Air Lines Co., Ltd. , operating as Korean Air, is both the flag carrier and the largest airline of South Korea, with global headquarters located in Seoul, South Korea. Korean Air's international passenger division and related subsidiary cargo division together serve 130 cities in 45...

, and Hyundai

Hyundai

Hyundai ) is a global conglomerate company, part of the Korean chaebol, that was founded in South Korea by one of the most famous businessmen in Korean history: Chung Ju-yung...

). The secretariat of the council carries out administrative related tasks to support the activities of the council.

Members of the Council include the following:

Members of the Council

Chair

Ms. Lee Bae-yongPresidential Council on Nation Branding

Ex-Officio Members

Mr. Ahn Byong Man

Byong Man Ahn

Dr Byong Man Ahn is an South Korean academic, and the former President of Hankuk University of Foreign Studies. He received his Bachelors and Masters degrees from the Seoul National University in 1964, and 1967. In addition, he received his Doctorate from the University of Florida in 1973...

Minister of Education, Science and Technology

Mr. Cho Hwan EikPresident & CEO of Korea Trade-Investment Promotion Agency

KOTRA

In Korea, KOTRA was established in 1962 as a national trade promotion organization. Since then, it has facilitated Korea's rapid export-led economic development through various trade promotion activities such as overseas market surveys and business matchmaking...

Mr. Choi See joongChairman of Korea Communications Commission

Mr. Chung Jong hwanMinister of Land, Transport, and Maritime Affairs

Mr. Kim Kyung hanMinister of Justice

Mr. Kwon Tae shinMinister of the Prime Minister's Office

Mr. Lee Dal konMinister of Public Administration and Security

Ministry of Public Administration and Security

Ministry of Public Administration and Security is a ministry of the national government of South Korea. The ministry is in charge of the civil and domestic affairs in South Korea including the National Police Agency and the National Emergency Management Agency....

Mr. Lee Youn HoMinister of Knowledge Economy

Mr. Lee ChamPresident of the Korea Tourism Organization

Korea Tourism Organization

The Korea Tourism Organization is a statutory organization of the Republic of Korea under the Ministry of Culture and Tourism and is commissioned to promote the country's tourism industry.-Overview:...

Mr. Oh Se-hoon

Oh Se-hoon

Oh Se-hoon was the Mayor of Seoul between 2006 and August 26, 2011. On June 3, 2010, Oh was reelected as the Mayor of Seoul but resigned after losing a referendum on the Seoul Free Lunch Referendum.. Oh is a member of the Grand National Party.-Personal history:Oh was born in Seongdong-gu...

Mayor of Seoul

Seoul

Seoul , officially the Seoul Special City, is the capital and largest metropolis of South Korea. A megacity with a population of over 10 million, it is the largest city proper in the OECD developed world...

Mr. Park Hyung jun Senior Officer to the President

Lee Myung-bak

Lee Myung-bak is the President of South Korea. Prior to his presidency, he was the CEO of Hyundai Engineering and Construction and the mayor of Seoul. He is married to Kim Yoon-ok and has three daughters and one son. His older brother is Lee Sang-deuk, a South Korean politician. He attends the...

for Public Relations

Mr. Park Dae Won President of Korea International Cooperation Agency

Korea International Cooperation Agency

The Korea International Cooperation Agency was established on April 1, 1991, by the South Korean Ministry of Foreign Affairs and Trade.-KOICA:...

Mr. Park Jae wan Senior Secretary to the President for State Affairs Planning

Mr. Yoon Jeung Hyun Minister of Strategy and Finance

Mr. Yu Myung hwan Minister of Foreign Affairs and Trade

Ministry of Foreign Affairs and Trade (South Korea)

Mr. Yu In Chon Minister of Culture, Sports and Tourism

Appointed Members

Mr. Cha Yoon Ho Professor of Joongbu University

Mr. Cheong Young Rok Professor of Seoul National University

Seoul National University

Seoul National University , colloquially known in Korean as Seoul-dae , is a national research university in Seoul, Korea, ranked 24th in the world in publications in an analysis of data from the Science Citation Index, 7th in Asia and 42nd in the world by the 2011 QS World University Rankings...

