interbrand brand letter vol.21

InterbrandBrand LetterInterbrand Brand Letter

VOL.21 March 2012

.

Brand Proposition

. , . ,

,

()

.......()

- ,

.

.

(

.)

.

,

(Brand Proposition)

.

Editor's Letter

4Brand ReportDraw end lines to deliver your brand efficiently

11

20

28

33

Brand Insight

Interview

It's New

Worldwide Brand Hot News. .

KT LTE Warp McDonald'sBayerIgloo

Brand ReportInterbrand Brand Letter VOL.213

Contents

Lin-possible, Lin-spired and Linsanity!

, The Bank

Brand ReportInterbrand

Interbrand Brand Letter VOL.214


. ,

, (Proposition)

. A B (A) (B)

.

.

.

, , ,

.

Draw end lines to deliver your brand efficiently

By Paola Norambuena / Interbrand North America, Executive Director Charles Pringle / Interbrand North America, Writer Jeehye Yeum / Interbrand Korea, Consultant


AA The 4th emergency

service. ,

AA . , ,

3

. AA

.

Inspire creativity, passion, optimism and fun .

Open Happiness

, ,

. , , , , , ,

, .

(External)

(Internal) .

.

,

.

AA .


.

Superior standards tailored for you . Superior Standards

. (Superior standards)

. (Tailored)

.

, .

.

.

,

.

.

, ,

.

(Boundary)

?

.

.

() , ()


.

. (Jagermeister) (Baileys)

. , ,

.

.

.

.

,

.

.

.

. .

1) / .

2) / .

.

.

.

.


.

. (: www.nike.com)

.

.

.

.

,

.

, (Less-is-more approach)

.

.

.

.


.

Clarity Personality

A balancing act

. ,

.

.

, .

.

.

A good proposition balances perfectly the need for clarity with the desire for personality.

.

.

, .

140

.

.

Brand Insight Interbrand


Brand InsightInterbrand Brand Letter VOL.2112

(Real Steel)

SF

.

.

,

.

By Alex Han / Interbrand Korea, Senior Consultant


20 .

,

,

.

People's Champion.

?

,

.

(Brand Positioning)

.

.

.

,

(Brand Personality) .

(Brand Proposition)

,

. (Consumer Benefit)

. ,

.

( : realsteel.kr)


( 'Brand Definition' )

BRAND PROPOSITION

BRANDPROPOSITIONING

PERSONALITY

Target AudienceBrand OwnerPerspective

DRIVERSVALUES

2011 100 (Best Global Brands 100) 6

(McDonalds)

.

(Key Driver) .

Simple. Easy. Enjoyment

,

.

, ,

2 8

. Im lovin' it

.

Simple. Easy. Enjoyment.

.

( : www.mcdonalds.com)


BMW (Mini)

.

BMW

. The small,

but glamorous fashion accessory ,

BMW

.

BMW ( : BMW MINI www.mini.co.kr)

.

.

.

()

() .

.

.


(Edward Sapir)

,

.

.

.

.

.

,

.

,

.

(Possible Worldwide)

(Bob Gilbreath)

.

. .

STP(Segmentation-Targeting-Positioning)

.

STP

.

,

.


.

.

?

.

.

, .

,

.

,

.

, .

.

.

.

.

.


2012 10

.

,

?

,

.

.

.

Interview


InterviewInterbrand Brand Letter VOL.2120

100 , 1 3~400

.

.

.

,

(Rice)

,

2001

'' .

,

,

.

. .

by Yejin Ahn / Interbrand Korea, Senior Consultant


2001 9 . , , ,

. (Produce)

(Distribute) 10 .

, , ,

.

.

Q. .

.

, , 40-50

-(Well-aging) -(Well-dying) .

.

, .

. , .

. CEO .

Q. ?


. SNS .

. .

.

Q. SNS ?

.

. ,

. .

. ,

. 5, 7, 10

. .

.

? .

.

.

.

SNS .

Q. CEO, .

.

.

.

.

CEO

. .

Q. .


. .

. .

,

.

Q. .

.

. .

.

.

.

Q. ?

.

. .

. .

. ,

.

. .

.

.

, .

Turn Off . ,

, .


() .

() , ,

.

(David Brux) . .

Q. ?

' '.

-

. ,

. .

, , , , , ,

. .

Q. .


TV . ! !

.

.

.

. , (Organizing)

. .

. . , ,

.

. , , , ,

.

Q.

.

?

! !.

.

. .

.

.

Q. .


, . SNS

.

.

,

.

.

.

Q.

?

.

50 .

, .

.

Q. .

. ?

. 365

. .

. ,

.

.

It's NewInterbrand


It's NewInterbrand Brand Letter VOL.2128

KT LTE Warp KT LTE

Warp

.

Warp KT LTE

, ,

LTE

. Warp ,

SF

.

KT

Warp

.

BI

.

KT

Red Yellow

Warp .


McDonald's Best Global Brands 100

( 100 ) 12 10

.

.

Brand Engagement

Showtime .

Dedicated to Enjoyment(, )

.

.

(Ray Kroc)

.

.

Cirque du Soleil( )

4,000 .


Bayer .

CEO Value-based Management

.

,

.

,

,

.

Marken Award

.


Igloo Sky TV

TVNZ .

The Living Room ,

(Igloo) Pre-pay

TV*

,

,

.

Take Life Inside

()

. .

(Tone of voice) Inglish

, .

. Visual Identity System

Double O(oo)

.

2011 12

.

*Pre-pay TV : TV

Igloo PLAY


WorldwideBrand Hot News ,

Worldwide Brand Hot NewsInterbrand Brand Letter VOL.2133

NBA (Jeremy Lin) .

2 6 26 ,

.

Impossible Lin-possible, (Inspired) Lin-spired

Insanity Lin Linsanity .

Linsanity()

.

.

. 2010

.

.

Ben & Jerrys , Taste the Lin-Sanity

. Ben & Jerrys

.

Linsanity Ben&Jerry's Taste the Lin-Sanity(: Brand Channel www.brandchannel.com)

Lin-possible, Lin-spired and Linsanity!


. .

, , ,

.

.

.

.

.

. .

. () .

130 ,

.

(Lagunitas)

*

.

.

.

: Brown Shugga .

. ?

.

.(we suck) .

.

* (Ale):

1

(: Mashable mashable.com)

2 (: Mashable mashable.com)

1

2


,

.

3.5

.

.

.

.

Ecologic

. Ecologic Chevy

,

. Ecologic

Ford

EcoBoost

.

1 Ecologic

2 Ecologic

(: Chevrolet www.chebrolet.com)

1

2


. Rembrandtplein

Starbucks-The Bank (slow) , (Hyper-local)

, . The Bank

.

.

. (Laboratory) .

(Liz Muller) . .

(Kuma Kengo)

.

.

, The Bank

'The Bank' (: Contemporist www.contemporist.com)

Interbrand Brand Letter . , .

02. 1. [email protected] Fl. Intellex Bldg. 21 Nonhyeon-dongGangnam-gu Seoul 13-832 Korea

Copyright 2012 by Interbrand KoreaInterbrand Brand Letter is Published by Interbrand

interbrand brand letter vol.21

Documents