Fierce competition among countries and regions is taking place in this era of globalization and the winners secure sustainability, while those that fail to adapt to change will decline in power. Modern society recognizes a nation as a brand, and the importance of branding as an intangible asset capable of adding high value is becoming increasingly vital. This has led to a heightened interest in management and in fostering strategies of national and regional brands. In this session, we will devise a plan to strengthen national competitiveness by approaching Korea’s brand management and sustainability from the varied perspectives of society, culture, and education.

- Moderator
LEE, Nam-sik (President, aSSIST)

- Main Speaker
LEE, Bae-yong (Chairperson, Presidential Council on Nation Branding)

- Presenters
KIM, Jae-hyun (Professor, Konkuk University / Former Director, Community Business Center, The Hope Institute)
SONG, Hee-yhon (Chairman, Songdo Global University Campus Foundation)

- Rapporteur
KIM, Ji-young (Senior Researcher, Institute for Industrial Policy Studies)