Mr. Cho Byung Lyang Professor of Hanyang University

Hanyang University

Hanyang University is one of the most prestigious universities in South Korea. In particular, Hanyang's School of Engineering is one of the oldest engineering schools in Korea. The main campus is Hanyang University at Seoul, located in the Seoul, with its branch campus, the ERICA campus , located...

Mr. Cho Kuy Ha President & CEO of CSK Investment Korea

Ms. Choi Jung hwa Professor of Hankuk University of Foreign Studies

Hankuk University of Foreign Studies

Hankuk University of Foreign Studies is one of the leading universities in the Republic of Korea.HUFS has been consistently ranked as one of the most prestigious higher education institutes in Korea, especially being ranked as a top in the field of Foreign Language...

Mr. Chung Tae Young President & CEO of Hyundai Capital

Hyundai Capital

Hyundai Capital Services is a South Korean consumer finance company providing a range of auto financing, auto leasing service, personal loans and home mortgages. Hyundai Capital is a joint venture between Hyundai Motor Company and GE Capital .Established in 1993, Hyundai Capital claims to be the...

& Card

Hyundai Card

HyundaiCard is Korea's leading credit card company. Headquartered in Seoul, Korea, the HyundaiCard is a joint venture between Hyundai Kia Automotive Group and GE Capital. HyundaiCard was established in 2001....

Mr. Han Choong Min Professor of Hanyang University

Hanyang University

Mr. Jo Jung Yul Professor of Sookmyung Women's University

Sookmyung Women's University

Sookmyung Women’s University is a private university in Yongsan-gu, Seoul, South Korea. Founded in 1906, Sookmyung is Korea’s first royal private educational institution for women.- History :...

Mr. Kim Mun Cho Professor of Korea University

Korea University

Mr. Kim Won Yong Professor of Ewha Womans University

Ewha Womans University

Ewha Womans University is a private women's university in central Seoul, South Korea. It is one of the city's largest institutions of higher learning and currently the world's largest female educational institute. It is one of the best-known universities in South Korea, and often considered to...

Mr. Kim You Kyung Professor of Hankuk University of Foreign Studies

Hankuk University of Foreign Studies

Mr. Kim Jeong Tak Professor of Sungkyunkwan University

Sungkyunkwan University

Sungkyunkwan University is a private university in Seoul and Suwon, South Korea. The university has two campuses: the Humanities and Social Sciences campus in Myeongnyun Dong, Jongno-gu in central Seoul, and the Natural Sciences Campus in Cheoncheon Dong, Jangan Gu, Suwon...

Mr. Kim Hyung Suk Professor of Woosong University

Woosong University

Woosong University, is a specialized university, located in Daejeon, South Korea providing a specialized curricula based on practical foreign language and high-tech IT education for every major field of study.- History :...

Mr. Kim Hyung Joon Professor of Myongji University

Myongji University

Myongji University was founded in 1948 and is located in South Korea. It provides higher education in the fields of engineering, sciences and humanities. It has two campuses; one in downtown Seoul, and the other in Yongin, 35km south of Seoul...

Mr. Samuel Koo President & CEO of Seoul Tourism Marketing

Mr. Lee Soon Dong President of Samsung Volunteers Corps

Mr. Lee Doo Hee Professor of Korea University

Korea University

Mr. Lee Jong Hee President & CEO of Korean Air

Korean Air

Mr. Myung Seung Soo Professor of Catholic University of Daegu

Catholic University of Daegu

The Catholic University of Daegu is the largest Catholic-affiliated university in South Korea. The main campus is located some distance outside Daegu in neighboring Gyeongsan City, with two smaller campuses within Daegu. The university enrolls about 17,000 students.-History:The St...

Mr. Nam goong Yon President of Studio FAT

Mr. No Kyu Hyung President of Research & Research

Mr. Oh Mahn Seug Professor of the Academy of Korean Studies

Mr. Oh Nam Soo President of Kumho Asiana Group

Kumho Asiana Group

Kumho Asiana Group is a large South Korean Jaebeol , with subsidiaries in the automotive, industry, leisure, logistic, chemical and airline fields. The group is headquartered at the Kumho Asiana Main Tower in Sinmunno 1-ga, Jongno-gu, Seoul, South Korea. The group was established in 1946...

