title: ÐÐ°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½ÑÐ¹ Ð±ÑÐµÐ½Ð´ Ð ÐµÑÐ¿ÑÐ±Ð»Ð¸ÐºÐ¸ ÐÐ¾ÑÐµÑ: ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¸ ÐºÑÐ»ÑÑÑÑÐ½ÑÐµ Ð¿ÑÐ°ÐºÑÐ¸ÐºÐ¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: The national brand of the Republic of Korea: strategy and cultural practices
Creators: name: ÐÐ°ÑÐ¸Ð¼Ð¾Ð²Ð°, ÐÐ°ÑÑÑ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2024
Subjects: Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½ÑÐ¹ Ð±ÑÐµÐ½Ð´
Ð¸Ð¼Ð¸Ð´Ð¶ Ð³Ð¾ÑÑÐ´Ð°ÑÑÑÐ²Ð°
Ð¸Ð½ÑÐµÑÐ½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ
ÐºÑÐ»ÑÑÑÑÐ°
Ñ Ð°Ð»Ð»Ñ
national brand
image of the state
internationalization
culture
hallyu

description: ÐÐ°Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¿Ð¾ÑÐ²ÑÑÐµÐ½Ð° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½ÑÑ Ð±ÑÐµÐ½Ð´Ð¾Ð² Ð ÐµÑÐ¿ÑÐ±Ð»Ð¸ÐºÐ¸ ÐÐ¾ÑÐµÑ: ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐ¼ Ð¸Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð¸ Ð¿ÑÐ°ÐºÑÐ¸ÐºÐ°Ð¼ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: 1) Ð¸Ð·ÑÑÐ¸ÑÑ Ð½Ð¾ÑÐ¼Ð°ÑÐ¸Ð²Ð½Ð¾-Ð¿ÑÐ°Ð²Ð¾Ð²ÑÑ Ð±Ð°Ð·Ñ Ð ÐµÑÐ¿ÑÐ±Ð»Ð¸ÐºÐ¸ ÐÐ¾ÑÐµÑ Ð² Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ð¸ ÐºÑÐ»ÑÑÑÑÐ½Ð¾Ð³Ð¾ Ð½Ð°ÑÐ»ÐµÐ´Ð¸Ñ Ð¸ ÐµÐ³Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ; 2) Ð²ÑÑÐ²Ð¸ÑÑ ÐºÐ»ÑÑÐµÐ²ÑÐµ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸, ÑÐ¿Ð¾Ð»Ð½Ð¾Ð¼Ð¾ÑÐµÐ½Ð½ÑÐµ Ð² Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ð¸ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð ÐµÑÐ¿ÑÐ±Ð»Ð¸ÐºÐ¸ ÐÐ¾ÑÐµÑ; 3) Ð¸Ð·ÑÑÐ¸ÑÑ Ð¸ÑÑÐ¾ÑÐ¸Ñ ÐºÐ¾Ð½ÑÑÑÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÐÐ¾ÑÐµÐ¸ Ñ 1980 Ð¿Ð¾ 2022 Ð³., Ð²ÑÑÐ²Ð¸ÑÑ Ð¿ÑÐ¸Ð¼ÐµÑÑ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ð¸ ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¹ Ð±ÑÐµÐ½Ð´Ð¾Ð²; 4) Ð²ÑÑÐ²Ð¸ÑÑ ÑÐµÐ³Ð¸Ð¾Ð½Ð°Ð»ÑÐ½ÑÑ ÑÐ¿ÐµÑÐ¸ÑÐ¸ÐºÑ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÐÐ¾ÑÐµÐ¸ Ð² Ð Ð¾ÑÑÐ¸Ð¸ Ð¸ ÑÑÑÐ°Ð½Ð°Ñ Ð¡ÐÐ. Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°Ð½Ð¸ÐµÐ¼ Ð¸ÑÑÐ¾ÑÐ½Ð¸ÐºÐ¾Ð² Ð¸ Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ Ð½Ð° ÑÑÑÑÐºÐ¾Ð¼, Ð°Ð½Ð³Ð»Ð¸Ð¹ÑÐºÐ¸Ð¹ Ð¸ ÐºÐ¾ÑÐµÐ¹ÑÐºÐ¾Ð¼ ÑÐ·ÑÐºÐ°Ñ. ÐÑÐ»Ð¾ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð·Ð°ÐºÐ¾Ð½Ð¾Ð², ÑÐµÐ³Ð»Ð°Ð¼ÐµÐ½ÑÐ¸ÑÑÑÑÐ¸Ñ Ð·Ð°ÑÐ¸ÑÑ, ÑÐ¾ÑÑÐ°Ð½ÐµÐ½Ð¸Ðµ Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ ÐºÑÐ»ÑÑÑÑÐ½Ð¾Ð³Ð¾ Ð½Ð°ÑÐ»ÐµÐ´Ð¸Ñ Ð ÐµÑÐ¿ÑÐ±Ð»Ð¸ÐºÐ¸ ÐÐ¾ÑÐµÑ. ÐÑÐ»Ð¸ ÐºÐ¾Ð¼Ð¿Ð¸Ð»Ð¸ÑÐ¾Ð²Ð°Ð½Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¸, Ð·Ð°Ð½Ð¸Ð¼Ð°ÑÑÐ¸ÐµÑÑ ÐºÐ¾Ð½ÑÑÑÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸ÐµÐ¼ Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸ÐµÐ¼ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°. ÐÑÐ´ÐµÐ»ÑÐ½Ð¾ Ð±ÑÐ»Ð¸ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ ÑÑÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð±ÑÐµÐ½Ð´Ñ Ð ÐµÑÐ¿ÑÐ±Ð»Ð¸ÐºÐ¸ ÐÐ¾ÑÐµÑ. ÐÑÐ¾Ð³ÑÐ°Ð¼Ð¼Ñ, Ð¿ÑÐ¾ÐµÐºÑÑ, Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¿Ð¾ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð±ÑÐ»Ð¸ ÑÐ¸ÑÑÐµÐ¼Ð°ÑÐ¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ Ð² ÑÑÐ¾Ð½Ð¾Ð»Ð¾Ð³Ð¸ÑÐµÑÐºÐ¾Ð¼ Ð¿Ð¾ÑÑÐ´ÐºÐµ Ð¿Ð¾ Ð²ÑÐµÐ¼ÐµÐ½Ð¸ ÑÐ°Ð±Ð¾ÑÑ Ð°Ð´Ð¼Ð¸Ð½Ð¸ÑÑÑÐ°ÑÐ¸Ð¹ Ð¿ÑÐµÐ·Ð¸Ð´ÐµÐ½ÑÐ¾Ð² Ð ÐµÑÐ¿ÑÐ±Ð»Ð¸ÐºÐ¸ ÐÐ¾ÑÐµÑ. ÐÑÐ°ÐºÑÐ¸ÐºÐ° Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÐÐ¾ÑÐµÐ¸ Ð² Ð Ð¾ÑÑÐ¸Ð¸, ÐÐ°Ð·Ð°ÑÑÑÐ°Ð½Ðµ Ð¸ Ð£Ð·Ð±ÐµÐºÐ¸ÑÑÐ°Ð½Ðµ Ð±ÑÐ»Ð¸ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ Ð¾ÑÐ´ÐµÐ»ÑÐ½Ð¾. Ð ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐµ Ð±ÑÐ»Ð° ÑÑÑÐ°Ð½Ð¾Ð²Ð»ÐµÐ½Ð° Ð·Ð°ÐºÐ¾Ð½Ð¾Ð¼ÐµÑÐ½Ð¾ÑÑÑ Ð¸ Ð¿ÑÐµÐµÐ¼ÑÑÐ²ÐµÐ½Ð½Ð¾ÑÑÑ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð ÐµÑÐ¿ÑÐ±Ð»Ð¸ÐºÐ¸ ÐÐ¾ÑÐµÑ, Ð²ÑÑÐ²Ð»ÐµÐ½Ñ ÑÑÐ¿ÐµÑÐ½ÑÐµ Ð¸ Ð½ÐµÑÐ´Ð°ÑÐ½ÑÐµ Ð±ÑÐµÐ½Ð´Ñ, Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ð° Ð²Ð¸Ð·ÑÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½ÑÑ Ð±ÑÐµÐ½Ð´Ð¾Ð² Ð¸ ÐºÐ¾Ð½ÑÑÐ°ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¾ Ð¾ÑÑÑÑÑÑÐ²Ð¸Ðµ Ð½Ð°ÑÐ¸Ð¾Ð½Ð°Ð»ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° Ð ÐµÑÐ¿ÑÐ±Ð»Ð¸ÐºÐ¸ ÐÐ¾ÑÐµÑ Ð² 2024 Ð³.
description: This work is devoted to the study of national brands of the Republic of Korea: strategies for their promotion and implementation practices. Tasks that were solved during the research: 1. to study the regulatory framework of the Republic of Korea in relation to cultural heritage and its promotion; 2. Identify key organizations authorized to promote the national brand of the Republic of Korea; 3. to study the history of the construction of the national brand of Korea from 1980 to 2022, to identify examples of the implementation of brand strategies; 4. to identify the regional specifics of promoting the national brand of Korea in Russia and the CIS countries. The work was carried out using sources and literature in Russian, English and Korean. A study was conducted on the laws governing the protection, preservation and promotion of the cultural heritage of the Republic of Korea. Organizations involved in the construction and promotion of the national brand were compiled. The travel brands of the Republic of Korea were considered separately. Programs, projects, and events to promote the national brand were systematized in chronological order according to the working hours of the administrations of the Presidents of the Republic of Korea. The practice of promoting the national brand of Korea in Russia, Kazakhstan and Uzbekistan was considered separately. As a result, the pattern and continuity of the national brand of the Republic of Korea was established, successful and unsuccessful brands were identified, the visualization of national brands was analyzed and the absence of a national brand of the Republic of Korea in 2024 was stated.