National Brand Image
In these days information travels fast and people everywhere in the world are more aware of what is going on in other parts of the world. Therefore, it is important for countries to consider their national ‘brand image.’ We hear of countries being a brand in the same way as products such as Adidas. Brand can be the first thing that comes to mind when we think of a product and in this case a country.
As a foreigner I’ve always seen the problem for Korea is that it has only recently come onto the world stage and so Korea has been a latecomer. Korea has suffered from a lack of awareness and has not had a unique brand image. However, things are changing as Korea is finding its place. And I believe Korea has found a good way to market its image through event tourism. Obvious events have been the soccer World Cup, but many other events are helping to expose Korea to the world such as the G20 and the Hi Seoul spring festival.
I feel that all this has happened, as Korea has become a mature developed nation after throwing off the chains of its difficult history, through rapid development during the Park Cheong Hee years to the 88’ Olympics. And finally as Korea has gotten a handle on things I’ve seen how more thinking is put into making places like Seoul more desirable places to live. All the interesting art galleries and exhibitions that I’ve been able to enjoy and how younger Koreans are interested in foreign art, culture, and music, bear witness to me that Korea as a brand has grown up and is now in a position to contribute to world culture.
Guessing Meaning From Context
Now, match the letters of the phrasal verbs/words with the closest numbered meaning in the right column. The answers are at the bottom.
|
brand image |
A |
1 |
Product or service that has entered a market recently, after many others |
|
come to mind |
B |
2 |
What people think when they hear or see a name |
|
in this case |
C |
3 |
Discover where we should be |
|
world stage |
D |
4 |
In this situation |
|
latecomer |
E |
5 |
To know about something. |
|
awareness of |
F |
6 |
Have control of something |
|
Find our place |
G |
7 |
By seeing something you can say that what you saw is real |
|
Throw off the chains |
H |
8 |
What you first think of because of your memory of something |
|
handle on |
I |
9 |
Remove something that stops us from doing something |
|
bear witness |
J |
10 |
Seen internationally by many countries |
A=2, B=2, C=4, D=10, E=1, F=5, G=3, H=9, I=6, J=7
Some Questions to help you use the new words/phrases
1. Describe the brand image of your company/school/ or some other institution or product.
2. In the case of BMW, what is the first thing that comes to mind?
3. What effect do you think the Soccer World Cup in Brazil will have for the awareness of Brazil?
4. Can you describe a product that has been a latecomer to the market, for example the cell phone market? Was that product successful? Why or why not?
5. How do you think Korea, or some other country, is finding its place in the world? How long before you could find your place in your company (feel comfortable).
6. Korea threw off the changes of its military leadership in the 1980s. So what do you think of events in countries such as Syria where the people are trying to throw off the chains of their leaders?
7. Describe something that was difficult for you to understand, but you have gotten a handle on now.
8. What is one of the biggest news events you’ve been able to bear witness to (see in the media or experienced) in your life?
Some example sentences using the new words/phrases
1. It is important for sports clothing companies to protect their brand image, so that is why they are not happy when a sportsperson they sponsor (give money to) does something bad.
2. In the case of Tiger Woods, some sponsors stopped sponsoring him because his actions could have a bad effect on their brand image.
3. When I think of Samsung, the first thing that comes to mind is electronics.
4. One of the most common ways to increase awareness of your product is through television advertising.
5. Although Hyundai was a latecomer to the automotive industry, they have really found their place in the car world and have been able to get a handle on building cars that compete with other car companies in every way.
6. People who believe in Free Trade Agreements want to throw off the chains of government tax and controls that they say make some products more expensive.
7. When I was in Korea in 1997 I bore witness to the economic damage that happened.
ECK Education