Ms. Park Jae Ok Professor of Hanyang University

Hanyang University

Ms. Park Soon Ae Professor of Seoul National University

Seoul National University

Mr. Park Young Ho President & CEO of SK Holdings

Mr. Ryu Tae Geon Professor of Bukyung University

Amb. Suh Dae-Won Counselor of Hyundai Rotem

Mr. Suh Koo Won Professor of Hanyang Cyber University

Hanyang Cyber University

Hanyang Cyber University is a virtual university in South Korea, founded in 2002.* http://www.hanyang.ac.kr/week/2006/200602/e4_top.html* http://www.hanyangcyber.ac.kr/English/index.asp...

Mr. Yoon Eun Key President of Seoul School of Integrated Sciences and Technologies

International Advisory Forum Members

Mr. Ahmed A. Al-Subaey Representative Director and CEO, [S-OIL|S-OIL Corporation]

Mr. James Bemowski Vice Chairman and CEO, Doosan Corporation

Doosan Corporation

Doosan Corporation is a corporate holding company headquartered in Euljiro 6-ga, Jung-gu, Seoul, Korea.-History:*1896 Park Seung-jik opened first store*1925 Changed the name of Park Seung-Jik Store Limited to Doosan Store...

Mr. Simon Bureau President and CEO, The Canadian Chamber of Commerce in Korea

Mr. Taeksoo Chun Secretary General, Korean National Commission for UNESCO

UNESCO

The United Nations Educational, Scientific and Cultural Organization is a specialized agency of the United Nations...

Mr. Kuk-Lok Chung Vice President and CEO, Arirang TV

Mr. Tom Coyner Consultant, Soft Landing Consulting

Mr. Roland Davies Director, the British Council Korea

Mr. Robert Dencher Country Chairman, Shell Pacific Enterprise

Mr. Ray Frawley President, McDonald’s Korea

Mr. Wei Han Korea CEO, Bank of China

Bank of China

Bank of China Limited is one of the big four state-owned commercial banks of the People's Republic of China. It was founded in 1912 by the Government of the Republic of China, to replace the Government Bank of Imperial China. It is the oldest bank in China...

Mr. Michael HellbackManaging Director, Deutsche Bank

Deutsche Bank

Deutsche Bank AG is a global financial service company with its headquarters in Frankfurt, Germany. It employs more than 100,000 people in over 70 countries, and has a large presence in Europe, the Americas, Asia Pacific and the emerging markets...

Seoul Brand

Mr. Michael W. Hurt Digital Media Producer, Turtle Boat Media

Mr. Lucio Izzo Director, Italian Cultural Institute in Seoul

Ms. Amy Jackson President, American Chamber of Commerce in Korea

Ms. Laure Coudret LautCultural Counselor of French Embassy, Director of the French Cultural Center

Mr. Joon Ho Lee President, Traffic Broadcasting System

Mr. Kwon Lee Attorney, Kim & Chang

Mr. Frank R. Little President, 3M

3M Company , formerly known as the Minnesota Mining and Manufacturing Company, is an American multinational conglomerate corporation based in Maplewood, Minnesota, United States....

Korea

Mr. N’Kumu Frey Lungula Saemaul Consultant

Ms. Linda Myers Head of Global Talent Management Office, Vice President of SK Holdings

Ms. Suzanna Samstag Oh Vice President, Friends of Korea

Ms. Dong Eun Park Executive Director, Korean Committee for UNICEF

Mr. John Early Petersen Distinguished Visiting Professor, Yonsei University

Yonsei University

Yonsei University is a Christian private research university, located in Seoul, South Korea. Established in 1885, it is one of the oldest universities in South Korea, the top private comprehensive universities in South Korea, and is widely regarded as one of the top three comprehensive...

