Country-Specific Nation Re-Branding Programs Necessary: Expert
Foreigners Seldom Know Nationality of Country’s Famous Faces
By Jung Sung-ki
Staff Reporter
JEJU ISLAND ― To Manchester United's fervent fans, Park Ji-sung is one of the most important members of their team. But, still, the majority of people in the United Kingdom don't know much about South Korea.
Likewise, when former foreign minister Ban Ki-moon was inaugurated as the U.N. secretary general in 2007, South Korea was put under the global spotlight. But, unfortunately, many people around the world have forgotten the nationality of the world's top diplomat.
These examples reflect South Korea's "weak" national image, a French communication specialist said here, adding that the country should implement a long-term and well-coordinated strategy of re-engineering Korea's brand.
"The first image (of South Korea) for me was new technology. To be honest, however, the first image was North Korea," Bernard Spitz, CEO of BSConseil, a Paris-based consulting firm specialized in strategic communications, said in an interview with The Korea Times, Thursday.
"South Korea's image is cannibalized by North Korea. North Korea's image is very bad, but it is strong. Everybody is afraid of nuclear weapons," continued Spitz, who was attending the fifth Jeju Peace Forum. "South Korea's image is positive, but weak ― once you've brandished the nuclear threat, everything else pales."
South Korea is in need of a serious re-branding, but it can find many opportunities and examples on its home ground to turn its current, temporary weak image into a strength, the expert said.
To that end, South Korea should implement "coordinated but flexible strategies for target countries given the specificities of each nation," he suggested.
"Each nation has a different perception of the rest of the world, according to their own history, culture, traditions, interests and others. First impressions are the strongest."
For Americans, for instance, the first Asian nation which comes to mind is China ― top exporter of goods to the United States ― then Japan, a country of recognized technological innovation, he said, citing statistics regarding the number of articles on Asian countries in the New York Times in recent years.
South Korea, on the other hand, is recognized by Americans as a political ally and the first line of defense against North Korea's nuclear threat.
South Korea is also not a household name in the United Kingdom and France, which are more aware of India, China and Japan, said Spitz.
"Korea has many strong brands, in the electronics and automotive industries; but, unlike Japan's, they are not perceived as national, Korean brands, but as global brands," he noted. "It's a good economic success for Korean companies, but it doesn't support the image of Korea."
He recommended South Korea take a respectful approach to foreign cultures, and also be global, integrated and sustained, based on a partnership with the best local and foreign experts in lobbying, networking and communication.
To establish country-specific nation branding programs, groups of key policymakers, experts, advisers and organizers should hold regular meetings to monitor, study and analyze re-branding strategies, he said.
Setting up a networking panel of opinion leaders, such as the American-Israel Public Affairs Committee, and a funded organization to promote reciprocal relations between countries, targeting high-potential young leaders could be useful, he added.
Euh Yoon-dae, chairman of the Presidential Council on Nation Branding, said in a keynote speech at a plenary session that his panel would make the best of South Korea's cutting-edge information technology to promote its national brand.
A survey of 4,200 people in 25 countries, conducted in July, showed that Korea is best known for its technology, followed by cuisine and Korean television drams, said Euh.