Repositioning the Korea Brand to a Global Audience: Challenges, Pitfalls, and Current Strategy by...

8/3/2019 Repositioning the Korea Brand to a Global Audience: Challenges, Pitfalls, and Current Strategy by Keith Dinnie

1/13

Lfjycjy|4

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@mfkem Hnjejlnem L{n|n| eji \~|ycanl[n|o| nj ygc Of{cej Kejonj` \clyf{

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[crf|nynfjnj` ygc Of{ce K{eji yf e@mfkem Esincjlc4 Lgemmcj`c|- Rnyhemm|-eji Ls{{cjy \y{eyc`~

Eleicanl \lncjlc Cj`e`cacjy pnygJf{yg Of{ce

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Y{s|y Ksnminj` yg{fs`g Nj|ynysynfj|4Cs{frcj Mc||fj| hf{ Of{cej SjnhnleynfjOf{ce Clfjfanl Nj|ynysyc

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2/13

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Anmnye{~ \rcjinj`

Dfgj Hchhc{ * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * *5

@mfkem Hnjejlnem L{n|n| eji \~|ycanl [n|o| nj ygc Of{cej Kejonj`

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A~sj`!off Oej`* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * *;

\fsyg Of{ce4 @fxc{jacjy eji \flncy~

\fsyg Of{ce| Jeynfjem Nicjyny~ \cj|nynxny~4 Cxfmsynfj- Aejnhc|yeynfj|-

R{f|rcly|

@nmkc{y [ftaej * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * 80

K{feile|ynj` Ic{c`smeynfj nj \fsyg Of{ce

On!|sj` Opeo* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * 75

[crf|nynfjnj` ygc Of{ce K{eji yf e @mfkem Esincjlc4 Lgemmcj`c|-

Rnyhemm|- eji Ls{{cjy \y{eyc`~

Ocnyg Injjnc * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * >3

Jf{yg Of{ce

Eleicanl \lncjlc Cj`e`cacjy pnyg Jf{yg Of{ce

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3/13

>3[crf|nynfjnj` ygc Of{ce K{eji yf e @mfkem Esincjlc

[crf|nynfjnj` ygc Of{ce K{ejiyf e @mfkem Esincjlc4

Lgemmcj`c|- Rnyhemm|- eji Ls{{cjy \y{eyc`~

k~ Ocnyg Injjnc

Is{nj` ygc re|y icleic ygc{c ge| kccj `{fpnj` eleicanl njyc{c|y nj ygc

stcmi fh jeynfj k{ejinj`*5 Ny n| njl{ce|nj`m~ lfaafj hf{ `fxc{jacjy| yf

eifry ygc yclgjnusc| fh k{eji aeje`cacjy nj f{ic{ yf {en|c ygcn{ lfsjy{~|

r{fstmc f{ yf lf{{cly nae`c icstlny| ygey ae~ kc icy{nacjyem yf ygc jeynfj|

|yejinj` nj ygc pf{mi* Of{ce ge| kccj ey ygc hf{ch{fjy fh ygn| |s{`c fh njyc{!

c|y nj ygc rfycjynem fh jeynfj k{ejinj`* I{nxcj me{`cm~ k~ e ic|n{c yf {crf|n!ynfj ygc Of{ce k{eji epe~ h{fa jc`eynxc e||flneynfj pnyg Jf{yg Of{cej