Mr. Philip Raskin President, Burson-Marsteller

Burson-Marsteller

Burson-Marsteller is a global public relations and communications firm headquartered in the United States. Burson-Marsteller operates 67 wholly owned offices and 71 affiliate offices in 98 countries across six continents...

Korea

Mr. Werner Sasse Professor, Hanyang University

Hanyang University

Mr. Koji Shibata President and CEO, Marubeni

Marubeni

is a Japanese trading company, one of the largest general trading companies in Japan.-Offices:*Head Office - 4-2, Otemachi 1-chome, Chiyoda, Tokyo, Japan*Head Office -20-6, Shiba 5-chome, Minato, Tokyo, Japan...

Korea Corporation

Ms. Taeko Takahashi Minister, Public Information and Cultural Center

Mr. Alan Timblick Head, the Seoul Global Center

Mr. Peter Walshaw President and General Manager, Grand Hyatt Seoul

Grand Hyatt Seoul

The Grand Hyatt Seoul is a 5-star luxury Hyatt hotel in Seoul, South Korea. Located in landscaped gardens in Yongsan district, on the historic Mount Namsan,the hotel has 601 rooms and suites. The hotel's restaurants include the Paris Grill which serves European cuisine, The Chinese Restaurant,...

Mr. Raimund Wördmann Director, the Goethe-Institut

Goethe-Institut

The Goethe-Institut is a non-profit German cultural institution operational worldwide, promoting the study of the German language abroad and encouraging international cultural exchange and relations. The Goethe-Institut also fosters knowledge about Germany by providing information on German...

Korea

Mr. Sung Joon Yim President, Korea Foundation

Korea Foundation

The Korea Foundation was established in 1991 by the South Korean National Assembly with the aim to enhance the image of Korea in the world and also to promote academic and cultural exchange programs. It is an independent organization affiliated with the Korean Ministry of Foreign Affairs...

Activities

There are ten main activities promoted by the Presidential Council on Nation Branding: (1) Shaping the Future with Korea

Korea

Korea ) is an East Asian geographic region that is currently divided into two separate sovereign states — North Korea and South Korea. Located on the Korean Peninsula, Korea is bordered by the People's Republic of China to the northwest, Russia to the northeast, and is separated from Japan to the...

, (2) Campus World: Global Korea Scholarship, Campus Asia, (3) Korean Supporters, (4) Global Korean Network, (5) Promoting Korean

Korean language

Korean is the official language of the country Korea, in both South and North. It is also one of the two official languages in the Yanbian Korean Autonomous Prefecture in People's Republic of China. There are about 78 million Korean speakers worldwide. In the 15th century, a national writing...

and Taekwondo

Taekwondo

Taekwondo is a Korean martial art and the national sport of South Korea. In Korean, tae means "to strike or break with foot"; kwon means "to strike or break with fist"; and do means "way", "method", or "path"...

, (6) Global Citizenship

Global citizenship

,(7) Advanced Technology & Design Korea, (8) Rainbow Korea, (9) Friendly Digital Korea, (10) Korea Brand Index.
Shaping the Future with Korea

This project includes strategic economic cooperation with developing and underdeveloped countries by passing down the Korean development experience. The project aims in expanding the Economic Hallyu (or Korean movement) worldwide.

Campus World : Global Korea Scholarship

Scholarship

A scholarship is an award of financial aid for a student to further education. Scholarships are awarded on various criteria usually reflecting the values and purposes of the donor or founder of the award.-Types:...

, Campus Asia

This project supports international students with scholarships to establish a group of scholars amicable to Korea. The project also promotes student exchange programs between Asia

Asia

Asia is the world's largest and most populous continent, located primarily in the eastern and northern hemispheres. It covers 8.7% of the Earth's total surface area and with approximately 3.879 billion people, it hosts 60% of the world's current human population...

n universities to promote mutual understanding and interaction amongst future leaders in the Asian region.

Korean Supporters "World Friends Korea

World Friends Korea

World Friends Korea is a Korean government-run overseas volunteer program that was inaugurated on May 7, 2009. Prior to this program, the Korean government conducted various types of volunteer programs under three different government Ministries...

