The Korea Times
amn_close.png
amn_bl.png
National
  • Politics
  • Foreign Affairs
  • Multicultural Community
  • Defense
  • Environment & Animals
  • Law & Crime
  • Society
  • Health & Science
amn_bl.png
Business
  • Tech
  • Bio
  • Companies
amn_bl.png
Finance
  • Companies
  • Economy
  • Markets
  • Cryptocurrency
amn_bl.png
Opinion
  • Editorial
  • Columns
  • Thoughts of the Times
  • Cartoon
  • Today in History
  • Blogs
  • Tribune Service
  • Blondie & Garfield
  • Letter to President
  • Letter to the Editor
amn_bl.png
Lifestyle
  • Travel & Food
  • Trends
  • People & Events
  • Books
  • Around Town
  • Fortune Telling
amn_bl.png
Entertainment & Arts
  • K-pop
  • Films
  • Shows & Dramas
  • Music
  • Theater & Others
amn_bl.png
Sports
amn_bl.png
World
  • SCMP
  • Asia
amn_bl.png
Video
  • Korean Storytellers
  • POPKORN
  • Culture
  • People
  • News
amn_bl.png
Photos
  • Photo News
  • Darkroom
amn_NK.png amn_DR.png amn_LK.png amn_LE.png
  • bt_fb_on_2022.svgbt_fb_over_2022.svg
  • bt_twitter_on_2022.svgbt_twitter_over_2022.svg
  • bt_youtube_on_2022.svgbt_youtube_over_2022.svg
  • bt_instagram_on_2022.svgbt_instagram_over_2022.svg
The Korea Times
amn_close.png
amn_bl.png
National
  • Politics
  • Foreign Affairs
  • Multicultural Community
  • Defense
  • Environment & Animals
  • Law & Crime
  • Society
  • Health & Science
amn_bl.png
Business
  • Tech
  • Bio
  • Companies
amn_bl.png
Finance
  • Companies
  • Economy
  • Markets
  • Cryptocurrency
amn_bl.png
Opinion
  • Editorial
  • Columns
  • Thoughts of the Times
  • Cartoon
  • Today in History
  • Blogs
  • Tribune Service
  • Blondie & Garfield
  • Letter to President
  • Letter to the Editor
amn_bl.png
Lifestyle
  • Travel & Food
  • Trends
  • People & Events
  • Books
  • Around Town
  • Fortune Telling
amn_bl.png
Entertainment & Arts
  • K-pop
  • Films
  • Shows & Dramas
  • Music
  • Theater & Others
amn_bl.png
Sports
amn_bl.png
World
  • SCMP
  • Asia
amn_bl.png
Video
  • Korean Storytellers
  • POPKORN
  • Culture
  • People
  • News
amn_bl.png
Photos
  • Photo News
  • Darkroom
amn_NK.png amn_DR.png amn_LK.png amn_LE.png
  • bt_fb_on_2022.svgbt_fb_over_2022.svg
  • bt_twitter_on_2022.svgbt_twitter_over_2022.svg
  • bt_youtube_on_2022.svgbt_youtube_over_2022.svg
  • bt_instagram_on_2022.svgbt_instagram_over_2022.svg
  • Login
  • Register
  • Login
  • Register
  • The Korea Times
  • search
  • all menu
  • Login
  • Subscribe
  • Photos
  • Video
  • World
  • Sports
  • Opinion
  • Entertainment & Art
  • Lifestyle
  • Finance
  • Business
  • National
  • North Korea
  • 1

    Discussions on raising age for free subway rides gain momentum

  • 3

    2-year work experience prerequisite lifted for foreign shipyard welders

  • 5

    US reaffirms nuclear security assurances to South Korea

  • 7

    Families of Itaewon victims on collision course with Seoul City

  • 9

    William Franklin Sands' diplomatic and undiplomatic views of late Joseon

  • 11

    Will KT, POSCO replace CEOs as Shinhan, Woori did?

