MethodSeoul Brand Value 407 trillionWhat is HaechiWho should know HaechiWhere can they find HaechiWhy should they at Haechi0.1%400,000,000,000TouristProductAwarenessCompetitionAnimationRecognitionTravelattractionsCitybrand valueLoyalty Trust
Dooley Dal GiMashimaroPororo Pucca KittyWinniethePoohBrand Value 2486 3090 4868 8519 4876 9010 802904000800012000Methodological approachCostapproachMarketapproachIncomeapproachStarting at thedevelopment costCreate of premium brand value Create added value
DifferenceWithOtherCharactersLeadershipStabilityMarketInternationalityTrendSupportProtectionBrand value Evaluation Model[Interbrand]
It’s aboutCity MarketingPurposeof Haechi?!Not generating direct profitButLeadershipSales at the market, M/S trend, Price power, effect of marketMarketMarket environment, competitive environment, PLCwithAdding value & Selling itDifferentiated & Unique identity.Tourism, Culture, Service, SOC and Infrastructure, etc
BeautyIs Haechi performing it’s own Objective?!Problem definitionvital symbol will bring happiness and prideto Seoul citizens and continue to representenduring vitality to people all over the worldfor years to comeProtectionLegal protective, Management systemRepresent the bright and shiny image ofSeoul, a city of tradition and beauty.As Haechi’s main objective is to promote awareness andimplicate the values of Seoul to the public, following thecurrent issues and trends is considered to be a veryimportant factor.Although promotion is the main issue Haechi is still regulated withcopyright laws to protect its use from illegal piracy. By doing so thecouncil of Seoul is able to concentrate their brand image management.TrendModernity, Adaptability, Business Possibility, ExpandingWhat’s Beauty of Haechiat there
TrustCannot calculateWant to find the way to calculate indirectlyStabilityBrand’s stability, Reliability, Brand likingThe Stability factor measures the‘trust’ and ‘liability’ of the character.MeYouSoIsAgainHelpFor example road traffic signs with thischaracter, tells people it has been authorized bythe city of Soul, and therefore is legitimate.As the character for Seoul city, Haechi givesthe people a sense of trustworthiness in theproducts which has the character on.
UnitySuggestionInternationalityOversea marketing Strategy, feasibility, Regional salesSupportManagement of resource use, PR Ad promotion activitiesDetermined to be a globally known city, Seoul markets Haechi covercharacter for overseas strategies.Under a single brandforeigners can grasp the concept SeoulSince 2006, ‘Design Seoul’ strategy to appeal more effectively andsuccessively to both the domestic and foreign market. So there has been ahuge support in the development and promotion of Haechi bothoperationally and financially.
Think againIs it real that 3% of tourist’s expenditure came out of the affect by Haechi?Make another ‘constant’ which is ‘how much Seoul brand affects tourist’s purchase’We assume it is 0.1We can’t discuss Seoul & Haechi apartSeoul brand brings value added at Tourists spendingFind data fo tourists number at SeoulCalculate awareness of Haechi compare to Seoul brandsHaechi abilities attract tourists not just direct waySb = 0.1 fixed
2007 126904800002010 409947200002007 it was 7.65/56.05Seoul culture asset brand valueFixed 0.136485 Increase brand Value after making Haechi = 28304240000CA = Point of Culture assets= CA point / Brand power pointBrand Value of Seoul
5,009,0260 5000000 10000000 15000000 200000002007200820092010Sum5,040,0005,000,0001,970,000Until 2010, for 1 year 7 month Seoul used2,431,000,000 at Haechi design, culturalproduct business, PR, etc.Fact=0.014284014
Haechi was introduced at 2008If we look at the difference of 2007 city brand value and 2010 city brand valueWe can find some parts Haechi contributedWe choose related part ‘cultural assets’ and calculated it.Multiply (buget Haechi uesd/PR budget of SeoulFind out Haechi is just 1/2000 of Seoul brandWe also find the weakness betweenCultural assets and PR budget usageSo we made another ‘constant’Which mean ‘affect of PR which contribute to increase of cultural asset intangible brand value’We assume that it is 0.1
Part 2Customer attraction Public RelationCultural Product*Awareness: 3.14%*Sb (the affect on consumption from Seoul’s brand image): 0.1Seoul City Marketing=5518075=6310825
Problem DefinitionAbsence of effective marketingY = A1 + A2 + A3 + B1 + B2Manufacturing, distribution, andCommercialization is not organically connectedAbsence of exposure marketing strategyAbsence of strategy, marketingstrategy, indirect promotion, sponsorNot challenging relative projectsLack of character value compare to other citiesShortage of marketing expertsAbsence of consumer-oriented characterrecognition researchLack of strategies for promoting character Lack of constructing association, cooperationwith relevant institutionsLack of media exposure opportunities
Recently Seoul City Marketing Main target is AsianOversea PR Budget increased over the year2007 4,000,000,0002009 31,100,000,000ButExposure, awareness of Oversea is low(Not doing well 52.1%, Medium 26.4%, Doing well 21.5%)70% of Korea inbound visitors are AsianAwareness of Main targeting countryChina 63.6%Japan 55.1%Taiwan 74.3%Visitor1st Japan2nd China3rd TaiwanHow to increase awareness of Seoul using Haechi brandThen if we increase PR of Haechi, what happen?SuggestionHistorical Comminality, Similar culture, Friendly familiar image, symbol of protection & fortune
SuggestionNeed long term brand buildingOSMU(One Source Multi Use)Persistence : low reproduction costsGrowth potential : conjunction with variety of cultural contents Recently Seoul announced that they will reduce the budget of Haechi2011 216,000,000 to 2012 70,000,000Decrease already started81% Seoul citizen think Haechi is their symbol77.2% said they like HaechiHaechiSeoulCitizenCitizenCorporationTouristExpertsInformationFeedbackNew communication model119,596,070,000Suggestion4P -> 4C
Referencehttp://cafe.naver.com/realpark/2662, Brand Seoul equity investigation, TaeWon Park Kwang Woon UnivProblems & Achievements of Symbol System for Seoul Metropolitan City : Focusing on Communication Model, Ko Chang Kyun - Seoul symbol systemCharacter industry Promotion Plan (2009~2013), Ministry of CultureEvaluating brand value, PPT from SERIhttp://haechi.seoul.go.kr/, Haechi homepageInbound traveler of Korea, GMIDForeign Entry, Tourism Revenue 1975-2011, Korea Tourist ServiceSeoul PR budget 2010, Seoul congresswoman MigYeong KimCity brand marketing, I Love NY, KOTRAhttp://blog.naver.com/haechiseoul, Haechi blog
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