The national branding of the three countries in our case studies may not be as recognizable as the global corporate brands that were conceived within their borders. Yet Sweden, Finland and South Korea have identities that go beyond the cultural constructs that IKEA, Nokia and Samsung evoke. In this section we examine what it’s like to negotiate a public diplomacy strategy that communicates the broader complexities of a nation brand, when the global image of your country has been largely shaped by a corporate brand strategy. Does Sweden need to develop a public diplomacy beyond IKEA’s iconic blue and yellow packaging? What does Jorma Ollila’s chairmanship of both Nokia’s board of directors and Finland’s delegation responsible for its nation branding say about the common interests of the company and the country? And is South Korea’s emotional approach to PD surprising in light of the streamlined efficiency of its high-tech brands?
CASE STUDY: BEYOND THE BRAND
by wpengine | May 18, 2010 | Issue 2, Past Issues, Summer 2009: Middle Powers. Who They Are. What They Want