With the Korean Wave, South Korea is at the forefront of a new era in nation branding, where countries adopt corporate-style brand management of their nation"s image to boost profile and create goodwill overseas. Whereas before, Korea in the popular imagination meant "North Korea" and the "Korean War," South Korea has changed that and, in Dr. Keith Dinnie"s words, "committed significant resources and engery to position the Korea brand as a vibrant, dynamic democracy, creative and open to the world."
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