Interbrand Brand Letter Vol.22

Interbrand Brand Letter . Vol. 22

NOV 2012Interbrand Brand Letter

Time

Editors Letter

Time X Brand

?

.

1890 120 19, 20

. 2012 .

, 4 , ,

. .

. Timeless, Right time,

New era , History, Forecasting

.

, tick-tock

Contents 04 Brand Report Meta-luxury : The timeless culture of excellence

08 Brand Insight Brand in the history

14 Brand Column 1997 :

1997

17 Interview :

, .

24 Case Study , , :

30 Worldwide Brand Hot News -

-

-

- , 2012 100

6th Interband CBO Forum

- ,

36 It's New -

-

-

- Playbook

- GDI

- YOUM

- NS

-

-

Interbrand Interbrand

Interbrand Brand Letter VOL.22

Brand Report

WhyMeta-luxury? .

. ,

,

.

,

Meta

(Meta-luxury) .

,

()

. ,

, .

,

.

(Aesthetics) .

(The culture of excellence)

.

History beyond time

.

.

,

(Leaving a mark through

unique achievements) . (Differentiation)

(Uniqueness) ,

.

.

.

, .

,

.

. , ,

, .

,

,

.

.

(Longevity) .

.

By Jeehye Yeum / Interbrand Korea, Consultant Manfredi Ricca / Interbrand Italy, Managing director Rebecca Robins / Interbrand Europe, Director

Meta-luxury: The timeless culture of excellence

5

, .

. ,

.

,

.

(Certification) .

History versus longevity and temporality

.

,

.

,

. (Driver)

,

.

3

,

(Uniqueness) .

The three degrees of history

.History

Uniqueness

Achievement

.Longevity .Temporality

I. History brands

,

(Relevant) , ,

. , (Iconic)

.

.

.

(Heritage).

(Patek Philippe)

(Generations)

. (Begin your own

tradition) ,

.

. ,

,

.

DNA ,

.

'

.

' ,

.

6

Brand ReportInterbrand Brand Letter VOL.22

II. Longevity brands

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.

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III. Temporality brands

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,

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, .

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.

, .

ZARA H&M

.

,

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.

, .

Meta-luxury brandsas the timeless cultureof excellence

,

,

(Excellence)

.

.

, (, , )

.

.

.

CEO -

.

.

,

(Iconic flagship) .

. , .

7

Interbrand

Brand Insight

(Time) .

(Time)

, (Time) .

(Well-being)

.

.

? IBM

,

,

. .

Brand in the history

By Uzin Hwang / Interbrand Korea, Design director

.

.

.


. , ,

Unhate PLAY

9

,

.

.

. - -

1800, .

, (Levi Strauss)

1853 .

LEVIS .

.

1950 , 1940

. 1950

,

, 1960

.

,

.

.

, , , .

? (New balance)

.

. 1900

. (William J.

Riley)

.

(Arch)

.

.

(:

http://www.levi.co.kr/).

10

Brand InsightInterbrand Brand Letter VOL.22

.

.

100

.

100 13 1

1800 .

-

. 19

,

-

.

(Arch support: )

(: http://www.newbalance.com/)

.

BMW

Austin MINI

. 1956

2 ( ) .

4

BMC(British Motor Corporation)

(Alec Issigonis)

.

.

(: http://www.thecoca-colacompany.com)

1931 1949 1953

.

(: http://www.miniworld.com.au/)

1

(Salvatore Ferragamo)

.

,

(Zippo)

.

11

, .

?

. , ,

,

.

. 1900 68

(Chanel). (Chanel Modes)

(No.5)

, , ,

.

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.

.

(: http://inside.chanel.com/)

.

.

.

, .

1949 , (Shiseido)

& .

140

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,

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12

Brand InsightInterbrand Brand Letter VOL.22

. 3

1990

.

(People tree), ,

(Think coffee)

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, , ,

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13

Interbrand

Brand ColumnInterbrand Brand Letter VOL.22

1997: 1997

?

OECD

OECD

.

. , 1.12(2010) 10

31.2

,

. ,

. 1997 1.6

, 10 13

.

1997

, , ,

.

2008

. 1997 IMF 15

,

, ,

1997 10

. 1

,

,

2 . ,

.

. ,

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, .

, ,

,

.

, .

90 . 400

, 40

tvN

1997 90 .

90 60~70

. 60~70

,

.

. 88

8090

. 90s

15

By Mindy Chungmin Lee, Trendlab506, CEO

Brand ColumnInterbrand Brand Letter VOL.22

LP 7080

. 80

.

. 20 ,

30 40

.

, 1995 29.7 15

38.1 .

, 38

.

, 20

,

, .

(Time slip)

. ,

. ,

. 15

. ,

.

60 , 70 .

,

90s ,

.

90 .

16


Interview

25

.

.

.

: ,

By Harry Woo / Interbrand Korea, Manager Yejin Ahn / Interbrand Korea, Manager

18

Q. 27

.

?

A. What will I be?

. , , ,

.

.

, .

.

. ,

.

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. , , , , , .

, ,

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.