The government of Korea unified the government initiated international volunteer services under a new brand, “World Friends Korea.”The synergy

Synergy

Synergy may be defined as two or more things functioning together to produce a result not independently obtainable.The term synergy comes from the Greek word from , , meaning "working together".-Definitions and usages:...

increase is expected through strategic linkage between governmental agencies and departments. Korean Supporters aims at raising global outstanding individuals and national awareness through strengthening volunteer services capacity and enhancing national participation.

The program will dispatch over 3,000 volunteers overseas every year, the second largest after some 8,000 from the United States

United States

The United States of America is a federal constitutional republic comprising fifty states and a federal district...

Korea’s foreign assistance policy is World Friends Korea, roughly equivalent to the U.S. Peace Corps

Peace Corps

The Peace Corps is an American volunteer program run by the United States Government, as well as a government agency of the same name. The mission of the Peace Corps includes three goals: providing technical assistance, helping people outside the United States to understand US culture, and helping...

. The Presidential Council on Nation Branding will play a coordinating role through its oversight of the various volunteer programs that government agencies have traditionally operated. Volunteers will be tasked with promoting Korea’s culture and food around the world as well as working in areas such as information technology

Information technology

, education

Education

Education in its broadest, general sense is the means through which the aims and habits of a group of people lives on from one generation to the next. Generally, it occurs through any experience that has a formative effect on the way one thinks, feels, or acts...

, and the environment

Environmental policy

Environmental policy is any [course of] action deliberately taken [or not taken] to manage human activities with a view to prevent, reduce, or mitigate harmful effects on nature and natural resources, and ensuring that man-made changes to the environment do not have harmful effects on...

Global Korean Network

This project aims in binding 7 million overseas Koreans into a single network. Capacity building

Capacity building

Capacity building also referred to as capacity development is a conceptual approach to development that focuses on understanding the obstacles that inhibit people, governments, international organizations and non-governmental organizations from realizing their developmental goals while enhancing...

of overseas Koreans and strengthening ties with their mother country, Korea may possibly bring in contributions to increasing brand value of Korea.

Promoting Korean

Korean language

This project includes establishing a Korean language e-learning system and increase knowledge of the Korean language through unifying Korean learning institutes as a single brand.

In October 2009, the Korean administration announced its plan to set up 150 Korean-language schools, called the King Sejong Institute

Sejong Hakdang (King Sejong Institute)

Sejonghakdang is a brand name that the Korean government launched in order to comprehensively provide Korean learners and teachers with the integrated study information service. "Sejonghakdang" is expected to be developed as one brand that indicates Korean-learning or -teaching institutes around...

, overseas by 2015 as part of efforts to promote cultural exchanges. The schools will play a central role in globalizing the Korean alphabet or Hangul

Hangul

, as well as providing information about the country.

Promoting Taekwondo

Taekwondo

This project aims in branding Taekwondo as a prestigious and internationally recognized sport. Through Taekwondo, the council wishes to introduce Korean culture and spiritual value and develop cultural contents and tourist products. The council will also assist in systemizing Taekwondo academies abroad.

Global Citizenship

Global citizenship

This project is a hospitality campaign towards foreigners either living or visiting Korea. The project will assist Korean nationals in raising global etiquette and internet ethics.

Advanced Technology & Design Korea:

This project includes positioning the best quality products made in Korea as “Premium Korea” and publicize Korean luxuries through these products.

Rainbow Korea

This project aims in assisting multicultural families to become healthy members of the Korean society. Infrastructure and economic assistance toward multicultural families in Korea are to be provided through this project.

Friendly Digital Korea

Friendly Digital Korea is a project utilizing broadcasting technology and infrastructure to enhance communication with the international world. Through this project, the council aims in creating an accessible image of Korea by the international community and communicate better with the international world through various contents.

Korea Brand Index

Managing a general national brand index by developing indexes of brand related activities from each government agency.

