Korea Lacks in Strong Identity in Brand Positioning

By Thomas Cromwell

WASHINGTON ― Korea can definitely benefit from a well-executed nation branding program. Already it has one of the world's strongest economies and some of the best international corporate brands, such as Hyundai, Samsung and LG. What it lacks is a distinct position in the world in the minds of most people.

The lack of a strong, clear identity probably accounts for Korea's less than stellar results in nation brand surveys. In the East West Global Index 200 that our company compiles every quarter, based on positive and negative mentions in leading international