Team 1

Haechi brand value

Animal of “justice & integrity” punishes evilImaginary animal with divine power that wards off disaster and brings fortune.Vital symbol will bring happiness and pride to Seoul citi-zens Represent enduring vitality to people all over the world

Symbol of Seoul City

Communication of tradition & Future, People & Nature

Dream & Hope, Happiness & joy

Acquire City competitiveness

Cultured Cityof integration of cultural & economic

Stimulate the economyby attracting tourists from home and abroad

Create positive city image to promotecivic pride

Method

Collect Data, Use assumptions

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

Protection

Support

Trend

Leader-ship

UnityInternationality

Beauty

Stability

Market

Haechi

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.

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

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

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