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한국관광브랜드 구축 2 단계 입찰 참고자료 - 한국관광브랜드 구축 1 단계 사업요약

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한국관광브랜드 구축 2 단계 입찰 참고자료 - 한국관광브랜드 구축 1 단계 사업요약. 브랜드광고팀. 목차. 한국관광브랜드 구축 목적 및 1 단계 진행절차 한국관광 소비자 분석 - 해외 소비자 대상 - 국내 소비자 대상 한국관광 목표시장 세분화 한국관광 고객 세분화 : 목표고객의 특성 국내관광 시장의 세분집단 특성 한국관광 Brand Identity 및 Brand Essence. 한국관광브랜드 구축 목적. - PowerPoint PPT Presentation

Text of 한국관광브랜드 구축 2 단계 입찰 참고자료 - 한국관광브랜드 구축 1...

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    1 - - : Brand Identity Brand Essence

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    "Dynamic Korea" ,

    / , / "(Brand Identity)" " (Brand Slogan)"

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    1 4 5 (3C ) (STP )

    Benchmarking

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    / /

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    needs

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    Consumer Analysis: * Simon Anholts Tourism Branding Model(TBM) 5 , IT, Media , , , / 5 (TBM*)

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    Consumer Analysis () : PeoplePlaceCultureActivitiesQuality of ExperiencePeoplePlaceCultureActivitiesPeoplePlaceCultureActivitiesQuality of ExperienceQuality of ExperiencePeoplePlaceCultureActivitiesQuality of ExperiencePeoplePlaceCultureActivitiesQuality of ExperiencePeoplePlaceCultureActivitiesQuality of Experience

    *

    Consumer Analysis: Traditional and Trendy Culture, Clean, Mystical, Safe (FGI )*

    BusinessBusyStable Political conflictBusinessTechnical progressIndustrializedCrowdedDynamicModernityDevelopedEconomicHi-TechCrowdedIndustrializedConflictHi-TechPolitical conflictIndustrializedSimilar JapanElectricIndustrializedElectronicDevelopedNoisyComplicateCrowdedBusinessMysticalTraditional CultureExoticEco-tourismFoodExoticMysteriousTraditionRelaxingEnigmaMagneticPristineNaturalReligiousSafeCleanTraditionsGreenReligiousExpensiveCultural TraditionSpiritualAffordableAuthenticNaturalMix of city and rural areaTraditionReligiousUnspoiled sceneryCultural UniqueDiscover / ExploreUnique FoodFresh / CleanPleasantSafeVarietyAdventurePeacefulTraditional and trendy CuisineFashionHistoryLandscapeMysteriousSafeDelicateKorean waveShoppingFoodAureateSafeColorfulVigorousNot unique

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    Consumer Analysis: ( )N=8104 ( )*Young, Masculine, Friendly, Reliable ,

    Welcoming/Friendly/SmileyPolite/Kind/Gentle/courteousStylish/Fashionable/SophisticatedSincere/Honest/Ethic/TrustworthyEducated/SmartEnergeticSpiritualDelicate/Elegant

    Chart1

    -0.88967528350.63048284490.516599591

    -0.5922707073-0.10667930140.6170030524

    -0.81622733560.39184123150.5619003178

    0.3006076173-0.90794133340.4693636823

    -1.06064998182.3795720848-0.5388563811

    -0.5829539455-0.12252293890.6177839222

    1.5378308231-1.0176209368-0.8640250648

    1.51161649931.3289466831-2.9434714696

    1.4449913472-1.0656126331-0.6200597325

    0.151170163-0.83411046440.5190258847

    1.1508436172-1.1080511149-0.1225392713

    -0.73724939510.18505790580.5914435475

    -0.67630564670.05093922020.6056879505

    -0.74172777150.19569875270.590143971

    7104 ()