The future works of the Council include establishing general vision and strategies in implementing and managing its activities, establishing a feedback system to have proper knowledge of each activity’s implementation process, enhance public-private partnership

Public-private partnership

Public–private partnership describes a government service or private business venture which is funded and operated through a partnership of government and one or more private sector companies...

and encourage participation of Korean nationals, and suggest and cooperate in revising policies and laws related to branding activities.

Advanced Technology and Design KOREA

Project Advanced Technology and Design Korea. Sponsored by KOTRA

KOTRA

, the Presidential Council on Nation Branding

Presidential Council on Nation Branding, Korea

The Presidential Council on Nation Branding, Korea was established on January 22, 2009 by Executive Decree 21283 with the objective to promote Korea’s global image; to right misconceptions about Korea, its culture, its products, and its people; and to raise respect for Korea so as to support...

, and the Ministry of Knowledge Economy, this project aims itself to be the go to place in order to find information about Korea’s most innovative technology, design and business. Please stop by the blog (www.advancedtechnologykorea.com), Facebook (www.facebook.com/advancedtechKOR) and twitter (@advancedtechkr) to get connected. Already recognized in the industry as a prominent leader of IT, South Korea wants to share with the rest of the world the dynamic and various technology and design that this small but mighty Eastern land has to offer. Our mission is to break past stereotypes and shed the old image that the world may have of Korea and uncover the colorful and future-forward quality of the advancements that are hidden within this nation.

Funding

The total amount of money spent annually on global branding by separate organizations will reach 100 billion won

South Korean won

The won is the currency of South Korea. A single won is divided into 100 jeon, the monetary subunit. The jeon is no longer used for everyday transactions, and appears only in foreign exchange rates...

($74 million) fund branding campaigns at home and abroad. The council itself has an annual budget of 8 billion won ($5.8 million)

Challenges

"Because governments around the world have embraced nation branding only within the past few years, as yet few if any templates or models of best practice

Best practice

A best practice is a method or technique that has consistently shown results superior to those achieved with other means, and that is used as a benchmark...

exist for other nations to follow. Korea may establish such best practice through its current initiatives if the present momentum can be sustained."

"One of the major challenges that Korean policymakers have set for themselves is to reduce or even eliminate the so-called Korea discount, which refers to the belief that the "Made in Korea" marquee carries less prestige and status than other countries of origin such as "Made in Japan

Made in Japan

Made in Japan may mean:*"Made in Japan" - a 1972 single by Buck Owens*"Made in Japan" - a song performed by Ysa Ferrer*Made in Japan - an album by Deep Purple...

" or "Made in Germany

Made in Germany

Made in Germany is a merchandise mark indicating that a product has been manufactured in Germany.- History :The label was originally introduced in Britain by the Merchandise Marks Act 1887....

"."

In an interview with the Korea Times

The Korea Times

The Korea Times is the oldest of three English-language newspapers published daily in South Korea, along with The Korea Herald and The JoongAng Daily. It is part of the same newspaper group as Hankook Ilbo, a major Korean language daily...

, Simon Anholt

Simon Anholt

, creator of NBI (Nation Brands Index), evaluated the Korean government's objective of lifting its rank from 33rd to 15th place by 2013 as too ambitious. "No country has ever moved by more than one or two places in the national brand index, and in any case this isn't the proper way of using the index." Anholt advised Korea to emphasize more at Korea's performance in specific sectors such as people, culture, or governance. He also emphasized the need of sharper strategies to differentiate Korea from all other countries.

External links

국가브랜드위원회
Presidential Council on Nation Branding
Presidential Council on Nation Branding Opens, Korea Times, January 22, 2009
Promotion of Korea's Nation Brand, JoongAng Ilbo, March 24, 2009
South Korea's non-stop Nation Banding Programme, Nation Branding
KEI's Academic Paper Series, Korea Economic Institute
Korea Focus
Nation Branding: Everything about Nation Branding and Country Brands

The source of this article is wikipedia, the free encyclopedia. The text of this article is licensed under the GFDL.

Background and Objective

Current Status of Korean National Brand

Vision and Strategy

Vision

Strategy

Functions

Structure

Members of the Council

Activities

Advanced Technology and Design KOREA

Funding

Challenges

See also

External links