Advancing Nation Brand Value Mode- A Unique Diagnostic and Strategic Framework for Nation Brand -

다국어 초록 (Multilingual Abstract)

The elevation of nation brand value contributes economically, socially, and politically, such as fostering a country-of-origin effect, boosting exports, investment, tourism, and immigration. Composite indicator such as NBI, CBSI, SERI-PCNB include a qualitative approach, a quantitative approach, an integrative approach, and reflect public's perceptions, statistical data, and a combination of both respectively. However, existing models need more guidance for future strategic application, accounting for the diverse impact of various actors and presenting the relative nature of nation brand in terms of national relationships and national image. This study proposes a comprehensive nation brand value model to measure a nation's brand value by integrating objective secondary data with subjective public perception. Survey data is based on the survey of 39 target countries across 58 countries from 1,600 respondents. This paper addresses the limitations of existing models, evaluating the appropriateness of each strategy at the level of government, civil organizations, corporations, and citizens and helps to improve inherent problems. Switzerland and Korea were analyzed as case studies as follows: First, analyzing the strengths and weaknesses of each country in terms of nation brand earnings, national competitiveness, national image, national relationships, and nation brand strategy. Second, presenting resource allocation priorities utilizing current international relations and improvement direction for nation brand strategic entities.