Abstract:

Institutionalization and governance in nation branding constitute significant issues in the field of brand management and the economic development of countries. A nation brand refers to the image and identity that a country projects in the minds of people and global markets. This brand can have a considerable impact on attracting investment, tourism, exports, and even nation culture and identity. Many countries have institutionalized their efforts to manage their nation brand and international reputation by establishing non-governmental organizations aimed at improving their global standing. Accordingly, the central question of this study is: What institutions and structures has South Korea established to manage its nation brand, and what lessons can be drawn from these experiences for the Islamic Republic of Iran? This research is based on a descriptive-analytical method using library sources, case study, and thematic analysis. The successful experience of South Korea in nation branding structures is examined, leading to the conclusion that one of the most critical components of managing a nation brand and international reputation is strategic institutionalization. South Korea’s experience suggests that the Islamic Republic of Iran should establish coherence and unified command under a supra-governmental institution and form non-governmental organizations to reduce international sensitivity toward the country’s nation branding efforts.