On December 15, KEI hosted a luncheon publication launch presentation for Dr. Keith Dinnie of Temple University's Japan Campus on the above topic.

With the Korean Wave, South Korea is at the forefront of a new era in nation branding, where countries adopt corporate-style brand management of their nation’s image to boost profile and create goodwill overseas. Whereas before, Korea in the popular imagination meant “North Korea” and the “Korean War,” South Korea has changed that and, in Dr. Keith Dinnie’s words, “committed significant resources and engery to position the Korea brand as a vibrant, dynamic democracy, creative and open to the world.”

Dr. Dinnie's presentation was followed by a discussion section. Video, pictures, and his paper can be found as links on the bottom of this page.

Dr. Keith Dinnie is a professor of Business and an expert on the emerging field of nation branding at Temple University's Japan Campus. He has a particular focus on four key areas: export promotion, inward investment, tourism, and public diplomacy. Dr. Dinnie is the author of the world's first academic text book on nation branding, 'Nation Branding - Concepts, Issues, Practice', published 2008 by Elsevier Butterworth-Heinemann. He has delivered seminars, conference speeches and lectures in the UK, Germany, Iceland, Greece, China, and Japan.

Currently, Dr. Dinnie teaches courses on international marketing, and business ethics. Previously he has taught undergraduate and Masters level courses on brand management and strategy, new product development, services marketing, and advertising management. His research interests focus on the application of strategic brand management techniques by national governments within the domains of export promotion, inward investment attraction, tourism promotion, and public diplomacy. Based on the issues and concepts covered in his recently published book on nation branding, he is now focusing particularly on nation branding activities conducted within the Asia-Pacific region.