Magazine article International Trade Forum

Branding Korea: A Long-Term Export Policy of the Republic of Korea Combines National and Corporate Branding

Magazine article International Trade Forum

Branding Korea: A Long-Term Export Policy of the Republic of Korea Combines National and Corporate Branding

Article excerpt

In 2000, the Korean Ministry of Commerce, Industry and Energy announced that to be globally competitive and boost exports, Koreans needed to shift from supplying generic products to developing their own brands. The Ministry's strategic policy was to support branding at the national level. As a start, it reorganized and renamed the "Quality and Design Division" to the "Design and Brand Policy Division".

After Korea successfully co-hosted the World Cup football tournament in 2002, the Government announced that the country should use this opportunity to connect its positive image to exports, and that building Korea's global brands could be a growth engine for the economy. The Government released its "Vision for Brand Power Korea 2010", which aims to have 70% of total exports in Korean brand-name products and list more than ten Korean brand names in the world's 100 most recognizable brands by 2010.

The Government supported companies in building a "Made in Korea" trademark, with a Brand Management Centre that provides brand consulting and a brand database where companies can find best practices, market trends, overseas consumer analysis and Korean brands' export trends. It developed a National Brand Competitiveness Index and self-assessment tool for companies to measure their brand equity and plan future strategy. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.