- By
- Simon ANHOLT
- Vol
- 2009-18
Simon ANHOLT I first began to write about an idea I called nation brand in 1996. My original observation was a simple one: that the reputations of countries (and, by extension, cities and regions too) function rather like the brand images of companies and products and that they are equally critical to the progress, prosperity and good management of those places. Unfortunately, the phrases nation brand and place brand quickly become distorted by ambitious consulting firms and naive governments into nation branding and place branding, two dangerously misleading phrases which appear to imply that the images of countries or cities or regions can be directly manipulated using the techniques of commercial marketing communications. Despite repeatedly calling for it, I have never seen a shred of evidence to suggest that this is possible no case studies, no research, and at least in my view not even any very persuasive arguments. Countries are judged by what they do, not by what they say, and the notion that a country can simply buy its way into a better reputation has proved to be a pernicious and surprisingly resilient one.For this reason I coined the deliberately un***y term Competitive Identity as the title of a book on the subject in 2007. It probably compromised sales of the book, but it made the point that national image has more to do with national and regional identity and the politics and economics of competitiveness than with branding as it is usually understood in the commercial sector. Today, every place on earth appears to want to enhance, reverse, adapt or otherwise manage its international reputation, and Korea is no exception. Yet we are still far from a widespread understanding of what this means in practice, and just how far commercial approaches can be effectively and responsibly applied to government, society and economic development. Many governments, most consultants and even some scholars persist in a tiresome and superficial interpretation of ‘place branding’ that is nothing more than standard product promotion, public relations and corporate identity, where the product just happens to be a country, a city or a region rather than a tin of beans or a box of soap powder. Yet the need for proper understanding in this area is crucial. Today, the world is one market the rapid advance of globalisation means that whatever countries try to pull in (investors, aid, tourists, business visitors, students, major events, researchers, travel writers and talented entrepreneurs), and whatever countries try to push out (products, services, policies, culture and ideas), is done with a discount if the country’s image is weak or negative, and at a premium if it’s strong and positive. In this crowded global marketplace, most people and organisations don’t have time to learn much about other places. We all navigate through the complexity of the modern world armed with a few simple cliches, and they form the background of our opinions, even if we aren’t fully aware of this and don’t always admit it to ourselves: Paris is about style, Japan about technology, Switzerland about wealth and precision, Rio de Janeiro about carnival and football, Tuscany about the good life, and most African nations about poverty, corruption, war, famine and disease. Most of us are much too busy worrying about ourselves and our own countries to spend too long trying to form complete, balanced, and informed views about six billion other people and nearly two hundred other countries. We make do with summaries for the vast majority of people and places the ones we will probably never know or visit and only start to expand and refine these impressions when for some reason we acquire a particular interest in them. When you haven’t got time to read a book, you judge it by its cover. These cliches and stereotypes whether they are positive or negative, true or untrue fundamentally affect our behaviour towards other places and their people and products. It may seem unfair, but there’s nothing anybody can do to change this. It’s very hard for a country to persuade people in other parts of the world to go beyond these simple images and start to understand the rich complexity that lies behind them. Some quite progressive places don’t get nearly as much attention, visitors, business or investment as they need because their reputation is weak or negative, while others are still trading on a good image that they acquired decades or even centuries ago, and today do relatively little to deserve. So all responsible governments and regional administrations, on behalf of their people, their institutions and their companies, need to discover what the world’s perception of their place is, and to develop a strategy for managing it. It is a key part of their job to try to build a reputation that is fair, true, powerful, attractive, genuinely useful to their economic, political and social aims, and honestly reflects the spirit, the genius and the will of the people. This huge task has become one of the primary skills of national administrations in the twenty-first century. When it comes into office, a government inherits a temporary but sacred responsibility for its electorate’s most valuable asset: the good name of their country. Its task is to hand that good name down to its successors in office in at least as good condition as it received it. President Lee Myung-Bak has taken this responsibility seriously, and has identified the task of improving South Korea’s rather weak performance in my survey, the Anholt-GfK