10

,

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. .

. . .

1987 .

, ,

. , ,

.

(Domus) 1928

,

(: http://www.

domus web.it/)

19

(Papertainer museum):

.

373 166

.

.

.

(: ) (Shigeru Ban)

(: 2006 9, 2006 10)

Q.

,

.

?

A. , .

.

. .

. ,

, , , , ,

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.

.

?

. .

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. .

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(Heritage)

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. .

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. , .

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.

20

InterviewInterbrand Brand Letter VOL.22

(Erich Fromm) Understanding

. , Knowing ,

Understanding .

.

.

,

.

? ?

Q.

.

?

A. . ,

. .

.

. ,

. , ,

. .

.

.

. , ,

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.

. .

1 1

2

.

21

1 2

. . .

(Media) Medium .

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. .

. ? . &? . ?

. ? . ?

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. .

.

?

Q.

.

A. . ().

, .

.

. 2,

3 ,

.

.

22

Interbrand Brand Letter VOL.22 Interview

A. 3

. 5 ,

.

Q. 10

?

, , .

.

. .

.

.

, .

.

, CEO

.

23

Interbrand

Case StudyInterbrand Brand Letter VOL.22

, ,

: ,

By Yejin Ahn / Interbrand Korea, Manager

, .

.

(Natural

plan) 6,000

.

.

25

Q. 5 . ?

( ):

.

( ):

.

.

.

. .

. ?

Q.

. ?

: 4-50

. .

.

( ): .

.

: .

. .

.

.

.

:

.

.

.

.

.

Q. . ,

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: 2009 5 3 . 6 3

,

3 ,

.

:

.

25% .

.

.

.

.

.

.

. 20

.

.

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.

. .

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26


: .

,

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Q.

.

: .

,

.

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. .

6, 3

.

: ,

.

.

,

.

.

(: www.natural-plan.co.kr)

( , , , , / .)

27

Q.

.

: BI

.

. ,

.

. .

.

:

.

.

.

Q. F&B ,

?

: F&B

, .

F&B

.

.

.

:

, .

.

:

.

, ,

.

Q. 4 .

?

:

1 .

:

.

: Pointing North

.

28


Q. Vfood . Pointing

North ?

:

. Pointing North

,

.

Q. ?

:

.

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.

:

. .

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() ()

29

Pointing North:

. .

Worldwide

NEWS

WorldwideBrand Hot News

PLAY

( MS) .

8 , (Surface) 25 .

MS .

, (San Serif), MS

.

, .

. Microsoft store, Windows 8 (Grid)

.

MS MS , TV,

.

Microsoft

Microsoft store Microsoft office

31


.

(Burberry)

(Audi)

.

.

(Exclusive)

.

,

(Savvy)

.

.

. (Macys) , 30

The shoe salon , (Selfridges) (Louis Vuitton)

13 . .

NYC .

32

Nutrition initiative .

, .

.

1 4,000

. "

" " " .

.

.

. ,

, , 16( )

.

Pepsi-co 20

, .

17(Oz.)

33

Best Global Brands 100

2,

Best Global Brands 2012 .

40% 328

9,300 9 10

. 24%

8 53 ,

40 8,900 100 87

.

13 1 8%

778 3,900 , 2

(765 6,800 ) 129%

CBO ,

. ( , ,

, ,

)

, 2012 100 6th Interbrand CBO Forum

.

10 10, CGV The private cinema Brand is You 6th Interbrand CBO Forum

. 100 Brand society KAIST

, , ,

.


34

,

Corporate citizenship()

. 9 14, Brands have the power to change the world.

.

.

10 10 (Equal) .

.

. .

,

. .

1 9 14

.

()

2

(Equal)

35

1

2

Interbrand

It's NewInterbrand Brand Letter VOL.22

,

.

Reason to Believe

.

.

(,

, ) .

.

( )

. 2011

.

,

.

Playbook

( )

.

: / : / : Innerise

'Windsor drives influence through inspiration' ,

.

.

, ,

'Modern British'

.

37

YOUM

Flexible display

,

YOUM.

NS

GDI(Global Design Index Evaluation)

(Global Design Index)

.

(Aspirational),

(Leading)

.

.

NS .

,

CI ,

.

, .

BI

.

.

YOUM

You Me, Motion, Mobile, Magic

.

YOUM

.

38

(Equal).

( , )

2-30

,

.

Corporate citizenship( )

.

It's NewInterbrand Brand Letter VOL.22

39

Interbrand Brand Letter .

,

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02. 515. [email protected] Fl.Intellex Bldg. 261 Nonhyeon-dongGangnam-gu Seoul 135-832 Korea

Copyright 2012 by Interbrand KoreaInterbrand Brand Letter is Published by Interbrand

Publisher Jihoon Moon

Editor in Chief Yejin Ann

Editor Uzin Hwang Harry Woo Jeehye YeumPaola Norambuena Manfredi RiccaRebecca Robins

Editorial Design Suyeon Jung

Print Western Communication

InterbrandBrand Letter

Brands have the power to change the world

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Interbrand Brand Letter Vol.22