국가브랜드 가치 제고를 위한 무궁화의 활용 방안 연구

Abstract

The purpose of this study is to pursue a plan for utilizing rose of Sharon to enhance our country's national brand value. National brand is being recognized as the origin of national competitiveness. Thus, an effort in each country of the world to reinforce value of national brand is fierce. In implementing national brand through concept-based approach to national brand, the nation's cultural identity is important. The cultural element could be confirmed to function as the core value. Accordingly, a concept of 'National Cultural Brand' was newly suggested. The cultural elements were extracted from the evaluation index of national brand. Then, 8 basic spheres were suggested as the national cultural brand sphere. These spheres are those that will need to be preferentially considered in reinforcing value of national brand through culture. And, these spheres were judged to be high in the application-based value not only because of having the same context even as national image, which has the national identity as the origin, but also because of having accessibility, acceptance, and high pervasiveness when being integrated with cultural industry like cultural contents. The rose of Sharon is securing symbolism as our typical cultural protoplasm domestically, and is evenly distributed internationally over the whole world along with favorable emotion to the global people, thereby having been able to be confirmed to be formed foundation for globalization. Also, the rose of Sharon is a flower as living creature, thereby having de-ideological and de-political character, and having universality called beauty, and diverse story materials. So, the development into cultural content could be confirmed to be easy. And, it inquired into a model of a driving system, which implements the foundation of the national cultural brand, based on usefulness in the rose of Sharon as this national brand, and into a relevant project by 8 basic spheres. Thus, a plan for utilizing the rose of Sharon was suggested as cultural element for enhancing value of national brand.