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globeone Brand Snapshots - South Korea
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globeone Brand Snapshots - South Korea

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“The next set of big global brands will come from emerging countries.” David A. Aaker, one of the world’s most renowned marketing and brand experts, sees large potential for brands from emerging ...

“The next set of big global brands will come from emerging countries.” David A. Aaker, one of the world’s most renowned marketing and brand experts, sees large potential for brands from emerging markets and is sure that leading Western brands will face stronger competition from these upcoming global players.

globeone’s Emerging Market Brands Survey analyzes the perception of emerging market brands among German consumers and highlights that many of these brands still have a long way to go until they are on eye-level with established global brands. Still, German consumers see potential for future success of these brands in Germany.

There are definitely many brands to watch out for. To learn already more about these interesting hidden giants, check out our brand snapshots of the 65 emerging market brands from Brazil, Russia, India, China, and South Korea studied in our survey.

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globeone Brand Snapshots - South Korea globeone Brand Snapshots - South Korea Presentation Transcript

  • Cologne  Shanghai  Beijing  Mumbai  São Paulo  Singapore  Seoul Emerging Market Brands Survey Brand snapshots – South Korea August 2013
  • 2 Samsung Electronics Interesting insights As one of the global top brands in consumer electronics, Samsung spent a record-breaking € 8.7 billion on marketing in 2012. The company also uses innovative ways to promote its products and just signed an unparalleled deal with global megastar Jay-Z: Samsung bought one million copies of his new album and made it available as free download for users of Samsung smartphones, resulting in considerable media attention for the artist and Samsung. Source: gazprom.com 1969Founded ElectronicsIndustry Seoul, South KoreaHeadquarters ~ 84%Revenues abroad Revenues € 136 billion (2012) ~ 221,700Employees Source: www.samsung.com/sec of best-known South Korean brands in Germany Source: globeone Emerging Market Brands Survey #1 98% of German consumers know Samsung Source: globeone Emerging Market Brands Survey (aided awareness)
  • 3 KIA Motors Corporation 1944Founded AutomotiveIndustry Seoul, South KoreaHeadquarters ~ 82%Revenues abroad Revenues € 31 billion (2012) ~ 40,000Employees Interesting insights KIA is one of the fastest-moving global automotive brands, increasing its brand value by 50% in 2012 (Interbrand). It focuses on good design, quality & fun-to-drive and it won four ‘red dot’ design awards (2013). KIA has approached each market with localized offerings. In Europe, it runs a design center in Frankfurt for localization and sponsors sports games such as UEFA Championships to build brand awareness for mass markets in Europe. Source: www.kia.com/kr of best-known South Korean brands in Germany Source: globeone Emerging Market Brands Survey #2 97% of German consumers know Kia Source: globeone Emerging Market Brands Survey (aided awareness)
  • 4 Hyundai Motor Company 1967Founded AutomotiveIndustry Seoul, South KoreaHeadquarters ~ 83%Revenues abroad Revenues € 57 billion (2012) ~ 86,400Employees Interesting insights Hyundai Motor Company is the world’s fourth biggest car manufacturer and among Interbrand’s Best 100 Global Brands. In the European market, it is introducing new types of small vehicles and design-focused models which are customized for European consumers. One of its main branding strategies is football sponsorship (FIFA World Cup, UEFA EURO, etc.) combined with marketing activities like the opening of Hyundai Fan Park, a Euro Test Drive. Source : www.hyundai.com of best-known South Korean brands in Germany Source: globeone Emerging Market Brands Survey #3 97% of German consumers know Hyundai Source: globeone Emerging Market Brands Survey (aided awareness)
  • 5 LG Electronics Source: www.lge.co.kr 1958Founded ElectronicsIndustry Seoul, South KoreaHeadquarters ~ 86%Revenues abroad Revenues € 36 billion (2012) ~ 86,700Employees of best-known South Korean brands in Germany Source: globeone Emerging Market Brands Survey #4 94% of German consumers know LG Source: globeone Emerging Market Brands Survey (aided awareness) Interesting insights LG is a high-end electronics manufacturer, ranking no. 2 in television and no. 3 in cell phone sales worldwide. LG conducts various marketing activities such as sponsoring exhibitions at Germany’s Gamescon, Formula 1 sponsorships, or 3D TV installations for sports pubs. It launched ‘The World Record Campaign’ in 2012 to share LG’s focus on product excellence, innovation and technical excellence starting with India as first destination.
  • 6 Hankook Tire Interesting insights Hankook Tire is the 8th largest tire company in the world. It is increasingly gaining brand recognition with its premium image, emphasizing in particular its high-performance tires. Sports marketing is one of its main approaches to enhance brand awareness. It extended the exclusive tire sponsorship for Deutsche Tourenwagen Masters in 2013 and is partner of Germany’s Borussia Dortmund and the UEFA Europa League. 1941Founded TireIndustry Seoul, South KoreaHeadquarters ~ 80%Revenues abroad Revenues € 4.9 billion (2012) ~ 17,500Employees Source: www.hankooktire-press.com/ of best-known South Korean brands in Germany Source: globeone Emerging Market Brands Survey #5 45% of German consumers know Hankook Source: globeone Emerging Market Brands Survey (aided awareness)
