20500356-entry 7

Korea: as a brand

by Shin Chiyoung, Park Yong,
[대한민국 2008 +10 & -10]<6·끝>국가 브랜드가치 높이기

Dong-a Ilbo(http://www.donga.com/fbin/output?n=200801110070)

08.1.11

Summary

The article emphasizes the influence of nation’s brand by the result of a research. In the research, the brand-power of korea is 14th of the world, one third of japan’s, and half of china’s. and the article refers a comment of Philip Kotler, “the image of the product be different by the image of the nation”, “so the marketing strategy should be considered by nationally.”

If the nation’s brand marketing give good influence to the company, then the company’s improved competitive power and image influences to the nations; it becomes good circulations. A good example is Nokia’s. now, Nokia has the 30percent of the whole export of Finland. it is true that the perception and image for Finland is influenced by Nokia.

Opinion

Professor said several times in the class; Korea needs something that can improve the brand Korea. Brand power need to be considered and developed by nations, as well as by companies. It gives good effect to both sides; nations can improve its economy by inviting the foreign capital and investment by its nation-brand-power, companies can make its brand-power stronger by the nation-brand, like Japan. In the class, I was seriously thinking about the national brand of Korea doing the project of Hanbok. Now I found that the image of nation directly have impact to the competitive power of companies.