WELCOME 1 Selected Korea findings from The Global Brand Forecast An international comparison of Brand Management practices and trends

OBJECTIVE 2 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. nColumbia University, New York nInstitut für Marketing Ludwig-Maximilians-Universität München nYonsei University, Seoul The study is conducted by:

TOPICS 3 The Global brand Forecast Study gives an overview on a range of different branding issues: nGeneral brand management nBranding tools and objectives nBenchmarking nCountry specific evaluation of brand management nThis year‘s extra topic: Employees and Brands

METHODOLOGY - SAMPLE STATISTICS 4 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 5 Korea  The integrated management of a product’s tangible and intangible assets  The “face” of a product  Similar to “raising a person (child)”

6 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 BRANDS OF BENCHMARKING 7 Brought people together during World Cup Used the “ Red Devils ” as useful medium Innovative brand segmentation by user 3 rd 2 nd 1 st 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 8 Daum (29.9%) Yahoo (13.7%) Samsung (54.7%) Korean Air (41.9%) Asiana (29.1%) E-commerce/ Internet Electronics Korea Highlights: n = 117 Question: „Which brands in your country do you admire most in each of these industries?“ Airlines/Tourism

STRONGEST BRANDS IN KOREA 3. COUNTRY-SPECIFIC BRANDING 9 Hyundai (20.6%) Samsung (11.4%) Kia (10.7%) Daewoo (8.2%) American Perspective German Perspective Korean Perspective 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 10 Coca Cola (21.3%) McDonalds (9.9%) Ford (7%) Disney (6.6%) Microsoft (5.2%) American Perspective German Perspective Korean Perspective 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. “