국가 브랜드 이미지 제고 방안에 관한 연구 : 원산지 효과를 중심으로

Abstract

Since the successful 2002 Korean and Japanese World-cup game, voices to emphasize improved national images have been increasing in various fields. Through the World-cup game, Korea has been recognized as having friendly, creative and advanced technology as dynamic Korea and Hub of Asia. It was an opportunity to be out of the previous images such as the country of silent morning, having exclusive nature, weak citizenship and no definite national image. It was the best opportunity to improve our national image. Since the game, our national image was improved and we need further research on what factors influenced formation of national image, what kind of contribution they made to the formation of national image, and what we have to do to further improve our image. It is believed that the results will present various directions for improvement of national image to the government and business. Recently, most of the countries have recognized their countries as a brand and have been planning to conceptualize and improve their national image. Although Korean products have competitive advantage, they are not properly judged in overseas markets. So, this study is to find out how to improve our national image and to prepare effective strategies to reinforce Korean national competitive power. This study defines the concepts of national image, national brand and country of origin effect based on the results of previous discussions on national images and country of origin effect. It is to find out components of national images, present concept models on relations between variables and prepare effective national image improvement strategy and global brand. As a strategy to reinforce national image, this study suggests that Korea should prepare an effective management system through which promotion activities are operated under the concept of incorporated marketing communication. It is suggested that internationally we have to prepare Korean image with distinctive concepts and actively and effectively use MPR, Internet network and online media. This study suggests joint promotion through strategic cooperation between domestic companies in overseas markets, and management of national image through strategic management of international journalists working in Korea. As a method to prepare global brand which is a distinctive competitive factor, it suggests strategies such as repetitive advertisement, audio-visualization, and presentation of clues at a point of sale. Third, it suggests necessity to prepare distinctive strategies according to nature of products, characteristics of manufacturing countries and customers based on the concept of country of origin effect and understanding of relations between products evaluation. It also presents guidelines for counterplot of reputation of manufacturing countries and global marketing mix strategies to improve our global brand recognition and to prepare high brand image. National brand image can not be prepared and improved by temporary policies in such a short time. However, if we use strategies to improve the national image effectively and efficiently through establishment of national reliability, development of leading images, links between national image, enterprises' images and image of products, and organized preparation of national image, we can secure continuous national competitive power and further establish a confirming Korean image in the world.