Consideration of Efficient Communication connecting National Brand power and Corporate Brand power together

Abstract

This study aims to analyse the key image factors of global communication activity and to find the efficient ways for Nation and Global company to communicate with the local country. This research largely reviewed 3 parts of communication fields to find the solutions. That is to say, ‘the conceptual and operational definition of soft power and importance of soft power’, ‘the current status of Korea’s national brand and the connecting situation of Nation and global company for global communication’, ‘the soft power factors which Chinese think about Korea and Korea companies’. The research results were as follows. First, soft power, which are ethical principle, persuasive manner and cultural contents, is more important communication factor than hard power, which are economic scale and military power, for Nation and global company to persuade regional consumer. Second, the importance of National brand, which strongly support the global companies’ credibility to local people, became much higher than any other previous economic ages. Especially Korea’ National brand power has rapidly increased due to K-POP, TV-CM drama, international sports celebrities. For these reasons, Korea’s global companies should consider the uses of National brand image on the contrary. Third, the soft power which Chinese think about Korea was K-POP, TV DRAMA, Movie & TV stars for Korea, and ICT technique, strong brand preference for SAMSUNG.