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| 국가 브랜드 위원회 | |
| Agency overview | |
|---|---|
| Formed | January 22, 2009 |
| Dissolved | March 23, 2013 |
| Headquarters | Seoul, South Korea |
| Agency executive |
|
| Website | Official English Site |
| Presidential Council on Nation Branding | |
| Hangul | |
|---|---|
| Hanja | |
| Revised Romanization | Gukga Beuraendeu Wiwonhoe |
| McCune–Reischauer | Kukka Pŭraendŭ Wiwŏnhoe |
The Presidential Council on Nation Branding was established on January 22, 2009, by Executive Decree 21283 with the objective to develop South Korea's national brand value. The council was abolished on March 23, 2013.
South Korea achieved a nation brand above the OECD average.[1] South Korea's nation brand ranked 17th in 2012, on track to achieving the council's goal of 15th place by 2013.[2]
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."[3] 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.[citation needed]
The goal of the Presidential Council on Nation Branding was 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.[citation needed]
| Mainly positive view of South Korea (2013 BBC Poll);[4] % change 2010 [5] | ||
|---|---|---|
 Indonesia |
58% |  15%
|
 Ghana |
55% | 14%
|
 Nigeria |
48% | 17%
|
 United States |
47% | 1%
|
 Australia |
45% | 10%
|
 China |
44% |  14%
|
 Spain |
43% | 21%
|
 United Kingdom |
41% | 12%
|
 Chile |
40% | 5%
|
 Central America (2010) |
39% | NR |
 Canada |
38% | 1%
|
 France |
37% | 7%
|
 Kenya |
34% | 3%
|
 Russia |
34% | 6%
|
 Peru |
31% | NA |
 Poland |
31% | NA |
 Brazil |
30% | 8%
|
 Turkey |
30% | 13%
|
 Pakistan |
29% | 16%
|
 Mexico |
24% | 16%
|
 Italy (2010) |
23% | NR |
 Azerbaijan (2010) |
20% | NR |
 Egypt |
20% | 7%
|
 Greece |
18% | NA |
 Germany |
17% | 11%
|
 India |
19% | 
|
 Japan |
19% | 17%
|
| NA = Data not available in 2010 NR = Country not ranked in 2013 |
||
South Korea made 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.[6] The index has not published results for South Korea since 2012.[citation needed]
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 trending toward surpassing New Zealand, Norway, and Italy within a decade.[7]
The general motto employed by the South Korean government was, "Korea, A Loving Embrace"
As its main goal, the Presidential Council on Nation Branding aimed to (1) achieve a national brand at the OECD average level and (2) achieve the entry of the Korean national brand as world top 15 by 2013.
Strategies to implement the aforementioned goals included, (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 emphasized 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.
The three main functions of the Presidential Council on Nation Branding were: (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.[8]
The council was led by its second chairperson, Lee Bae-yong from September 28, 2010.[9] 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. in 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 planned and carried out the activities of the council, which were supported by five teams including teams specializing in international cooperation, corporate and information technology, culture and tourism, the global community and overall coordination. A 19-member working-level body assisted the panel.
The council consisted 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 were experts and CEOs of some of Korea’s corporate icons (Samsung, SK Group, Korean Air, and Hyundai). The secretariat of the council carried out administrative related tasks to support the activities of the council.
There were 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 project "Advanced Technology and Design Korea"--sponsored by KOTRA, the Presidential Council on Nation Branding, and the Ministry of Knowledge Economy--aimed itself to be the go to place in order to find information about Korea’s most innovative technology, design and business.
The total amount of money spent annually on global branding by separate organizations is projected to reach 100 billion won ($74 million) mostly used to fund branding campaigns at home and abroad. The council itself had an annual budget of 8 billion won ($5.8 million)
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