k{njoaej|gnr eji mnj`c{nj` nae`c| fh ygc Of{cej Pe{-; ygc fxc{jacjy fh

\fsyg Of{ce ge| lfaanyyci |n`jnstlejy {c|fs{lc| eji cjc{`~ yf rf|nynfj

ygc Of{ce k{eji e| e xnk{ejy i~jeanl icafl{el~- l{ceynxc eji frcj yf ygc

pf{mi* Pgcygc{ ygn| eyycaryci {crf|nynfjnj` fh ygc Of{ce k{eji pnmm kc

|sllc||hsm {caenj| yf kc |ccj* Ygc ls{{cjy {ehy fh jeynfj!k{ejinj` elynxnync|

njnyneyci eji lff{injeyci k~ ygc {clcjym~ c|yekmn|gci R{c|nicjynem Lfsjlnm

fj Jeynfj K{ejinj` pnmm jcci yf icmnxc{ yej`nkmc fsylfac| pnygnj ygc jcwy

ypf yf yg{cc ~ce{|? fygc{pn|c ygc njnynem cjygs|ne|a pnmm in||nreyc- rfmnynlem|srrf{y pnmm ipnjimc- eji njc{yne pnmm |cy nj*

Emygfs`g ny ge| kccj |s``c|yci ygey \renj n| fjc lfsjy{~ ygey ge| |sllc||!

hsmm~ aeje`ci e y{edclyf{~ ygey n| nj |fac pe~| |nanme{ yf \fsyg Of{ce|-

jeacm~ ygc y{ej|nynfj h{fa njyc{jem lfjnly eji inlyeyf{|gnr yf e af{c frcj

eji lfjsticjy lf|afrfmnyejn|a- ny ge| jfy kccj r{fxcj ygey `mfkem rc{lcr!

ynfj| fh ygn| y{ej|nynfj gexc kccj njscjlci k~ ygc |onmmhsm errmnleynfj fh

jeynfj!k{ejinj` yclgjnusc| f{ pgcygc{ ygc {crf|nynfjnj` fh ygc \renj k{eji

ic{nxc| |narm~ e| e lfj|cuscjlc fh ygc {cemny~ fh ygey jeynfj lgej`nj` nj ygcrf|y!H{ejlf c{e* < Emygfs`g ygc lgej`nj` {cemny~ fh \renj ifc| |cca yf gexc

{c`n|yc{ci nj ygc rc{lcrynfj| fh rcfrmc fsy|nic \renj- ygc{c errce{| yf kc e

|y{fj` hccmnj` eafj` \fsyg Of{cej rfmnl~aeoc{| ygey ygc lgej`nj` {cemny~

fh Of{ce ge| jfy y{ej|meyci njyf af{c rf|nynxc rc{lcrynfj| fh Of{ce eafj`

`mfkem esincjlc|* Rc{lcrynfj| fh Of{ce ygs| errce{ yf me` kcgnji {cemny~*

Ygc ke{facyc{ fh rskmnl frnjnfj af|y h{cuscjym~ lnyci nj ygn| {c|rcly n| ygc

Ejgfmy&@hO [frc{ Jeynfj K{eji| Njicw- nj pgnlg Of{ce| {cmeynxcm~ mfpm~

|yejinj` lfare{ci pnyg ygc |ntc fh ny| clfjfa~ n| yeocj e| cxnicjlc fh ygc

I{* Injjnc n| e||flneyc r{fhc||f{ fh ks|njc||- Ycarmc Sjnxc{|ny~- Derej* Gcn| ygc esygf{ fh Jeynfj K{ejinj`4 Lfjlcry|- N||sc|- R{elynlc 'Fwhf{i4

