Promoting a policy initiative for nation branding: The case of South Korea

How to raise the brand value of Korean products has been seriously considered in recent years by the government as well as commercial firms, and this question has brought a momentum to deal with policy matters on nation branding in Korea. Consequently, the Lee Myung-bak administration (2008-13) took drastic action by establishing the Presidential Council on Nation Branding (PCNB) in 2009 to deal with nation branding. This policy initiative on nation branding was conducted by the Lee administration from February 2008 to February 2013. This paper first reviews and discusses the policy framework for nation branding and the key activities on nation branding, followed by a discussion of achievements and limitations of Korea’s nation branding. The nation branding issue has not been discussed much in the Korean or Asian public policy and public management communities in the past, and this article might provide a useful and timely reference for promoting such discussion.