WELCOME

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Selected Korea findings from

The 2002-2003 Global Brand Forecast

An international comparison of Brand Management practices and trends

OBJECTIVE

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The Global Brand Forecast Study assesses the major trends related to branding on a biyearly basis. It provides a global perspective on the current state of branding, important tools and factors for success in brand management.

Columbia University, New York

Institut für MarketingLudwig-Maximilians-Universität München

Yonsei University, Seoul

The study is conducted by:

TOPICS

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The Global brand Forecast Study gives an overview on a range of different branding issues:

General brand management

Branding tools and objectives

Benchmarking

Country specific evaluation of brand management

This year‘s extra topic:Employees and Brands

METHODOLOGY - SAMPLE STATISTICS

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Korea

117 subjects

Marketing Director, VP Marketing, Chief Communication Officer, Brand Manager, executive director, equivalent

Automobile, Cosmetics, Food/ Beverages, Financial Services, Telecommunications, Electronics, Clothes and Fashion, Airlines/ Tourism, E-commerce/ Internet, Mass Retailing, Entertainment

Form of collection: telephone survey in Korea

Size:

Titles:

Industries:

Methodology:

BRAND MANAGEMENT IS …

1. GENERAL BRAND MANAGEMENT

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Korea

The integrated management of a product’s tangible and intangible assets

The “face” of a product

Similar to “raising a person (child)”

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Korea

2. BENCHMARKING

• Instill culture of brand management• In tune with customer experience•Meet global competition•Most easily remembered brand

SUCCESS FACTORS IN BRANDING

INNOVATIVE KOREAN BRANDSOF 2002

2. BENCHMARKING

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• Brought people together during World Cup• Used the “Red Devils” as useful medium• Innovative brand segmentation by user

3rd

2nd

1st

Question: „Which brand in your country has done something particularly innovative in branding this year?“

• Korea’s “representative” brand• The “Digital” core brand concept is spring-

board in creating new customer value

• Massive advertising support and publicity created for the World Cup

• Good integration of Corporate Identity and Communication strategy.

MOST ADMIRED BRANDS BY INDUSTRY

2. BENCHMARKING

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Daum (29.9%)Yahoo (13.7%)

Samsung (54.7%)

Korean Air (41.9%)Asiana (29.1%)

E-commerce/ Internet

Electronics

Korea Highlights:

n = 117Question: „Which brands in your country do you

admire most in each of these industries?“

Airlines/Tourism

STRONGEST BRANDS INKOREA

3. COUNTRY-SPECIFIC BRANDING

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Hyundai (20.6%)

Samsung (11.4%)

Kia (10.7%)

Daewoo (8.2%)

American Perspective

GermanPerspective

KoreanPerspective

Samsung (25.0%)

LG (11.3%)

SK Telecom (10.4%)

Anycall (10.4%)

Hyundai (9.2%)

[Don‘t Know (31%)] [Don‘t Know (17%)]

Sony (20.5%)

Toyota (17.0%)

Samsung (9.4%)

Question: „What do you think are the three best brands overall in Korea?“

STRONGEST BRANDS WORLDWIDE

3. COUNTRY-SPECIFIC BRANDING

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Coca Cola (21.3%)McDonalds (9.9%)

Ford (7%)

Disney (6.6%)

Microsoft (5.2%)

American Perspective

GermanPerspective

KoreanPerspective

Coca Cola (33.3%)

McDonalds (14.1%)

Microsoft (12.1%)

Marlboro (8.9%)

Nike (5.1%)

Mercedes (3.8%)

Coca Cola (30.0%)

Microsoft (12.8%)

Sony (10.1%)

McDonald (8.9%)

Nike (5.0%)

Mercedes (4.5%)

IBM (4.2%)

Question: „Please name the best three global brands.“