  • 13

    Korea as sublime, strange, and familiar

  • 15

    TXT, Le Sserafim top Oricon album and singles chart

  • 17

    Chinese spy balloon 'transits' Latin America after first craft flies over US

  • 19

    Blinken scraps rare China trip over alleged spy balloon

  • 2

    INTERVIEWTati Gabrielle, actress of Korean, African-American descent, feels proud of her heritage

  • 4

    Families of Itaewon crowd stampede victims clash with police over installation of memorial altar

  • 6

    China expresses 'strong dissatisfaction' over US shooting down balloon

  • 8

    Opposition party takes to streets to protest prosecution probes into leader

  • 10

    Korean American Rep. Young Kim named chair of House Indo-Pacific subcommittee

  • 12

    US remains committed to using full range of capabilities to defend S. Korea: Blinken

  • 14

    US shoots down suspected Chinese spy balloon with a single missile

  • 16

    Wang Yi urges US to 'avoid misjudgment' over balloon controversy

  • 18

    President Yoon at odds with politician who helped him win election

  • 20

    Musk didn't defraud investors with 2018 Tesla tweets

Close scrollclosebutton

Close for 24 hours

Open
  • The Korea Times
  • search
  • all menu
  • Login
  • Subscribe
  • Photos
  • Video
  • World
  • Sports
  • Opinion
  • Entertainment & Art
  • Lifestyle
  • Finance
  • Business
  • National
  • North Korea
National
  • Politics
  • Foreign Affairs
  • Multicultural Community
  • Defense
  • Environment & Animals
  • Law & Crime
  • Society
  • Health & Science
Mon, February 6, 2023 | 21:22
-------------------------
Brand Korea Plan Called Too Ambitious
Posted : 2009-03-19 16:28
Updated : 2009-03-19 16:28
Print PreviewPrint Preview
Font Size UpFont Size Up
Font Size DownFont Size Down
  • facebook
  • twitter
  • kakaolink
  • whatsapp
  • reddit
  • mailto
  • link


By Kang Hyun-kyung
Staff Reporter

Korea's plan to upgrade its national brand has been lauded but also evaluated as too ambitious.

Experts made these remarks after the Presidential Council on Nation Branding unveiled a 10-point action plan aimed to lift its global brand ranking to 15th by 2013 from the current 33rd.

British government advisor Simon Anholt said that national brand is not something that can be suddenly elevated over a short period of time as promised.

``No country has ever moved by more than one or two places in the national brand index, and in any case this isn't the proper way of using the index,'' Anholt said in an interview with The Korea Times.

Instead of overall score, Anholt, who coined the term of nation branding back in 1996, advised Korea to look in much more detail at Korea's performance in certain individual sectors of the Nation Brands index such as people, culture or governance.

Under Korea's action program to improve its global image, Korea will provide underdeveloped countries with technical assistance to help their economies move forward based on its past achievement of double-digit economic growth during the industrialization period, and send more aid workers to meet the global humanitarian needs.

Unveiling the action plan, Chairman Euh Yoon-dae of the presidential council declared a caring and respected Korea as a vision, stressing its brand value will be improved if the country is viewed as attractive by other nations.

Earlier, President Lee Myung-bak prioritized upgrading the national brand as one of his major strategies, adding Made-in-Korea products are undervalued overseas due to Korea's current `lower' standing among the global brand rankings.

Anholt, in collaboration with New York-based GfK Custom Research North America, measures the power and quality of 50 countries' brand images by combining exports, governance, culture and heritage, people, tourism and investment and immigration.

Korea ranked 33rd in the nation branding index released last year which conducted 20,157 interviews with approximately 1,000 interviews per country.

Brand experts shared the view that there is no doubt that the initiative would help Korea get more respect from the international community if effectively pursued over the next years.

``If implemented, this plan will certainly raise Korea's international standing,'' said Michael Breen, chairman of Insight Communications Consultants based in Seoul.

``There is a huge amount of generosity in this country. Koreans will find themselves being held in much higher regard in the international community,'' Breen added.

Anholt said most of the initiatives listed were good and solid, but he was skeptical on whether the plan would lift Korea's ranking from 33rd to 15th place by 2013 as the government intends.

