THE INTERNATIONAL COMMERCE & LAW REVIEW (무역상무연구)
- Volume 28
- /
- Pages.119-142
- /
- 2005
- /
- 1229-2036(pISSN)
Valuing the Country Brand and Implications for Korea
국가브랜드 가치평가와 한국에 대한 시사점
- Suh, Yong-Gu (Marketing and Retailing, Sookmyung Women's University) ;
- Kim, Yong-Yul (International Business at Hongik University)
- Published : 2005.12.30
Abstract
This paper shows the method and result of calculating and comparing the country brand value. We define country brand value as one that is built by national competitiveness which contains material and human resources, psychological proximity which is createdfrom direct and indirect indices, and national brand strategy which means strategic efforts intended to enhance country brand value. By applying the model to 16 countries, rank and value of country brands were examined and implications for Korea were derived.
Keywords