  • 7 Korean Air Interesting insights Korean Air has been running multiple marketing programs to grow as a global airline. It has developed global partnerships for better service and network such as in cooperation with KLM, Myanmar Airways, or Czech Airlines. It founded ‘SkyTeam’, the global airline alliance and sponsored various international sporting events such as the 2013 PyeongChang Special Olympics Winter Games. 1969Founded AviationIndustry Seoul, South KoreaHeadquarters Revenues abroad Revenues € 8.3 billion (2012) ~ 20,800Employees Source: kr.koreanair.com n/a of best-known South Korean brands in Germany Source: globeone Emerging Market Brands Survey #6 38% of German consumers know Korean Air Source: globeone Emerging Market Brands Survey (aided awareness)
  • 8 SsangYong Motor Company Interesting insights Since Mahindra&Mahindra (India) acquired a majority stake in SsangYong, the synergies between the two resulted in increasing export activities by 50% in 2012. In Europe, SsangYong is launching models designed to meet the European taste of diverse usability. SsangYong actively exposed the brand and models in the Geneva Motor Show 2013 and is planning to especially promote its premium SUV vehicles. 1954Founded AutomotiveIndustry Gyeonggi-do, South KoreaHeadquarters ~ 65%Revenues abroad Revenues € 1.9 billion (2012) ~ 4,400Employees Source: www.smotor.com of best-known South Korean brands in Germany Source: globeone Emerging Market Brands Survey #7 25% of German consumers know SsangYong Source: globeone Emerging Market Brands Survey (aided awareness)
  • 9 Kumho Tires Interesting insights Kumho Tires, one of the world's leading tire manufacturers, focuses on active motor sports marketing to effectively and efficiently improve its brand image. Therefore, Kumho is expanding its motor sports activities in Europe, North America, Australia, and China. The company also supplies racing tires to the Masters F3 and is an exclusive partner to German football club Hamburger SV. 1960Founded TireIndustry Seoul, South KoreaHeadquarters ~ 74%Revenues abroad Revenues € 2.7 billion (2012) ~ 11,000Employees Source: www.kumhotire.co.kr of best-known South Korean brands in Germany Source: globeone Emerging Market Brands Survey #8 17% of German consumers know Kumho Tires Source: globeone Emerging Market Brands Survey (aided awareness)
  • 10 Hanwha Chemical Corporation Interesting insights Hanwha Chemical has the vision of being the “Global Chemical Leader 2015” generating revenues of over € 6 billion. Hanwha’s strategy is to build a brand recognized and trusted by customers worldwide by globalizing its operations and enhancing company value. Accordingly, it has been expanding the production bases outside of Korea and has broadened the product portfolio by active overseas partnerships and acquisitions such as Q-Cells. 1965Founded Petrochemical, solar energy etc.Industry Seoul, South KoreaHeadquarters n/aRevenues abroad Revenues € 2.4 billion (2012) ~ 2,600Employees Source: Hanwha Chemical Sustainability Report 2013 of best-known South Korean brands in Germany Source: globeone Emerging Market Brands Survey #9 4% of German consumers know Hanwha Source: globeone Emerging Market Brands Survey (aided awareness)
  • 11 Amorepacific Interesting insights Amorepacific’s launches products of innovative technology and carefully chooses high-end distribution channels to keep the premium image (e.g. Sephora in France). The company localizes the brand to meet local tastes. For instance, it hired the French fashion designer Lolita Lempicka to launch a perfume which ranks within top 10 perfumes in France. It also expanded its luxury portfolio by acquiring the French perfume Annick Goutal. Source: us.amorepacific.com 1945Founded CosmeticsIndustry Seoul, South KoreaHeadquarters ~ 16%Revenues abroad Revenues € 1.9 billion (2012) ~ 10,500Employees of best-known South Korean brands in Germany Source: globeone Emerging Market Brands Survey #10 1% of German consumers know AMOREPACIFIC Source: globeone Emerging Market Brands Survey (aided awareness)
  • Cologne  Shanghai  Beijing  Mumbai  São Paulo  Singapore  Seoul © Copyright This document of globeone GmbH or its network office is intended exclusively for the client or addressee. It remains exclusive property of globeone GmbH or its network office until the rights of use are expressly transferred. Any revision, use, duplication or commercial distribution of this work is permitted only with the consent of globeone GmbH or its network office. This document is a discussion paper. It makes use of secondary information and hypotheses and is therefore for discussion only. It does not include any recommendations or binding statements. While due care has been taken during the compilation of this presentation to ensure that the information is accurate, globeone GmbH and its network offices shall not be responsible for any damages (including consequential) caused by reliance on the materials presented, including but not limited to typographical and other errors relating to the publication.