Branding Strategies for Korean Intangible Cultural Heritage to Enhance Global Competitiveness: Focused on Korean Traditional Dance

This study aims to develop branding strategies for globalizing Korean traditional dance under the goal of efficient distribution of Korean tradi tional dance all overall the world and enhancement of cultural image of Korea. For this purpose, four professional practitioners in banding Korean dance for foreign audiences were selected as research partic ipants, and their in-depth interviews were conducted to design branding strategies to enhance global competitiveness of Korean traditional dance.As a result, the study suggests 1) setting clear goals and target audi ences; 2) creating a brand positioning to establish the image of traditional dance differentiated from competing nations such as China and Japan; 3) establishing an intrinsic identity; 4) using various communication me diums in marketing to spread the value of Korean traditional dance.