Toward Nation Branding Systems: Evidence from Brand Korea Development

Abstract

This paper offers an integrated view of nation branding on the competitiveness of the country. Nation branding research has evolved through multidimensional contexts, lying on a continuum with the local at the one end and the global at the other. Despite ample evidence showing the great necessity of conceptual clarity of nation branding, there has been little challenge to theoretical convergence of nation branding. Particularly emphasizing the brand Korea development from the 1960s to the 1990s, our paper corroborates the conceptual evidence of nation branding and provides an understanding about the legitimate role of nation branding to international and area studies.