국가브랜드 프로세스 구축 및 국가브랜드 아이덴티티 디자인 방향성 연구

초록

Background With the impact of globalization, the importance of place identities intensifies the trend of nation branding. However, as each nation is differently placed in terms of national development and objectives of nation branding, defining its own communication in nation brand identity is essential. The aim of this research is to review the relation between identity and the two variables mentioned above. Methods A literature review was conducted for nation branding, national competitiveness and vision setting as well as brand identity. Content analysis was conducted to understand the relationship between identity elements and the two key variables. Eighty nations were categorized into three groups by development stage and they were also categorized into two types—tourism-oriented and integrated nation brand—by the objective of nation branding. Result It was verified that the verbal and visual communication scheme varied by the two variables. More specifically, in terms of the national development stage, the difference between efficiency-driven and innovation–driven nations is identified in “color” expression. In terms of the objectives of nation branding, the difference between an integrated brand and tourism-oriented brand is evident in “informative” and “persuasive communication” and in “subjects.” Conclusions In designing the identity of a national brand, it is essential to build a verbal and visual communication scheme, based on the review of national development and the objectives of nation branding. Accordingly, nations may have to review and utilize the nature of the identity, which is correlated to the two major variables identified in the analysis when developing a nation’s brand identity.

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