기업 수준에서의 국가브랜드 가치상승 고찰에 관한 연구

It is consistent arguments in the literature that related research is needed from various angles as the importance of corporate and national brands has been recognized for a long time. However, although we agree on the need for research, studies on specific implementation methods and strategies are still insufficient, and it is not easy to find efficient measures due to various environments such as corporate and national interests. In a limited research environment, this study was divided into four parts to examine the studies of companies and national brands, and to conduct research on the direction of companies' activities to raise national brands. First, the reasons for the need to enhance the national brand, second, image effectiveness according to the country of origin of corporate products, third, current status and cases of overseas national brands, and fourth, measures to increase the national brand value at the corporate level were examined. This study focused on the necessity of national brand management at the corporate level by analyzing literature reviews and cases, utilized the advantages of overseas national brand management in Korea, and suggested a virtuous cycle structure between corporate and national brands. In detail, in order to improve national brand value, it proposed contribution methods at the individual company level and direction of cooperation with the government and suggested factors that the government and companies should focus on, and strategies by product group and industry group. Through this, it is expected to induce officials of companies and governments who are striving to improve brand value to seek the effect and method of increasing the shared value of corporate and national brands and help set future-oriented strategic directions.