Presidential Council on Nation Branding

Other conceptualizations define nation branding as "strategic self-presentation of a country with the aim of creating reputational capital through economic, political, and social interest promotion at home and abroad.

[citation needed] South Korea made substantial gains since the launch of the council, moving up to 26th in 2011 in the Anholt-GfK Roper Nation Brands Index from a rank of 29th in 2010 and 32nd in 2008.

Backed by the world's most watched YouTube video in history, Gangnam Style and hit products from Samsung, the world's largest information technology company, for the first time, the country surpassed the average of the OECD in 2012, overtaking countries like Spain, Finland and Ireland, while trending toward surpassing New Zealand, Norway, and Italy within a decade.

The Presidential Council on Nation Branding emphasized on the following five strategic areas to increase national brand value: (1) Contribution to the international community, (2) embrace of multiculturalism and consideration for foreigners, (3) cultivation of global citizenship, (4) advertisement of modern technology and products, and (5) promotion of an attractive culture and tourism.

The 34 appointed members were experts and CEOs of some of Korea’s corporate icons (Samsung, SK Group, Korean Air, and Hyundai).

The project "Advanced Technology and Design Korea"--sponsored by KOTRA, the Presidential Council on Nation Branding, and the Ministry of Knowledge Economy--aimed itself to be the go to place in order to find information about Korea’s most innovative technology, design and business.