Comments on: “Korea, Sparkling”: end of an era? http://brandingkorea.org/korea-sparkling-end-of-an-era/ Strategy & Communication Resources on the Korean Destination Thu, 02 Jun 2011 15:05:18 +0000 hourly 1 http://wordpress.org/?v= By: Jekkilekki - Trying to Brand a Country? Don’t depend on an Adjective to do it. http://brandingkorea.org/korea-sparkling-end-of-an-era/comment-page-1/#comment-320 Jekkilekki - Trying to Brand a Country? Don’t depend on an Adjective to do it. Tue, 14 Dec 2010 10:24:18 +0000 http://brandingkorea.org/?p=176#comment-320 [...] Korea, what would it be?^^ I had read at the beginning of the year that Korea is going to be rebranding its tourism campaign and logo, after the not-so-great “Korea, Sparkling” that [...] [...] Korea, what would it be?^^ I had read at the beginning of the year that Korea is going to be rebranding its tourism campaign and logo, after the not-so-great “Korea, Sparkling” that [...]

]]> By: Jeonju Photo Walk – Part 3 (전주) http://brandingkorea.org/korea-sparkling-end-of-an-era/comment-page-1/#comment-110 Jeonju Photo Walk – Part 3 (전주) Tue, 13 Jul 2010 07:18:56 +0000 http://brandingkorea.org/?p=176#comment-110 [...] it’s just my good luck but it definitely seems to be a trend (Interestingly the KTO recently changed their slogan from “Korea Sparkling” to “Korea, Be Inspired” after much [...] [...] it’s just my good luck but it definitely seems to be a trend (Interestingly the KTO recently changed their slogan from “Korea Sparkling” to “Korea, Be Inspired” after much [...]

]]> By: jekkilekki http://brandingkorea.org/korea-sparkling-end-of-an-era/comment-page-1/#comment-106 jekkilekki Fri, 09 Jul 2010 11:53:09 +0000 http://brandingkorea.org/?p=176#comment-106 I definitely agree with your points here. Korea needs to stop thinking short-term and start thinking long-term. They need to stop coming up with new initiatives, slogans, logos, and event campaigns, and concentrate on creating a very strong, long-term, memorable, national brand that spreads beyond only tourism campaigns and posters. Additionally, Korea needs to consider their target audiences for whom they are branding. They need international (not only Korean) talent that knows Korea from having lived for years in Korea - and not just choose a reputable company that can research it (I must admit I was quite disappointed by Interbrand's boasting on their site of their work on the "Korea Sparkling" brand - which as you pointed out, many "felt that the nation's identity was misrepresented"). Additionally, Korea needs to not focus solely on Seoul tourism (I live in Jeonju) because Korea is far more than Seoul (although I know that the majority of Koreans believe that all life begins and ends in Seoul). Korea has so much to offer tourists, but unfortunately, their national brand(s) aren't the power-houses they should be to spark interest Korea and become the next big Asian tour destination. I definitely agree with your points here. Korea needs to stop thinking short-term and start thinking long-term. They need to stop coming up with new initiatives, slogans, logos, and event campaigns, and concentrate on creating a very strong, long-term, memorable, national brand that spreads beyond only tourism campaigns and posters. Additionally, Korea needs to consider their target audiences for whom they are branding.

They need international (not only Korean) talent that knows Korea from having lived for years in Korea – and not just choose a reputable company that can research it (I must admit I was quite disappointed by Interbrand's boasting on their site of their work on the "Korea Sparkling" brand – which as you pointed out, many "felt that the nation's identity was misrepresented"). Additionally, Korea needs to not focus solely on Seoul tourism (I live in Jeonju) because Korea is far more than Seoul (although I know that the majority of Koreans believe that all life begins and ends in Seoul).

Korea has so much to offer tourists, but unfortunately, their national brand(s) aren't the power-houses they should be to spark interest Korea and become the next big Asian tour destination.

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