By Lee Chang-sup

The Lee Myung-bak administration's branding campaign hit a snag as its chairman became the leader of the nation's largest banking group. Euh Yoon-dae, chairman of the presidential council, himself spoiled the image of Korea as he took over the KB Financial's top job through dubious influence from the presidential office.

Euh had waged a dedicated drive to improve the national image. He said Korea's image abroad has been undervalued vis-a-vis its economic status.

Positive economic data alone cannot upgrade the national image. A series of latest episodes in Korea showed that soft images may be more critical in shining the national image than hard data.

Rep. Kang Yong-seok of the governing Grand National Party (GNP) stole national headlines Tuesday as he allegedly made a series of sexually-abusive remarks in a recent dinner meeting with university students in Seoul. His statements unnerved President Lee and First Lady Kim Yoon-ok, former GNP Chairwoman Park Geun-hye, Rep. Na Kyung-won and all anchor women and announcers. His slip of the tongue also tarnished the national image as the translated version of his sensational sexist remarks is on the Internet.

State surveillance of a civilian for posting an anti-Lee video clip on his blog has also distorted the national image. The CEO of a KB subcontractor had to quit the company apparently under pressure from the government after he had his accounts and business expenses combed.

Who had made the famous comedienne Kim Mi-hwa become a crusader for human rights? The TV show host claimed that KBS blacklisted her from appearing in programs, apparently for her liberal orientation. She faces a defamation lawsuit from the state broadcaster. She started her comedy career at KBS two decades ago. Viewers are puzzled why they cannot see such liberal celebrities, show hosts and singers as Kim Je-dong and Yoon Do-hyun on KBS programs. KBS denied the existence of any blacklist against celebrities.

It is quite shocking to hear of the murder of a 20-something Vietnamese wife just eight days after arriving in Seoul by her 47-year-old mentally ill husband. President Lee asked his deputies to express his deep condolence to her family members through the Vietnam Embassy in Seoul. President Lee wanted to console her parents through a meeting but could not because they have already left Seoul.

All Koreans must ponder what effect the bizarre but isolated case had on all Vietnamese people. The tragic accident must have tainted the image of Korea. Cracking down on unlicensed marriage brokers will not soothe the soul of the murdered Thach Thi Hoang Ngoc or restore the tarnished national image. Stories abound of abusing South Asian wives here.

In pardoning convicted businessmen and politicians, President Lee also needs to consider what effect such a magnanimous executive action might have on the image of the country.

PyeongChang is bidding to host the 2018 Winter Olympics. Its key campaigner, Gangwon Province Governor Lee Gwang-je, has a legally questionable background. Lee had his governorship suspended upon inauguration on July 1 as he awaits a court ruling over bribery.

Koreans generally take for granted the pardoning of convicted businessmen and politicians. Many foreign diplomats and some IOC members question why the governor under legal proceedings is campaigning for the Olympics.

The Chief Executive has the authority to grant amnesties and pardons to the convicted. The executive power is necessary as the court ruling may not be always perfect.

From Roh Tae-woo to Roh Moo-hyun between 1988 and 2008, 12.8 million were pardoned. In the six decades previously, 99 pardons were granted. The Lee administration has also conducted four rounds of pardons and amnesties, affecting 4.7 million, including those charged with petty offences such as drunken driving.

When the South Korean battle ship was sunk in March, non-Koreans worldwide might have wondered why the two Koreas were fighting. Whether South Koreans like it or not, North Korea is always associated with South Korea whenever the Korean issue pops up globally. The divided Korea is a definite minus for South Korea.

The truce village of Panmunjeom and the Demilitarized Zone (DMZ) are the most preferred destinations for inbound tourists. Their visits have a lasting influence on the image of Korea.

They might have visited Myeongdong, South Gate Market, East Gate Market and Gyeongbok Palace. Upon returning home, they may casually instill the image of the divided Korea through their casual talk to friends about DMZ.

An online survey has been under way at www.koreabrand.go.kr. The questionnaire asks, ''When thinking about Korea, what image comes to your mind?'' The visitors must choose answers from one of them ― technology, design, film, drama, entertainment, Korean cuisine, economic growth, the Korean War, the Olympics and the World Cup.

Vietnamese may not have the preferred answer. They want to choose the murder of an eight-day Vietnamese wife. IOC members may pick the governor under trial campaigns for PyeongChang. Nobel committee members and Amnesty International may choose state bullying of a civilian. Harvard students may pick Rep. Kang's sexist remark.

Korea's image cannot be upgraded only through the state efforts. Such chaebol as Samsung, Hyundai, LG and SK do not want their brands to be associated with Korea. They are more globally and positively associated than the Republic of Korea itself.

Promoting kimchi, Hallyu (Korean Wave), the G20 Seoul Summit and a speedy recovery of Korea's economy from the global downturn may positively impact the national image. Managing negative daily events is more valuable than the state-sponsored branding campaign. What Koreans say, behave and react daily are shaping the image of the nation

Lee Chang-sup is the chief editorial writer of The Korea Times. He can be reached at editorial@koreatimes.co.kr.