국가브랜드 가치평가와 한국에 대한 시사점

Valuing the Country Brand and Implications for Korea

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.