Nation Branding Lab

A WINDOW INTO HOW CITIES, DESTINATIONS, AND NATIONS LIVE THEIR BRANDS

Tag: Japan

Japan’s Foreign Policy and Nation Branding

Amid the tsunami crisis, Japan just made an unexpected diplomatic move that is currently bewildering its closest neighbor, South Korea. On March 19th, Japanese Ministry of Education announced its plan to stress its sovereignty over Dokdo, the geographically disputed island in the East Sea, in school history textbooks, stating that the island is a Japanese territory and that it is being temporarily and illegally administered by South Korea.  Today(3/30/2011) the Ministry officially decided to use the aforementioned textbooks in Japanese schools.

Despite the historically antagonistic relationship between Korea and Japan, the two countries have been building strong ties economically, culturally and politically. Especially with South Korea’s immediate assistance after the earthquake and tsunami disaster, the relationship seemed to thaw faster than ever until Japan announced this plan.

It is true that the tsunami and Dokdo are two separate issues that should not affect each other.  However, this unwise decision may jeopardize trust and the positive perceptions Japan just began to gain from South Koreans. Foreign policy is a powerful nation branding tool, but its a double edged sword.  This case shows that nation branding strategies must be executed through communication and cooperation within various sections of a government.

Dokdo (Dokdo means “solitary island.”) has been the territory of Korea since AD 500s, as documented in both Korean and Japanese ancient archives.

Nation branding in emergency: Lybia, Japan

Lybia and Japan are weathering two different kinds of tragedy. Lybians are fighting for democracy and the Japanese, against natural disaster. This is no time to think about nation brand for both countries, but it is clear that they are demonstrating the fact that nation brands are not only shaped by governments’ well-planned strategies, but also by phenomenon that cannot be predicted and controlled.

Lybia ranks the lowest in nation brand and Japan ranks amongst the top. Although the consequences of what is going on in the two countries will not be evaluated until for a long time, their responses to the disasters will take part in tremendously affecting their nation brand. Therefore, it is important that they overcome this difficult time with wisdom. It is crucial for leaders to step forward and spearhead the Lybian people to keep fighting for democracy and earn the neighbors’ support. This would be the only way for Lybia to throw away its horrible reputation and start anew. As for Japan, it is important for the government and the citizens to respond to the disaster camly. This is the only way they can take advantage of the situation and even better their nation brand by earning respect and trust from the world.

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