Panel Discussion: “Korea’s Multiple Brands”
Thursday, May 27th from 7:00 to 9:00 pm
at Chungjeonggak
A panel of experts and guests from different countries will discuss Korea’s external branding campaigns, based on the article “The Need to Unify Korea’s Multiple Brands“.
Organization
- Introduction: Presentation of the Guests, the Event and the Branding Korea Initiative.
- Panel Discussion: Exchange of Ideas and Opinions around Korea’s External Branding Campaigns.
- Closing: Informal Discussions and Networking Session.
Location
The event is at Chungjeonggak (tel.: 02-313-0424), a historic house from the early 20th century used as an art gallery and restaurant.
View Chungjeonggak on a larger map
Summary
The panel consisted of participants from France, Russia, the US, Canada, Sweden, Germany and Korea.
The discussions were centered around the effectiveness of the different tourism marketing actions towards both the Asian and Western markets, as well as the existing and potential tourism offerings.
The panelists noted how these multiple campaigns influence their perception of Korea and showed interest in developing coordinated messages and long term strategies to help raise awareness and promote the destination in target markets.
How about giving us a rundown of the discussion. Do you have a transcript? Key points? I'd love to know if/what direction Korea's brand will be taking, and who will be participating. I agree that coordinated messages and long-term strategies are needed, but how can I (we) expats in Korea participate? Many of us are equally disappointed with Korea's lack of a strong brand, and confusing multiple campaigns and slogans. Branding a nation is no easy task and needs sufficient time to prepare a truly great brand.