Title Page
Abstract
Contents
1. Introduction 9
1.1. Problem Statement 10
1.2. Objectives 12
1.2.1. Research Question 12
1.2.2. Scope and Limitations of the Study 13
2. Literature Review 14
2.1. Definition of Brand, Branding and Brand Identity 14
2.2. Definition of Nation Branding 17
2.3. Country Brand Models and Indexes 21
2.3.1. Anholt-GfK Nation Brands IndexSM (NBISM)(이미지참조) 21
2.3.2. FutureBrand Country Index 23
2.3.3. Bloom Consulting Country Brand Ranking© 29
2.3.4. Position of Chile's Nation Brand in Country Indexes 34
2.4. Chile 36
2.4.1. Chile's Background 36
2.4.2. Overview of Chile's Country Brand 38
2.4.3. Chile-Korea International Relations Background 41
2.4.4. Chile Country Brand Activities in Korea 42
2.4.5. Korean outbound travelers: insights from motivation study 43
3. Research Methodology 43
4. Result and Conclusions 45
4.1. Summary of In-depth interviews, Field Study and Hypothesis Confirmation 45
4.2. Findings 46
4.3. Design Opportunity 48
5. Design Outcome 49
5.1. Chile Country Brand activity focused in South Korean market, project proposal 49
5.2. Limitations 56
5.3. Discussion 56
5.4. Implications for Further Research 57
5.5. Conclusion 57
References 59
국문초록 64
Table 1. Chile's Ranking in Country Brand Indexes 34
Figure 1. The hexagon of Competitive Identity 19
Figure 2. Nation Brand Hexagon 22
Figure 3. Bloom Consulting's Branding Wheel 29
Figure 4. Bloom Consulting's Branding Wheel, Measurements Methods 31
Figure 5. Bloom Consulting's Branding Wheel, Present Ranking 32
Figure 6. Chile Main Associations in Korea 49
Figure 7. Logo Preliminary Sketches 50
Figure 8. Logo Inspiration (Andes Mountains) 50
Figure 9. Logo 50
Figure 10. Color Palette 51
Figure 11. Chile Online Toolbox 51
Figure 12. Chile Travel Map Cover 52
Figure 13. Chile Travel Map Back Part 52
Figure 14. Posters 53
Figure 15. Postcards & Stickers 53
Figure 16. Tote Bag 54
Figure 17. Graduate Exhibition 54