Former Ewha Womans University President Lee Bae-yong on Tuesday was named the new chair of the Presidential Council on Nation Branding. The 63-year-old former aide to President Lee Myung-bak was appointed to the minister-level post to replace Euh Yoon-dae, who had to leave the post after becoming chairman of KB Financial Group Inc. in June.

This article is the second part of a two-part series based on our discussions and exchanges with Martin Roll, business and brand strategist... the second part focuses on National Branding and the role Koreans and expatriates can play in this process.

Saudi Arabia at Expo 2010 Shanghai

The Saudi Arabian Pavilion: The Ultimate IMAX Experience

Why is it that the country with the largest economy in the world can’t get the welcome mat right? It is now more than nine years since 9/11 and to have the premier international gateway to this nation’s capital resemble an airport in a “shambolic banana republic or poorly managed police state,” in Brûlé’s ascerbic words, is unconscionable.

If measured by wait time, Saudi Arabia has one of the most popular pavilions at the Shanghai Expo.  So what do visitors, who typically have to queue for 4-5 hours, actually see and experience?  Pavilion Director Abdulhamid Hasan discusses an innovative use of the conventional medium of film to present his country.

The global image of India as a poor country that receives large amounts of aid from rich nations is so well entrenched that it may come as a surprise to many, Indians among them, that the country is fast becoming a major donor.

Sri Lanka is one of many countries today that have developed a strong and active interest in its international image, and are beginning to try and understand whether it is possible to exercise some influence over it, rather than leave it to the mercy of international public opinion, ignorance, and the media.