[Me]haechi brand value ver 2.0

26
Team 1 Haechi brand value

description

 

Transcript of [Me]haechi brand value ver 2.0

Page 1: [Me]haechi brand value ver 2.0

Team 1

Haechi brand value

Page 2: [Me]haechi brand value ver 2.0

\119,596,070,000

Page 3: [Me]haechi brand value ver 2.0

Method

Seoul Brand Value 407 trillion

What is HaechiWho should know HaechiWhere can they find HaechiWhy should they at Haechi

0.1%\400,000,000,000

Tourist

Product

Awareness

Competition

Animation

Recognition

Travelattractions

Citybrand value

Loyalty Trust

Page 4: [Me]haechi brand value ver 2.0

PV=∑ [ (𝑆−𝐶)¿∗ {1+𝐺1+𝑘 }𝑡

]−∑ [ (𝑁𝑆−𝑁𝐶 )∗ {1+𝑁𝐺1+𝑘 }𝑡

]¿

Dooley Dal Gi Mashimaro

Pororo Pucca Kitty Winnie the Pooh

Brand Value 2486 3090 4868 8519 4876 9010 8029

2000

6000

10000

Methodological approach

Costapproach

Marketapproach

Incomeapproach

Starting at thedevelopment cost

Create of premium brand valueCreate added value

Page 5: [Me]haechi brand value ver 2.0

DifferenceWithOtherCharacters

Leadership

Stability

Market

Internationality

Trend

Support

Protection

Brand value Evaluation Model[Interbrand]

Page 6: [Me]haechi brand value ver 2.0

It’s about

City Marketing

Purpose of Haechi?!

Not generating direct profitBut

LeadershipSales at the market, M/S trend, Price power, effect of market

Market Market environment, competitive environment, PLC

with

Adding value & Selling it

Differentiated & Unique identity.

Tourism, Culture, Service, SOC and Infrastructure, etc

Page 7: [Me]haechi brand value ver 2.0

BeautyIs Haechi performing it’s own Objective?!

Problem definition

vital symbol will bring happiness and pride to Seoul citizens and continue to represent enduring vitality to people all over the world for years to come

Protection Legal protective, Management system

Represent the bright and shiny image of Seoul, a city of tradition and beauty.

As Haechi’s main objective is to promote awareness and implicate the values of Seoul to the public, following the current issues and trends is considered to be a very im-portant factor.

Although promotion is the main issue Haechi is still regulated with copyright laws to protect its use from illegal piracy. By doing so the council of Seoul is able to concentrate their brand image manage-ment.

TrendModernity, Adaptability, Business Possibility, Expanding

What’s Beauty of Haechi

at there

Page 8: [Me]haechi brand value ver 2.0

Trust

Cannot calculateWant to find the way to calculate indirectly

StabilityBrand’s stability, Reliability, Brand liking

The Stability factor measures the ‘trust’ and ‘liability’ of the charac-ter.

MeYouSoIsAgainHelp

For example road traffic signs with this char-acter, tells people it has been authorized by the city of Soul, and therefore is legitimate.

As the character for Seoul city, Haechi gives the people a sense of trustworthi-ness in the products which has the char-acter on.

Page 9: [Me]haechi brand value ver 2.0

UnitySuggestion

InternationalityOversea marketing Strategy, feasibility, Regional sales

SupportManagement of resource use, PR Ad promotion activities

Determined to be a globally known city, Seoul markets Haechi cover character for overseas strategies.Under a single brandforeigners can grasp the concept Seoul

Since 2006, ‘Design Seoul’ strategy to appeal more effectively and successively to both the domestic and foreign market. So there has been a huge support in the development and promotion of Haechi both operationally and financially.

Page 10: [Me]haechi brand value ver 2.0

Y = A1 + A2 + A3 + B1 + B2

Page 11: [Me]haechi brand value ver 2.0

Y = A1 + A2 + A3 + B1 + B2

Part 1

About Haechi

A1 + A2 + A3

Associate with Seoul

Part 2

B1 + B2

Page 12: [Me]haechi brand value ver 2.0

Animation value (A3)TV animation series called ‘Haechi and friends’

₩350,000,000

ΣAv A1

A2 A3

Expected additionalsales (oversea)

Cable Broadcastingsales

SBS copy right

Page 13: [Me]haechi brand value ver 2.0

Part 2

Customer attraction Public RelationCultural Product

B1= Aw*Tt* *Sb

*Awareness: 3.14%*Sb (the affect on consumption from Seoul’s brand im-age): 0.1

B2 = CA*(-)*(PRh/PRs)*CAPR

Seoul City Marketing

Page 14: [Me]haechi brand value ver 2.0

Anholt GMI City brand value

City Brand value=(GRDP–tangible assets)*Brand power

Excluded the tangible assets

Economy

cultural assets

environment

leisure infrastructure

community

Page 15: [Me]haechi brand value ver 2.0

Income from foreign tourists (B1)

