Branding Korea

Nation Brand Indexes & the Korea Brand, Part 2: The Futurebrand CBI

Branding Korea — Tue, 05 Apr 2011 12:24:32 +0000

In this second article of our series on Nation Brand Indexes, Victoria Berry, Strategist at FutureBrand North America, discusses the characteristics of the Country Brand Index and analyses the results and challenges of the Korea Brand in the 2010 edition. The CBI’s objective is to determine how close perceptions are to reality and provide a [...]

Nation Brand Indexes & the Korea Brand, Part 1: The Anholt-Gfk Roper NBI

Branding Korea — Tue, 08 Feb 2011 03:38:48 +0000

Indexes play a major role in evaluating a country brand’s strength and perception on the global stage. In particular, the Anholt-Gfk Roper Nation Brands Index (NBI) and the Futurebrand Country Brand Index (CBI) have both earned a wide international recognition and trust in the way they develop and produce their respective index. In this first [...]

Korean Pavilion at the Shanghai Expo: Retrospective Analysis

Branding Korea — Thu, 16 Dec 2010 13:05:14 +0000

Jay Wang is an associate professor of strategic communication at the University of Southern California’s Annenberg School for Communication and Journalism. His numerous research projects and articles address the role of nation communication in the contemporary process of globalization, with an area focus on China and public diplomacy. He recently led a research project on [...]

“Made in Korea” and Korea’s Nation Brand (Part 2)

Branding Korea — Mon, 27 Sep 2010 13:53:53 +0000

This article is the second part of a two-part series based on our discussions and exchanges with Martin Roll, business and brand strategist, former Honorary Ambassador to Korea and the author of the global bestseller “Asian Brand Strategy“. The first part was about Korea’s Image and Global Brands, the second part focuses on National Branding [...]

“Made in Korea” and Korea’s Nation Brand (Part 1)

Branding Korea — Wed, 30 Jun 2010 14:31:59 +0000

We had the occasion on June 1st to discuss in depth with Martin Roll, business and brand strategist, former Honorary Ambassador to Korea and the author of the global bestseller “Asian Brand Strategy“. As a world-renowned thought-leader on value creation through brand equity, he was one of the earliest supporters of the Branding Korea Initiative [...]

Gastrodiplomacy and the Promotion of Korea

Branding Korea — Tue, 01 Jun 2010 12:16:14 +0000

Paul Rockower is a gastronomist and recent graduate of the Master’s of Public Diplomacy program at the University of Southern California. He is the Communications Director for Public Diplomacy Corps, an organization dedicated to bringing public diplomacy to the public. This article introduces the concept of gastrodiplomacy and focuses on the Korean-Mexican fusion food as [...]

Exclusive Interview with Brand Kenya Board National Brand Manager

Branding Korea — Thu, 15 Apr 2010 10:19:17 +0000

We recently had the chance to discuss with one of our fellow LinkedIn Group Member Grace Wandera, National Brand Manager at the Brand Kenya Board, about her country’s National Branding strategy. In our conversation, and after a high level introduction of the Board, she mentionned some interesting points that could serve as inspiration for other [...]

Korea Delivering on its Brand Promises

Branding Korea — Wed, 24 Mar 2010 11:13:07 +0000

In order to stimulate awareness and demand for tourism, branding seems to be the new key to success for destination marketers. However, it can also be a dangerous option if the traveler’s experience is not consistent with the brand promise, which should express the realistic benefits and experiences to be expected when visiting a country. For example, Korea is [...]

This Week on Branding Korea

Branding Korea — Sun, 07 Mar 2010 09:38:47 +0000

On the Web Christopher Graves, CEO at Ogilvy PR Worldwide, on the continuing mystery of Korean brands not getting credit; The impact of Kim Yuna’s record on Korea’s Image and Economy; The Olympian will also appear in a new documentary to promote Seoul abroad; Korea will host the next meeting of the G-20 Tourism Ministers (or T-20) in Seoul [...]

The Need to Unify Korea’s Multiple Brands

Branding Korea — Tue, 09 Feb 2010 10:58:12 +0000

Korea’s new ambition to enhance its international positioning has seen the emergence of multiple brands and campaigns. All of which have different strategies, are more or less comprehensible, but share the same target audience and objectives of promoting tourism and improving Korea’s image abroad. This proliferation of brands is a reflection of a certain ambition [...]