Korea's brand image<\/p>\n
The Korea Herald, Asia News Network, Seoul<\/p>\n
In this era of global economic competition, national image is
\nimportant, not only because it helps boost national pride and
\nprestige, but also because it influences the value of commercial
\nproducts. There is no doubt that the product image of our
\nautomobiles and cell phones in overseas markets is improved when
\nclients can associate them with Korea's good image.<\/p>\n
In this regard, the latest opinion poll conducted abroad to
\ndiscover Korea's national image should serve as a wake-up call
\nfor our policymakers in overseas public relations, as well as the
\nnews media. The nation needs well-thought out, long-term plans to
\npromote its image, regardless of skepticism about the effect of
\nsuch efforts.<\/p>\n
Korea is most well known in Vietnam and China, among the 11
\ncountries around the world where some 3,000 people were asked
\nwhat image they have of Korea. There is nothing wrong in the fact
\nthat we are most widely known and even considered \"a role model
\nfor economic development\" by our neighbors. The problem is that
\nthe nation remains little known, much less makes a good
\nimpression, in other countries outside Asia, such as the United
\nStates and Britain.<\/p>\n
Korea still reminds most Americans of the Korean War, half a
\ncentury after the war ended, according to the survey conducted by
\na research institute into the national image at Sungkyunkwan
\nUniversity, commissioned by the Ministry of Culture and Tourism.
\nIn a similar vein, a French diplomat here made an even more
\n\"stunning\" comment at a recent government-organized symposium: he
\nsaid \"there is nothing distinct about Korea in the minds of the
\nFrench.\"<\/p>\n
In the meantime, a majority of people in China and Southeast
\nAsian countries said they associate Korea with its culture, such
\nas food, movies and television dramas, as well as World Cup
\nsoccer games. These images have apparently been created by the
\n\"Korean wave,\" which needs to be more actively promoted.<\/p>\n
\"Dynamic Korea - the Hub of Asia,\" the popular slogan created
\nahead of the World Cup, also deserves to be further developed and
\nincorporated with Korea's older symbolic images, expounding the
\nnation's energy as an emerging economic powerhouse as well as its
\noutstanding cultural legacies.<\/p>",
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"sponsor": "Okusi Associates",
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