*Aw : 3.14%

trust

3% 2% 0%

27%

36%

11%

0% 21%

HaechiHi SeoulSeoul colorSloganInsignia4st SloganetcDon't know

B1= Aw*Tt* *Sb

Page 16: [Me]haechi brand value ver 2.0

Tourist expenditure at Seoul

B1= Aw*Tt* *Sb

Vs = Visited Seoul

Vc = Visited Korea

Tt = Tourist Expenditure

Page 17: [Me]haechi brand value ver 2.0

Think again

Is 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 0.1

B1= Aw*Tt* *Sb

We can’t discuss Seoul & Haechi apart

Seoul brand brings value added at Tourists spending

Find data fo tourists number at Seoul

Calculate awareness of Haechi compare to Seoul brands

Haechi abilities attract tourists not just direct way

Sb = 0.1 fixed

Page 18: [Me]haechi brand value ver 2.0

2007 12690480000

2010 40994720000

B2 = CA*(-)*(PRh-PRs)*CAPR

2007 it was 7.65/56.05

Seoul culture asset brand value

Fixed0.136485 Increase brand Value after making Haechi = 28304240000

CA = Point of Culture assets = CA point / Brand power point

Brand Value of Seoul

Page 19: [Me]haechi brand value ver 2.0

5,009,026

B2 = CA*(-)*(PRh/PRs)*CAPR

2007

2008

2009

2010

Sum

0 5000000 10000000 15000000 20000000

5,040,000

5,000,000

1,970,000

Until 2010, for 1 year 7 month Seoul used \2,431,000,000 at Haechi de-sign, cultural product business, PR, etc.

Fact

=0.014284014

Page 20: [Me]haechi brand value ver 2.0

B2 = CA*(-)*(PRh/PRs)*CAPR

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 contributed

We choose related part ‘cultural assets’ and calculated it.

Multiply (buget Haechi uesd/PR budget of Seoul

Find out Haechi is just 1/2000 of Seoul brand

We also find the weakness between Cultural assets and PR budget usage

So 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

Page 21: [Me]haechi brand value ver 2.0

Part 2

Customer attraction Public RelationCultural Product

B1= Aw*Tt* *Sb

*Awareness: 3.14%*Sb (the affect on consumption from Seoul’s brand im-age): 0.1

B2 = CA*(-)*(PRh/PRs)*CAPR

Seoul City Marketing

=5518075=6310825

Page 22: [Me]haechi brand value ver 2.0

Problem Definition & Suggestions

Page 23: [Me]haechi brand value ver 2.0

Problem Definition

Absence of effective marketing

Y = A1 + A2 + A3 + B1 + B2

Manufacturing, distribution, and Com-mercialization is not organically con-nected

Absence of exposure marketing strat-egy

Absence of strategy, marketing strategy, indirect promotion, sponsor

Not challenging relative projects

Lack of character value compare to other cities

Shortage of marketing experts

Absence of consumer-oriented character recognition research

Lack of strategies for promoting character Lack of constructing association, coop-eration with relevant institutions

Lack of media exposure opportunities

Page 24: [Me]haechi brand value ver 2.0

Recently Seoul City Marketing Main target is Asian

Oversea PR Budget increased over the year

2007 \4,000,000,0002009 \31,100,000,000

ButExposure, awareness of Oversea is low(Not doing well 52.1%, Medium 26.4%, Doing well 21.5%)

70% of Korea inbound visitors are Asian

Awareness of Main targeting countryChina 63.6%Japan 55.1%Taiwan 74.3%

Visitor

1st Japan2nd China3rd Taiwan

How to increase awareness of Seoul using Haechi brand

Then if we increase PR of Haechi, what happen?

Suggestion

Historical Comminality, Similar culture, Friendly familiar image, symbol of protection & fortune

Page 25: [Me]haechi brand value ver 2.0

Sug

gest

ion

Need long term brand building

OSMU(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 Haechi

2011 216,000,000 to 2012 70,000,000 Decrease already started

81% Seoul citizen think Haechi is their symbol

77.2% said they like Haechi

Haechi

Seoul

Citizen

Citizen

Corporation

Tourist

Experts

Information

Feed

back

New communication model

\119,596,070,000

Sug

gestio

n4P -> 4C

Page 26: [Me]haechi brand value ver 2.0

Reference

http://cafe.naver.com/realpark/2662, Brand Seoul equity investigation, TaeWon Park Kwang Woon Univ

Problems & Achievements of Symbol System for Seoul Metropolitan City : Focusing on Communication Model, Ko Chang Kyun - Seoul symbol system

Character industry Promotion Plan (2009~2013), Ministry of Culture

Evaluating brand value, PPT from SERI

http://haechi.seoul.go.kr/, Haechi homepage

Inbound traveler of Korea, GMID

Foreign Entry, Tourism Revenue 1975-2011, Korea Tourist Service

Seoul PR budget 2010, Seoul congresswoman MigYeong Kim

City brand marketing, I Love NY, KOTRA

http://blog.naver.com/haechiseoul, Haechi blog