녹색브랜드 관점에서 본 국가브랜딩: Good Country Index 환경 부문 상위 5개국 사례를 중심으로

초록

As the climate crisis intensifies, global collaboration is becoming essential to addressing it. Considering this situation, the present study proposes the concept of green brand. To conceptualize it, we suggest a new framework by utilizing the five activity types from the planet and climate section of the Good Country Index, along with four environmental values (egoistic, altruistic, biospheric, and hedonic values). The current study conducted a series of case analyses to examine the green branding strategies employed by the five leading countries in environmental activities. The results showed that, while top five countries implement differentiated green branding strategies based on their strengths, they particularly leverage egoistic and hedonic values to actively communicate that climate change responses and environmental protection activities bring personal benefits and enjoyment. This study attempted to conceptually extend the existing nation-brand concept into a green brand grounded in environmental values. The findings of our study offer meaningful implications for both scholars and practitioners who aim to establish a successful green brand for their country in the future.

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