Ksyyc{pf{yg!Gcnjcaejj- ;227.*


4/13

>8 Fj Of{ce4 Xfmsac eji

af{c njyej`nkm~ ej njl{ce|c nj ygc njscjlc fh ygc jeynfj nj pf{mi ehhen{|*

Emygfs`g ygc st{|y yg{cc `fem| mcji ygca|cmxc| {ceinm~ yf ygc errmnleynfj

fh lfjxcjynfjem k{ejinj` yclgjnusc| h{fa ygc ks|njc|| |clyf{- ygc `fem fh

ksnminj` ygc jeynfj| njscjlc n| fhycj |nyseyci pnygnj ygc ifaenj fh rskmnl

inrmfael~ eji |fhy!rfpc{ r{fafynfj*52 Emygfs`g jeynfj k{ejinj` eji rskmnl

inrmfael~ |ge{c |nanme{ `fem| pnyg {c`e{i yf cjgejlnj` e jeynfj| nae`c-

ygc hely ygey ygc~ caejeyc h{fa inhhc{cjy eleicanl in|lnrmnjc| ge| {c|smyci

nj e |n`jnstlejy melo fh lfjlcrysem njyc`{eynfj* Yf e me{`c cwycjy- ygc f{n`nj|

fh jeynfj k{ejinj` mnc nj ks|njc||- pgc{ce| ygc {ffy| fh rskmnl inrmfael~ mnc

nj njyc{jeynfjem {cmeynfj|? eji pnygnj ygc eleicanl e{cje ygc ypf in|lnrmnjc|

{e{cm~ accy* Ygn| pnmm jf ifsky lgej`c e| njyc{c|y nj kfyg jeynfj k{ejinj`

eji rskmnl inrmfael~ lfjynjsc| yf `{fp*

\cxc{em fk|yelmc| yf njyc`{eynfj pnmm jcci yf kc fxc{lfac* E oc~ ke{{nc{ yf

ygc njyc`{eynfj fh ygc lfjlcry| eji in|lnrmnjc| fh jeynfj k{ejinj` eji rskmnl

inrmfael~ n| |narm~ e usc|ynfj fh yc{anjfmf`~* Ygc mej`se`c fh k{ejinj` |ny|

sjce|nm~ pnygnj ygc {e{cstci eyaf|rgc{c fh aej~ lfsjy{nc| cake||nc| eji

hf{cn`j anjn|y{nc|* Ygc lfjlcry fh rskmnl inrmfael~ n| he{ h{fa sjnxc{|emm~

cak{elci k~ eake||eif{| eji fygc{ inrmfaey|- aej~ fh pgfa r{chc{ ygc

inrmfaeynl hsjlynfj yf {caenj nj ygc {cema fh in|l{ccy fhstlnem lgejjcm| {eygc{

ygej ygc xsm`e{ny~ fh rejic{nj` yf ygc ae||c| nj hf{cn`j lfsjy{nc|* Gf|ynmny~


5/13

>0[crf|nynfjnj` ygc Of{ce K{eji yf e @mfkem Esincjlc

yf ygc lfjlcry fh jeynfj k{ejinj` ae~ kc cxcj af{c xn|lc{em- pnyg jeynfj

k{ejinj` kcnj` rc{lcnxci e| ej sjpcmlfac njy{s|nfj fh l{e|| lfaac{lnemn|a

eji sjpf{yg~ fh inrmfaeynl {c|fs{lc|* Yf fxc{lfac |slg gf|ynmny~ ny ae~ kc

jclc||e{~ yf emyc{ ygc yc{a jeynfj k{ejinj` yf e mc|| r{fxfleynxc fjc |slg

e| jeynfjem {crsyeynfj aeje`cacjy f{ lfarcynynxc nicjyny~*55

Emyc{jeynxcm~- fxc{jacjy| ae~ jcci yf hfls| af{c eyycjynfj fj |yeocgfmic{

ejem~|n| nj f{ic{ yf icyc{anjc pgnlg |yeocgfmic{| |gfsmi kc njlmsici nj ygc

lfsjy{~| jeynfj!k{ejinj` |y{eyc`~* Ygc ifanjejy xncp ey r{c|cjy aejieyc|

ygey emm rfycjynem |yeocgfmic{| |gfsmi kc njlmsici nj ygc hf{asmeynfj eji na!

