TP 01/2006S: APEC Brand Marketing Seminar

Transcription

1 2007/WGTP19/007 Agenda Item: 6.2 TP 01/2006S: APEC Brand Marketing Seminar Purpose: Information Submitted by: Korea 19 th Working Group on Trade Promotion Meeting Sydney, Australia April 2007

2 1 Project Overview Project Name : APEC Brand Marketing Seminar Date/Venue : May , KOTRA Participants : 11 participants (6 economies) Co-sponsoring economies : Chile, Chinese Taipei, Thailand, Vietnam Objective : To learn about brand management and its importance, and to encourage knowledge sharing in the APEC region Project Methodology : Theory Lessons Obtain general idea of brand mgmt. Case Studies Learn how theories apply to business Field Trip Acquire first hand experience 2 1

3 Course Detail Date Time Topic Lecturer Remarks May 24 Wed. 10:00-13:00 14:00-17:00 Valuation of Country Brand : Modeling and Application Brand Management and Internet Marketing Cho, Dong Sung Moon, Byung Joon Seoul Nat l Univ. Kyunghee Univ. 10:00-13:00 To What Extent has Korea s Brand Management Come To? Suh, Yong Gu Sookmyung Women s Univ. May 25 Thu. 14:00-17:00 Asia and Korea s Brand Strategy on SMEs Kim, Jai Beom Sungkyunkwan Univ. 17:00-19:00 How to Move Beyond OEM Brand Exporting Han, Chung Min Hanyang University May 26 Fri. 10:00-12:00 13:00-15:00 Design Management and Brand Management Successful Cases of Brand Mgmt. at Hyundai/KIA Motors Kim, Won Taik Exec. Director Kim, Young Il Int l Design School for Advanced Studies Hyundai/KIA Motors 16:00-18:00 Fieldtrip to an Industry Leader of Brand and Design Samsung Electronics 3 4 2

4 Theory Lessons (Excerpts) 1. Valuation of Country Brand : Modeling and Application The Benefits of Enhanced CB Value Enhance National Competitiveness Economic Effects Social Effects Political Effects CB Value Assessment Model CB Value = Country Brand Earnings x Country Brand Power Index Tourism receipts + Export amount on services + Export amount on products (Country Competitiveness + Psychological Proximity) x Country Brand Strategy 5 Theory Lessons (Excerpts) 2. Brand Management and Internet Marketing Communications - advertising, banner ads, pop-ups, and interstitials (virtual clones of TV ads) - Internet enables publicity related information on demand (pull communication) - Online sales promotion includes online coupons, rebates, games and sweepstakes 3. To What Extent has Korea s Brand Management Come To? Branding Strategy - build awareness, create favorable attitudes and trust, influence public opinion Growth of Korean Brands - Samsung Electronics ranked 25 th ($10.85 bil) in brand value, 2003 (Business Week) - Hyundai Motors ranked 4 th in automobile brand loyalty, 2004 (J.D.Power & Associates) 6 3

5 Theory Lessons (Excerpts) 4. Global Branding Strategies of Asian SMEs Changing brand name to enter global market : Viable Korea VK Mobile Adapting to the China Market : Localized Marketing - Star marketing - PPL of VK phones in movies High-end Branding - High price & quality - Open shops downtown & in fashion streets 5. How to Move Beyond OEM Brand Exporting - Own Branding : Increase margins, reduce technology dependency - OEM Strategy : Utilize brand reputation and learn from OEM importers - Co-Branding : More return than OEM branding, less risk than own branding 7 Theory Lessons (Excerpts) 6. Design Management and Brand Management - Political - Environmental -Social - Technological - Economical Scanning PESTE Foresight and Future Trend Product Opportunity Innovative Design Value Opportunity Analysis 7. Hyundai Motors Case Study - Hyundai s Brand Identity : Refined & Confident. - Hyundai integrates all of its communication tools to achieve its Brand Identity. - Hyundai s sports marketing : activities in Olympics, World-Cup, motor racing 8 4

6 Project Evaluation 1. APEC Survey on Seminar Participants Too Detailed 9% Seminar contents were.. Just Right 55% Not Detailed Enough 27% No Response 9% Project rating on overall basis 6 persons 5 persons (Good) (Poor) 9 Project Evaluation 2. Lessons learned (participant answers) - The knowledge of recognizing the importance of brand management strategies - Useful inputs for policy modification and enhancement relating to branding initiatives - Experiences of Korean brand giants - A complete idea of Korean brand development locally & globally 3. Room for Improvements (participant answers) - More case studies of SME s and brand marketing strategies of different economies - Sharing participants own brand projects - More focus on emerging economies like India and China - Breaking down the syllabus into smaller and longer sections 10 5