Branding Korea through collaborative strategies with the Olympic Movement

Kim, Jamie Jeeyoon ; Ferrand, Alain (Dir.)

Mémoire de master : IOC Library, 2011.

Hosting and participating in Mega-sport events has been a national project for Korea for a long time. Investments in sport have been made with the expectation of building a stronger brand Korea through sport. But, while nation branding has recently been a key interest of the Korean government and collaborative efforts are being made, there are no collaborative relations with or within the sport... Plus

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    Summary
    Hosting and participating in Mega-sport events has been a national project for Korea for a long time. Investments in sport have been made with the expectation of building a stronger brand Korea through sport. But, while nation branding has recently been a key interest of the Korean government and collaborative efforts are being made, there are no collaborative relations with or within the sport field. Considering the significance assigned in nation brand building, the impact and potential of sport in nation branding, Korea’s passion in Sport, and the lack of collaborative brand management skills, this research will study on branding Korea through collaborative strategies with the Olympic movement.