rmcacjyeynfj fh jeynfj!k{ejinj` |y{eyc`~? gfpcxc{- |slg e xncp ae~ r{fxc yf

kc jenxc eji njchhclynxc nxcj ygc lgemmcj`c| fh lff{injeynfj ygey fp h{fa

e hsmm~ njlms|nxc err{felg* Ny pnmm kc njyc{c|ynj` yf fk|c{xc ygc cxfmsynfj fh

Of{ce| R{c|nicjynem Lfsjlnm fj Jeynfj K{ejinj` is{nj` ygc lfanj` ~ce{|-

nj yc{a| fh pgnlg |yeocgfmic{| f fj yf rme~ ej elynxc {fmc- pgnlg |yeocgfmic{|

r{fxnic fjm~ e yfocj r{c|cjlc- eji pgnlg |yeocgfmic{| pnygi{ep*

Kcles|c `fxc{jacjy| e{fsji ygc pf{mi gexc cak{elci jeynfj k{ejinj`

fjm~ pnygnj ygc re|y hcp ~ce{|- e| ~cy hcp nh ej~ ycarmeyc| f{ aficm| fh

kc|y r{elynlc cwn|y hf{ fygc{ jeynfj| yf hfmmfp* Of{ce ae~ c|yekmn|g |slg

kc|y r{elynlc yg{fs`g ny| ls{{cjy njnyneynxc| nh ygc r{c|cjy afacjysa lej

kc |s|yenjci*

Lgemmcj`c|

K{ejinj` e jeynfj n| e rfmnynlemm~ |cj|nynxc sjic{yeonj`* Ny cjlfare||c| n|!

|sc| fh jeynfjem nicjyny~ ygey lej kc lfjy{fxc{|nem eji inhstlsmy yf aeje`c*

Ygc ican|c fh ygc SO `fxc{jacjy| eyycary yf {ck{eji ygc jeynfj sjic{

pgey kcleac ojfpj e| ygc Lffm K{nyejjne learen`j |c{xc| e| e pe{jnj`

yf fygc{ fxc{jacjy| fh ygc rfycjynemm~ gf|ynmc {celynfj| ygey ae~ {ccy ej~

fhstlnem eyycary yf aejnrsmeyc e lfsjy{~| nae`c* Nj ygc le|c fh Of{ce- e|

hf{ af|y fygc{ jeynfj|- e oc~ lgemmcj`c hf{ rfmnl~aeoc{| n| yf |sllc||hsmm~

aeje`c ygc lfsjy{~| {crsyeynfj yg{fs`g r{fdclynj` ej esygcjynl eji lsmys{!

emm~ {fsjici nae`c fh ygc jeynfj nj |slg e pe~ ygey ifac|ynl esincjlc| if

jfy hccm cwlmsici* Fjc eleicanl fk|c{xc{ jfyc| ygey fxc{|cj|nynxny~ ekfsy

nicjyny~ lej kc r{fkmcaeynl nj Of{ce eji |s``c|y| ygey e |fmsynfj lejjfy

kc hfsji k~ r{cycjinj` ygey jeynfjem nicjyny~ ifc| jfy aeyyc{? e |fmsynfj

as|y {c|y fj |fac onji fh lfar{fan|c gn`gmn`gynj` cmcacjy| fh nicjyny~ ygey

|c{xc s{`cjy `fem|*5; Ygn| ae~ kc xncpci e| fjc fh ygc af|y lgemmcj`nj`

e|rcly| fh jeynfj k{ejinj`4 in|ynmmnj` ygc xe|yjc|| fh jeynfjem nicjyny~ njyf

|facygnj` ygey n| {cmcxejy eji lfaasjnlekmc yf |rclnstl esincjlc|*

Fjc fh ygc aedf{ lgemmcj`c| ygey Of{cej rfmnl~aeoc{| gexc |cy hf{ ygca!

