Yoon Jung-in; Maeil Business Newspaper: 396 pp., 15,000 won
The Presidential Council on Nation Branding (PCNB) was launched on Jan. 22, 2009 to raise awareness of the nation’s status in the international community through systematic and comprehensive strategies. After Korea successfully hosted the G20 summit in 2010, the nation has actively participated in a wide range of global activities and received much attention from the world.
But many people still don’t fully understand the organization’s role and function. This book offers a clear-cut explanation of the visions and strategies of the council.
The book tells how the council plays a role to implement the mission to inform the world about Korea and promote its image as a country that contributes to international society, produces world-class products and services, and respects other cultures.
Consisting of five chapters, the book delves into the early stages of the foundation and how important the nation’s image is in this era and how the organization creates a brand image for the nation through special strategies and visions by resorting to diverse channels and media.
It introduces not only the mechanism of the organization but also influential figures who elevate the nation’s image through the individual’s level, and cultural products, albeit invisible, contributing to the nation’s standing in the world.
— CHUNG AH-YOUNG