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Team 1
Haechi brand value
\119,596,070,000
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
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
DifferenceWithOtherCharacters
Leadership
Stability
Market
Internationality
Trend
Support
Protection
Brand value Evaluation Model[Interbrand]
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
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
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.
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.
Y = A1 + A2 + A3 + B1 + B2
Y = A1 + A2 + A3 + B1 + B2
Part 1
About Haechi
A1 + A2 + A3
Associate with Seoul
Part 2
B1 + B2
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
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
Anholt GMI City brand value
City Brand value=(GRDP–tangible assets)*Brand power
Excluded the tangible assets
Economy
cultural assets
environment
leisure infrastructure
community
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
Tourist expenditure at Seoul
B1= Aw*Tt* *Sb
Vs = Visited Seoul
Vc = Visited Korea
Tt = Tourist Expenditure
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
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
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
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
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
Problem Definition & Suggestions
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
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
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
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
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