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Branding of South Korea & K-wave : Implications to Thailand 4.0

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Frame of Image n Brand
Product Brand
Attributes
Difficult to define
Well defined
Nation Brand
Product Brand
Benefits
Purely emotional
Functional and emotional
Nation Brand
Product Brand
Image
Complicated, various, vague
Simple, clear
Nation Brand
Product Brand
Associations
Secondary, numerous, And diverse
Primary and secondary, relatively fewer and more specific
Nation Brand
Product Brand
Purpose
To promote national image?
To help sales and develop relationships
Nation Brand
Product Brand
Ownership
Unclear, multiple stakeholders
Sole owner
Nation Brand
Product Brand
Audience
Diverse, hard to define
Targeted segment
A nation is not a product in the sense that…
Source: Fan (2006)
Despite the differences, you can apply the basic idea of ‘product branding’ to a country!
Brand Identity vs. Brand Image
Brand identity
: What you really want other people, companies, & countries to think about your brand
Brand image
: What they really think about your brand
Phan
Bangkok
Phuket
Pattaya
Pad Thai
…
Phan
Bangkok
Phuket
Pattaya
Pad Thai
…
There’s always gap between brand identity and brand image!
 Branding is all about how to narrow the gap!
I2 congruence
 The key to branding
Brand
Identity
i h d
Brand
Image
d h
e
i I

Brand
c a
Brand
a
c g
f
What you really want
What they really think
I2 congruence
 The key to branding
Brand
Identity
i h d
Brand
Image
d h
e
i j

Brand
c a
Brand
a
c g
f
What you really want
What they really think
I2 congruence
 The key to branding
Brand
Identity
i h d
Brand
Image


Full Text
Title Branding of South Korea & K-wave
Similar Titles
Sub Title

Implications to Thailand 4.0

Material Type Proceedings
Author(English)

Ci, Cunhyeong

Publisher

Sejong, South Korea:KDI School of Public Policy and Management

Date 2016-11
Event

2016 HiPPS Capability Development Program (Module 1)

Pages 109
Subject Country South Korea(Asia and Pacific)
Language English
File Type Documents
Original Format pdf
Subject Social Development < General
Holding KDI School of Public Policy and Management
License