Brand Ambassadors in the Structure of National Brands (Using the Example of Sweden and the Republic of Korea)

The article analyzes the concept of national brand as a category describing the perception of a country as a single brand, using the principles and methods of branding applied in the commercial sector. A national brand is created purposefully on the base of a marketing strategy, while an image exists regardless of whether the state makes efforts to correct it. A national brand includes a set of symbols, associations, and values associated with the country. Most of all, in a mass society, the first impression of a country is often formed through its export products and services. To identify individuals who become a link between the national brand and the external audience, the author suggests the term of national brand ambassadors. Brand ambassadors can be individuals or companies that clearly identify with the country of origin and represent its values and characteristics. The author considers the role of national brand ambassadors on the example of Sweden, for which IKEA was able to become a relay of the Scandinavian style and philosophy of lagom, and South Korea, where K-pop Idols embody the modern, creative and fashionable culture of the country. The author concludes that efficient brand ambassadors channel the brand message and create emotional connections with the audience, present the desired image of the country, strengthen positive associations and play the role of intermediaries in the communication chain, indirectly forming attachment to the country.