Roper Nation Brands Index (NBI), as a particularly important challenge for the country’s future success and prosperity. The reason why Korea has a weak international image (at least outside the reach of the Hallyu effect) is not because it has spent too little on promoting itself: it’s because people in other countries simply aren’t interested in Korea, any more than they are interested in Chile, or South Africa, or Poland. And there is, currently, no absolutely compelling reason why they should be. Most people in most countries aren’t even very interested in their own country, let alone the 200 or so other countries around the world. They are interested in their own lives, their own families, their own neighbourhood. Perhaps they sometimes think about America or China or Iraq or some other country that’s regularly in the news. Perhaps they occasionally give a thought to their neighbouring countries, another country where friends or relatives live, or another country they would like to visit one day as tourists or migrant workers or students. But the idea that large numbers of people in Europe, the Americas, South Asia or anywhere else would spend time thinking about South Korea is, at least at the moment, merely a fantasy. The message has now been clearly understood by the Presidential Council on Nation Branding: Korea could spend 100 billion Won on promoting its image, or even 1,000 billion Won, and it still wouldn’t make itself relevant to the daily lives of most people in Canada or Brazil or India or France. The cutest logo in the world, the snappiest slogan in history, the most glamorous advertising campaign ever created, simply won’t make people admire something that has no relevance to them, and no particular appeal. You might as well burn the money. Korea is not a product, and it’s not for sale, so spending money on promoting something that isn’t for sale, especially in today’s tough economic climate, is the height of lunacy. Which is why I was all the more delighted to hear See-jeong Chang, Director of the Korea International Cooperation Agency, announce at the Jeju Peace Forum this year that it was Korea’s intention to increase its overseas development assistance to 0.25% of GNI by 2015. This means that Korea is still a long way from joining the tiny club of nations that have actually met the UN’s recommendation of 0.7% GNI, but it is certainly better than either the United States or Japan have achieved in recent years. Clearly, a country can’t simply buy itself a better reputation by spending more money on poverty reduction, but the voluntary increase is a powerful symbolic gesture that Korea is ready and prepared to start making a serious contribution to the issues that matter to humanity and not just to Koreans. What I sense is still missing from Korea’s nation branding initiative is a clear and distinctive narrative that will help to link together all of Korea’s actions on the global stage in the minds of people in other countries. There are many stars in Korea’s sky, but as yet no constellation that shows how they fit together into a single, powerful whole.I have asked many people in Korea what they want their country to stand for, what its values are, how it is going to earn its new reputation and what that reputation will be, but all I have heard is lists of fairly standard ambitions: to be a responsible player in world affairs to be perceived as stable, democratic, welcoming, principled, transparent, effective, compassionate, and so forth. These are all fine aims, but they don’t make a story they don’t add up to a narrative that’s unmistakably Korean, any more than the forests of new office blocks in Seoul add up to a skyline that’s unmistakably Korean, rather than just any fast-growing city. For a nation to desire to be useful is a wonderful thing, but it won’t in itself a reputation. The element that’s missing is a nation that truly knows how to be itself, as much in wealth as in poverty, in the present as in the past, and how to express itself on the global stage. In its rush to prosperity, and its rush to prominence, Korea must not leave behind or overlook the critical aspect of identity. With every government I advise around the world, I always encourage them to start by asking one tough question: what is your country for? I ask the same question of Korea’s leaders. What is Korea for? What is its role in the world? What is its contribution to humanity and its role in the community of nations? Why should people care about Korea, now or in the future? If Korea disappeared off the face of the earth one day, would anybody notice? Would anybody mind? And if so, who would mind, and why? The day that any Korean can answer this question is the day Korea begins to earn itself real and lasting esteem in the eyes of the global community.이 글에 포함된 의견은 저자 개인의 견해로 제주평화연구원의 공식입장과는 무관합니다.* Simon Anholt is the leading authority on managing and measuring national identity and reputation, and the creator of the the field of nation brand and place brand. He is a member of the UK Foreign Office’s Public Diplomacy Board, and has advised the governments of some 30 countries from America to Zimbabwe. He is Founding Editor of the quarterly journal, Place Branding and Public Diplomacy, and author of Another One Bites The Grass, Brand New Justice, Brand America and Competitive Identity ? The New Brand Management for Nations, Cities and Regions. He publishes two major annual surveys, the Anholt-GfK Roper Nation Brands Index and State Brands Index. For further information, please see www.simonanholt.com.