``Whether or not they will really lift Korea's ranking in the Anholt-GfK Roper Nation Brands Index by 18 places in four years is quite another matter,'' he said.

As for the plan, the largest opposition Democratic Party commented that South Korea's mending fences with North Korea and human rights are two core tasks that the government needs to work on to make the country respected.

The presidential council, in collaboration with World Research, conducted a survey of 1,000 foreigners living in Seoul about the way the country is viewed.

In the poll, 48.4 percent answered security tension between South and North Korea was a major stumbling block prompting the country to be placed in a relatively poor standing in national brand, followed by Korea's limited contribution to the international community (44.1 percent) and socio-political instability (41.5 percent).

Rep. Kim Hyo-seuk of the DP accused the government of sending what he called confusing signals by pledging to upgrade its image on the one hand, while on the other it planned to downsize the National Human Rights Commission.

Kim contended that the downsizing plan would be no help at all in nation branding.

hkang@koreatimes.co.kr
 
Top 10 Stories
12-year work experience prerequisite lifted for foreign shipyard welders 2-year work experience prerequisite lifted for foreign shipyard welders
2Families of Itaewon victims on collision course with Seoul City Families of Itaewon victims on collision course with Seoul City
3President Yoon at odds with politician who helped him win election President Yoon at odds with politician who helped him win election
49 fishermen, including 2 Vietnamese, missing in boat incident 9 fishermen, including 2 Vietnamese, missing in boat incident
5LG publishes Korea's first group-level net zero report LG publishes Korea's first group-level net zero report
6Conflict reignites over relocation of POSCO Holdings to Pohang Conflict reignites over relocation of POSCO Holdings to Pohang
7[VIDEO] Filipina K-pop idol and K-drama actress react to stereotypes about the Philippines VIDEOFilipina K-pop idol and K-drama actress react to stereotypes about the Philippines
8FSC approves security token transactions in Korea FSC approves security token transactions in Korea
9Hyundai Motor's technology helps team become WTCR double champion Hyundai Motor's technology helps team become WTCR double champion
10Tasks lie ahead for Woori's next chairman nominee picked amid controversy Tasks lie ahead for Woori's next chairman nominee picked amid controversy
Top 5 Entertainment News
1[INTERVIEW] Tati Gabrielle, actress of Korean, African-American descent, feels proud of her heritage INTERVIEWTati Gabrielle, actress of Korean, African-American descent, feels proud of her heritage
2TXT, Le Sserafim top Oricon album and singles chart TXT, Le Sserafim top Oricon album and singles chart
3Reclusive fashion icon Martin Margiela makes comeback as artist with eerie wonderland of human bodies Reclusive fashion icon Martin Margiela makes comeback as artist with eerie wonderland of human bodies
4Decoding success factors of NewJeans: How is it different? Decoding success factors of NewJeans: How is it different?
5The Boyz member Hyunjae apologizes for wearing hat with Rising Sun flag design The Boyz member Hyunjae apologizes for wearing hat with Rising Sun flag design
DARKROOM
  • Nepal plane crash

    Nepal plane crash

  • Brazil capital uprising

    Brazil capital uprising

  • Happy New Year 2023

    Happy New Year 2023

  • World Cup 2022 Final - Argentina vs France

    World Cup 2022 Final - Argentina vs France

  • World Cup 2022 France vs Morocco

    World Cup 2022 France vs Morocco

CEO & Publisher : Oh Young-jin
Digital News Email : webmaster@koreatimes.co.kr
Tel : 02-724-2114
Online newspaper registration No : 서울,아52844
Date of registration : 2020.02.05
Masthead : The Korea Times
Copyright © koreatimes.co.kr. All rights reserved.
  • About Us
  • Introduction
  • History
  • Contact Us
  • Products & Services
  • Subscribe
  • E-paper
  • RSS Service
  • Content Sales
  • Site Map
  • Policy
  • Code of Ethics
  • Ombudsman
  • Privacy Statement
  • Terms of Service
  • Copyright Policy
  • Family Site
  • Hankook Ilbo
  • Dongwha Group