Chapter 8: The Rise of the Regionals: Adapting the South Korean Model to Nigeria’s Culture and Creative Industries

In the globalised era, nation-states continually compete for an advantage in the global marketplace to strengthen their national reputation and economic growth. Competition provides nation-states with a route to funnel their socio-economic needs by transforming local products into ready-made exports. Nation branding has garnered further focus as an important innovative and competitive strategy for intensifying national reputation on a global stage. This is largely due to existing research embellishing on market complexities that is a result of globalisation forces and government policies. There is strong evidence about nation-states that have their brands rooted in within their indigenous culture have a greater potential to be a collegial brand. Therefore, the long-term sustainability of a nation brand is dependent on the collaboration of public and private sectors in tandem with domestic audience that serve as the initial brand ambassadors. An effective collaboration would generate pathways for economic incentives that is aimed at attracting foreign economic assets to boost the domestic economies. More importantly, nation brands need to continually observe and understand core market determinants to ensure their competitiveness on a global stage.