|cmxc| n| yf {cislc f{ cxcj cmnanjeyc ygc |f!lemmci Of{ce in|lfsjy- pgnlg


6/13

>7 Fj Of{ce4 Xfmsac >[crf|nynfjnj` ygc Of{ce K{eji yf e @mfkem Esincjlc

\ea|sj`- G~sjien- onalgn*Yclgjfmf`nlemm~ |y{fj`* H{ncjim~ rcfrmc* Ynci yf ygcn{ {ffy|*\rnl~ hffi* \aemm e{ce- |cre{eyci nj Jf{yg eji \fsyg*Lgemmcj`c yf ygc pf{mi*\ea|sj`- G~sjien- M@* ;22; Pf{mi Lsr*Xc{~ E|nej ksy inhhc{cjy h{fa Derej f{ Lgnje* Of{ce n| xc{~ h{ncjim~

eji rf|nynxc yf ac* Onji rcfrmc* Njyc{c|ynj` lsmys{c* Icmnlnfs|hffi* R{cyy~ pfacj* Of{cej Pe{* Jf{yg Of{ce n| kei4 \fsygOf{ce n| `ffi*

E {ej`c fh rfycjynemm~ s|chsm nj|n`gy| lej kc i{epj h{fa ygc errmnleynfj

fh usemnyeynxc {c|ce{lg yclgjnusc| |slg e| ygn|* Ygc {c|ce{lg |gfsmi kc

lfjislyci nj pgnlgcxc{ lfsjy{nc| f{ {c`nfj| Of{ce n| eyycarynj` yf ksnmi

ny| k{eji- e| {c|rfj|c| h{fa ej~ fjc {c`nfj lejjfy kc `cjc{emntci yf fygc{

{c`nfj|* Rc{lcrynfj| fh Of{ce pnygnj Cs{frcej lfsjy{nc|- hf{ cwearmc-

pnmm mnocm~ kc xc{~ inhhc{cjy h{fa rc{lcrynfj| fh Of{ce pnygnj jcn`gkf{nj`

lfsjy{nc| nj E|ne*

Eafj` ygc af|y njy{n`snj` lgemmcj`c| hf{ ygc Of{ce k{eji n| yf stji pe~|

nj pgnlg ygc Of{cej jeynfj k{eji lej kcjcsty h{fa ygc c|ycca nj pgnlg

|fac fh ny| aedf{ lf{rf{eyc k{eji| e{c gcmi* \ea|sj`- G~sjien- eji M@

e{c gn`gm~ {c|rclyci mfkem k{eji|- ~cy ygc~ ifpjrme~ ygcn{ Of{cej f{n`nj|-

rc{ger| e aejnhc|yeynfj fh ygc Of{ce in|lfsjy emmsici yf ce{mnc{* Pgc{ce|

Derejc|c lf{rf{eyc k{eji| |slg e| \fj~- Yf~fye- Any|skn|gn- eji Yf|gnke

errce{ yf gexc aeic e gs`c lfjy{nksynfj yf ygc cjgejlcacjy fh Derej|

jeynfj k{eji- Of{ce ifc| jfy errce{ yf gexc kcjcstyci h{fa ygn| y{ej|hc{!

cjlc fh k{eji cusny~ h{fa lf{rf{eynfj yf jeynfj* L{ceynxc pe~| jcci yf kc

hfsji yf cj|s{c ygey Of{ce {clcnxc| isc {clf`jnynfj e| kcnj` ygc lfsjy{~

fh f{n`nj fh \ea|sj` eji ygc fygc{ `mfkem lf{rf{eyc k{eji|* Re{ynlsme{m~

nj ygc cmcly{fjnl| |clyf{- ygc{c n| empe~| e {n|o ygey lfj|sac{| nj hf{cn`j

ae{ocy| pnmm e||sac ygey e k{eji n| Derejc|c cxcj nh nj {cemny~ ny n| jfy? ej

erre{cjym~ gn`g rc{lcjye`c fh S*\* lfj|sac{| kcmncxc- hf{ cwearmc- ygey

Jfone n| e Derejc|c k{eji* Fjc pe~ nj pgnlg Of{cej lf{rf{eynfj| lej eji

if lfjy{nksyc yf Of{ce| jeynfj k{ejinj` n| yg{fs`g ygc r{fxn|nfj fh ygcn{

ae{ocynj` eji k{ejinj` cwrc{yn|c yf f{`ejnteynfj| |slg e| ygc R{c|nicjynem

Lfsjlnm fj Jeynfj K{ejinj`*

Rnyhemm|

Aej~ rnyhemm| epeny `fxc{jacjy| ygey e{c cake{onj` fj jeynfj!k{ejinj`

learen`j|- r{fdcly|- eji |y{eyc`nc|* Lgnch eafj` ygc|c n| ygc emms{c fh

cwrcj|nxc ksy crgcac{em eixc{yn|nj` learen`j|* Emygfs`g ygc {fmc fh ei!

