Here is an interesting read that lays out why Korea needs a serious rebranding of itself:

I would argue that success in tourism and FDI is strategically important for a developed economy. Moreover, if Korea wants to cast off its insular reputation and nurture new value-added business sectors, particularly in services, then attracting more overseas visitors and foreign companies (FDI) is of vital importance. So in that sense Brand Korea does matter very much and there’s a strategic business case to justify investing in it.

So what are the challenges in building a more durable and effective Korean national brand? From a foreigner’s perspective and going back to the earlier theory of national branding: Korea doesn’t have an easily recognizable or very up-to-date brand.

A recent public opinion poll on Korea conducted by ORC, a U.S. research agency, at the request of the Korean Traders Association, indicated that only 1 percent of Europeans knew anything about Korea, 3 percent in US and 23 percent in Japan.

The grim legacy of 20th century history and the growing pains of an emerging market have a major part to play in this misperception of Korea but in its contemporary guise Brand Korea has not played to its strengths. Its self-image is often too introspective and hard to differentiate through foreign eyes.

For example, many things that are dear to Koreans such as local food and traditional folk culture, do not strike an immediate chord with overseas audiences. To be honest, how Koreans see themselves is the wrong starting point for a global national brand re-positioning but this fundamental error repeats itself and is a tragic waste of money.

This miscommunication is often down to lack of overseas research and an absence of the meticulous preparation needed to properly drive effective Brand Korea programs. And typically in past campaigns there have often been “too many cooks” or unqualified decision-makers whose perspective is overly subjective and parochial. [Korea Times]

The article is well worth a full read but the author Neil Drewitt has 30 years of advertising experience and I think he hit the nail on the head with this one on why Korea’s brand image is so poor.

Another good read here on why Korea’s brand image is so poor as well.

Michael Hurt has more as well.