“Presidential Council on Nation Branding, Korea”的意思、由来-开放百科全书

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 Korean businesses and nationals abroad^[1] through governmental initiated strategies and policies. The council lies under the direct control and authority of the President of South Korea, Moon Jae-in.

The country has made significant gains since the launch of the council in 2009 and it was dismantled by the new administration in 2013 as South Korea achieved a nation brand above the OECD average, overtaking countries like Spain, Finland and Ireland, while approaching that of New Zealand with Norway and Italy to be surpassed in the next couple of years.^[2] South Korea's nation brand ranked 17th in 2012, on track to achieving the council's goal of 15th place by 2013.^[3]

Background and Objective

According to the Simon Anholt Report, nation branding refers to "how a country is seen by others". Other conceptualizations define nation branding as "strategic self-presentation of a country with the aim of creating reputational capital through economic, political, and social interest promotion at home and abroad."^[4] National brand today reflects the image of a country (soft power) more than its military or economic influence (hard power) in the international world. Strong national brand translates into high respect and acceptance of that country by the international community. 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 value in proportion to its economic power.^[5]

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

Mainly positive view of South Korea (2013 BBC Poll);^[6] % change 2010 ^[7]
Indonesia}}	58%	{{increase}} 15%
Ghana}}	55%	{{increase}} 14%
Nigeria}}	48%	{{increase}} 17%
United States}}	47%	{{increase}} 1%
Australia}}	45%	{{increase}} 10%
China}}	44%	{{decrease}} 14%
Spain}}	43%	{{increase}} 21%
United Kingdom}}	41%	{{increase}} 12%
Chile}}	40%	{{decrease}} 5%
Central America (2010)	39%	NR
Canada}}	38%	{{increase}} 1%
France}}	37%	{{increase}} 7%
Kenya}}	34%	{{increase}} 3%
Russia}}	34%	{{increase}} 6%
Peru}}	31%	NA
Poland}}	31%	NA
Brazil}}	30%	{{decrease}} 8%
Turkey}}	30%	{{increase}} 13%
Pakistan}}	29%	{{increase}} 16%
Mexico}}	24%	{{decrease}} 16%
Italy}} (2010)	23%	NR
Azerbaijan}} (2010)	20%	NR
Egypt}}	20%	{{increase}} 7%
Greece}}	18%	NA
Germany}}	17%	{{decrease}} 11%
India}}	19%	{{Steady}}
Japan}}	19%	{{decrease}} 17%
NA = Data not available in 2010 NR = Country not ranked in 2013

South Korea has been making substantial gains since the launch of the council, moving up to 26th in 2011 in the Anholt-GfK Roper Nation Brands Index from a rank of 29th in 2010 and 32nd in 2008.^[8] The index does not publish results for South Korea since 2012.

In a similar nation brand index that the Presidential Council on Nation Branding developed with Samsung Economic Research Institute, South Korea moved up to 17th in 2012 from 19th in 2010 and 20th in 2009. Backed by the world's most watched YouTube video in history, Gangnam Style and hit products from Samsung, the world's largest information technology company, for the first time, the country surpassed the average of the OECD in 2012, overtaking countries like Spain, Finland and Ireland, while approaching that of New Zealand with Norway and Italy to be surpassed in the next couple of years.^[9]

Vision and strategy

Under the general motto "Korea, A Loving Embrace" the South Korean government aims in developing its country as a contributing nation with respected people and global corporations, and a caring society that promotes togetherness.

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, corporations, and government, (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) embrace of multiculturalism and consideration for foreigners, (3) cultivation of global citizenship, (4) advertisement of modern technology and products, and (5) promotion of an attractive culture and tourism.

Functions

Three main functions of the Presidential Council on Nation Branding include: (1) General control tower on nation branding related issues of the South Korean government, (2) Effective execution of nation branding policies and related projects, and (3) Strengthening and expanding public-private partnerships as well as encouraging the participation of Korean nationals in nation branding activities.^[10]

Structure

The Council was led by its second Chairperson, Lee Bae-yong from September 28, 2010.^[11] She was the President of Ewha Womans University. The first was Yoon-Dae Euh 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 (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 Foreign Affairs and Trade (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, corporate and information technology, culture and 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, SK Group, Korean Air, and Hyundai). The secretariat of the council carries out administrative related tasks to support the activities of the council.

Members of the Council

Activities

There are ten main activities promoted by the Presidential Council on Nation Branding: (1) Shaping the Future with Korea, (2) Campus World: Global Korea Scholarship, Campus Asia, (3) Korean Supporters, (4) Global Korean Network, (5) Promoting Korean and Taekwondo, (6) Global Citizenship,(7) Advanced Technology & Design Korea, (8) Rainbow Korea, (9) Friendly Digital Korea, (10) Korea Brand Index.

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 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, the Presidential Council on Nation Branding, 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. Its 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 ($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 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" or "Made in Germany"."