xc{yn|nj` lej kc ej narf{yejy cmcacjy nj e lfsjy{~| fxc{emm jeynfj!k{ejinj`

|y{eyc`~-59 ny |gfsmi jfy kc {c`e{ici e| |shstlncjy nj ny|cmh* E lfar{cgcj|nxc


8/13

522 Fj Of{ce4 Xfmsac lfsjlnm lgen{aej Csg ^ffj!iec fhstlnemm~ mesjlgci

Of{ce| ls{{cjy jeynfj!k{ejinj` r{f`{ea sjic{ ygc es|rnlc| fh ygc jcpm~

l{ceyci R{c|nicjynem Lfsjlnm fj Jeynfj K{ejinj`* Ygc lfsjlnm lfar{n|c| 90

acakc{|- 58 fh pgfa e{c |cjnf{ fxc{jacjy st`s{c| pgnmc


10/13

52; Fj Of{ce4 Xfmsac 9? C* Ex{egea-Ae{ocynj` eji Aeje`nj` Jeynfj K{ejinj` is{nj` R{fmfj`ci L{n|n|4 Ygc Le|c fh N|{ecm-

Rmelc K{ejinj` eji Rskmnl Inrmfael~ 3- jf* < ';22>.4 ;2;5;*

;* \* Mcc- C* M* Yfyg- eji G* \gnj- Lf`jnynxc Leyc`f{nteynfj eji [fsyc| fh Jeynfjem[crsyeynfj Hf{aeynfj4 S*\* Frnjnfj Mceic{| Xncp| fj \fsyg Of{ce-Rmelc K{ejinj`eji Rskmnl Inrmfael~ 9- jf* 9 ';227.4 ;0;78*

- jf|* 93 ';22;. ;75>- jf|* 93 ';22;.4 ;9597*

3* @* \tfjin- Rskmnl Inrmfael~ eji Jeynfj K{ejinj`4 Lfjlcrysem \nanme{nync| ejiInhhc{cjlc|- njIn|ls||nfj Rerc{| nj Inrmfael~ 'Lfrcjge`cj4 Jcygc{meji| Nj|ynysycfh Njyc{jeynfjem [cmeynfj|- ;227.- 3*

8* O* Injjnc- Jeynfj K{ejinj`Lfjlcry|- N||sc|- R{elynlc 'Fwhf{i4 Ksyyc{pf{yg!Gcnjcaejj- ;227.*

0* @* Yc|hfa- L* Msyt- eji R* @ges{n- Lfare{nj` Cwrf{y Ae{ocynj` Lgejjcm|4 Ic!xcmfrci xc{|s| Icxcmfrnj` Lfsjy{nc|- Njyc{jeynfjem Ae{ocynj` [cxncp ;5- jf|* 9&3

';229.4 92>;;*

7* D*!M* E{{c`mc- R* P* Kcean|g- eji M* Gkc{y- Ygc [c`nfjem Inacj|nfj fh AJC|Hf{cn`j \sk|nine{~ Mflemnteynfj-Dfs{jem fh Njyc{jeynfjem Ks|njc|| \ysinc| 92- jf* 5';22>.4 78520*


12/13

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Repositioning the Korea Brand to a Global Audience: Challenges, Pitfalls, and Current Strategy by...

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Transcript of Repositioning the Korea Brand to a Global Audience: Challenges, Pitfalls, and Current Strategy by...