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Promoting a Policy Initiative for Nation Branding: The Case of South Korea

2014; Routledge; Volume: 13; Issue: 2 Linguagem: Inglês

10.1080/10548408.2014.926804

2150-5403

DaeYong Choi, Pan Suk Kim,

International Business and FDI

AbstractHow 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.Keywords: Nation brandingPresidential Council on Nation BrandingKoreapolicy initiativenation brands index About the AuthorsDaeYong Choi is currently a Visiting Professor at the KDI School of Public Policy and Management in Seoul, Korea. He was the Assistant Chairman of the Presidential Council on Nation Branding (PCNB), dealing with a wide range of issues on nation branding from planning and operations to co-operation with diverse stakeholders. After joining the Korean central government in 1982, he worked at several ministries and agencies, such as the Ministry of Strategy and Finance, the Presidential Council on National Branding, the Prime Minister's Office, the Ministry of Culture, the Government Reform Committee and Gyeonggi Provincial Government. His work areas were policy co-ordination, social and cultural policy, regulatory reform, policy evaluation, etc. He received his PhD degree in Public Administration at the Korea University in Seoul and has lectured on public administration and public policy at several universities in South Korea.Pan Suk Kim is currently the Dean of the College of Government and Business at Yonsei University in South Korea. After completing his PhD degree in Public Administration at the American University in Washington, DC, he was an assistant professor at Old Dominion University in Virginia. He is currently the President of the Asian Association for Public Administration (AAPA) and a lifetime fellow of the National Academy of Public Administration in Washington, DC. He was the President of the International Institute of Administrative Sciences (IIAS) in Brussels and a Vice Chairperson of the United Nations Committee of Experts on Public Administration (UNCEPA). He has broad experience as an expert in governmental affairs. He was Secretary to the President for Personnel Policy (Presidential Appointee) in the Office of the [Korean] President and served on several Policy Advisory Committees in Korean central and local government. He is currently the Editor-in-Chief of the Asian Review of Public Administration (ARPA) and editorial board member of major international journals. He had been the Deputy Editor of the International Review of Administrative Sciences (IRAS, published by Sage) and the Editor-in-Chief of the Korean Policy Studies Review and the International Review of Public Administration (IRPA).