Measuring Country Image: The Case of South Korea

초록

The national brand value refers to all of the. assets of the national brand, including the people, companies, government and products that form the basis of national image and country brand strategy. This paper defines national brand value as one that is built by national competitiveness, and based on economic and non-economic factors, such as national image based on psychological proximity, and strategic efforts intended to enhance country brand value. We have measured the values of 16 national brands including South Korea