ScholarWorks@숙명여자대학교

초록

Nation branding is a publicly coordinated action to build up desirable image of a country. Traditional study on nation branding has focused on marketing strategies believing that desirable image of a country would have positive effect on national economic growth. However, as a publicly coordinated action, nation branding reveals characteristics of public policy, especially cultural policy. As there has been growing practices of nation branding, cultural aspect of nation branding gained importance in defining itself. Nation could be only defined if it based on the nation's history, its people, and its culture. Moreover, affinity of nation branding process to internalization of cultural policy process also exists. However, due to small accumulation of academic analysis in this field, there is still confusion on from what policy field it should be looked at. Also, it is difficult to assess the effect of such policy, except for few privately developed international indicators, on what basis it should be judged as success or failure. This study intends to provide evidences why and how nation branding policy could be included as public policy and how it could be anlayzed with the same language we are using in the policy field. Firstly, definitional basis of national branding and its cultural interpretations are provided form original fields of nation branding study. Secondly, characteristics of nation branding policy of Lee Myung-Bak administration will be explained based on arguments in relation to cultural policy. Lastly, reasons for termination of nation branding policy will be analyzed. It has failed to continue in the new government because the National Committee for Nation Branding Policy was pendulous in proclaiming its policy objective and also week organizational feature as a steering body to achieve its goals.

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