    Reliable33.551332675245.866238894463.622902270547.680157946715.1176238618

    Intelligent59.80997038561.734945705879.627344521267.05742020410.9283407021

    Friendly50.555281342554.664363277463.388450148156.2026982566.5534274451

    Young39.610069101752.381539980349.481737413647.15778216526.6953859559

    Fun50.44422507451.382033563761.031589338654.28594932545.8606838834

    Energetic73.519249753262.290227048469.373149062268.39420862135.6781582416

    Familiar48.025666337645.446692991150.814412635748.09559065482.684542904

    Masculine51.320335636747.741855873640.732971372246.59838762755.3855092833

    Dynamic69.039980256762.561697926967.324777887566.30881869043.3565108824

    Attractive66.781836130361.04392892475.197433366267.67439947357.1188428828

    Unique75.518262586466.041461006975.641658440372.40046067795.5074008612

    Sophisticated35.908193484744.656959526272.976307996151.180487002319.3759796244

    Peaceful42.37413622945.372655478859.415103652549.05396512019.0973992541

    Feminine24.839585389928.381046396839.560710760130.92711418237.6837314449

    z

    Reliable-0.934592989-0.11998704751.0545800365

    Intelligent-0.6631793441-0.48703409271.1502134368

    Friendly-0.861750124-0.23473747011.0964875941

    Young-1.12730066840.78020264250.347098026

    Fun-0.6555078431-0.49549093921.1509987823

    Energetic0.9025886412-1.07499321310.1724045719

    Familiar-0.0260470105-0.98672204481.0127690553

    Masculine0.87678764640.2123231409-1.0891107873

    Dynamic0.8136906633-1.11637378660.3026831233

    Attractive-0.1253803965-0.93139723111.0567776276

    Unique0.5661113086-1.1546280780.5885167694

    Sophisticated-0.7882075546-0.33668116931.1248887239

    Peaceful-0.7342569788-0.404655171.1389121487

    Feminine-0.7922620456-0.33135824741.123620293

    Reliable-0.88967528350.63048284490.516599591

    Intelligent-0.5922707073-0.10667930140.6170030524

    Friendly-0.81622733560.39184123150.5619003178

    Familiar0.3006076173-0.90794133340.4693636823

    Young-1.06064998182.3795720848-0.5388563811

    Fun-0.5829539455-0.12252293890.6177839222

    Energetic1.5378308231-1.0176209368-0.8640250648

    Masculine1.51161649931.3289466831-2.9434714696

    Dynamic1.4449913472-1.0656126331-0.6200597325

    Attractive0.151170163-0.83411046440.5190258847

    Unique1.1508436172-1.1080511149-0.1225392713

    Sophisticated-0.73724939510.18505790580.5914435475

    Peaceful-0.67630564670.05093922020.6056879505

    Feminine-0.74172777150.19569875270.590143971

    00-0

    111

    Reliable-0.8900.6300.517

    Intelligent-0.592-0.1070.617

    Friendly-0.8160.3920.562

    Familiar0.301-0.9080.469

    DynamicYoung-1.0612.380-0.539

    DynamicFun-0.583-0.1230.618

    PolishingEnergetic1.538-1.018-0.864

    PolishingMasculine1.5121.329-2.943

    PristineDynamic1.445-1.066-0.620

    PristineAttractive0.151-0.8340.519

    SmartUnique1.151-1.108-0.123

    SmartSophisticated-0.7370.1850.591

    WarmthPeaceful-0.6760.0510.606

    WarmthFeminine-0.7420.1960.590

    ExcitementFun32.258491537224.610403710387.4367814388

    ExcitementFree-spirited67.275.812.6

    +

    DynamicEnergetic/Powerful62.2902270484

    DynamicLively63.7

    ExcitementFun51.3820335637

    ExcitementFree-spirited43.4

    PolishingAttractive61.043928924

    PolishingUnique66.0414610069

    PristinePeaceful45.3726554788

    PristineFeminine28.3810463968

    SmartReliable45.8662388944

    SmartIntelligent61.7349457058

    WarmthFriendly54.6643632774

    WarmthFamiliar45.4466929911

    7104 ()

    111

    #REF!

    #REF!

    #REF!

    000

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    000

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    000

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    000

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    Consumer Analysis: , . .

    - FGI

    , .

    - Simon AnholtNot Unique ,

    *

    Consumer Analysis: Unfamiliar (Lack of Knowledge)

    *

    Consumer Analysis: = Upscale/modern amenities = Distinctive location/culture = Welcoming people = Affordable (Q6.0) Following are a number of statements that could describe the image of some countries. For each statement, please indicate whether you agree that statement describes the image of the following countries.

    *

    Consumer Analysis () : (unfamiliar) (not unique) ,

    ,

    , ,

    , /

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    Consumer Analysis () : , Familiar But Not Unique/ (FGI )

    *

    Consumer Analysis () : ( )N=1000 ReliableIntelligentSophisticatedYoungAttractiveFriendlyFunEnergeticMasculineFamiliarUniqueDynamicPeacefulFeminine

    Chart7

    12.561605578575.372062734367.7642672877

    12.452946206569.727485535373.7631174367

    22.697359107187.194213684534.9463593751

    23.59607062587.32553759133.6308541808

    13.897587567281.186746312957.9311755251

    12.44915840826769.8260350006

    68.64758076574.672388239512.5051096279

    78.73659115962.728827773413.0932355239

    67.422995090775.632469802512.5866016425

    12.5746220496567.5836129988

    75.662515327712.58963120467.3831645118

    13.812682304358.368405715680.9877919763

    12.414092261672.38497457471.233403913

    21.474687150936.909341403786.9560011989

    7104 ()

    +

    49.952.531.444.611.5052162083Reliable8.970.863.247.633333333333.7586038416

    42.343.235.340.34.3247350593Intelligent10.357.861.243.128.4564579665

    37.834.164.545.516.5868421748Friendly44.490.253.262.624.3039091506

    45.847.037.043.35.4601587279Young27.765.152.148.318.9873642194

    40.937.862.947.213.684662948Fun50.960.359.756.96666666675.2624455658

    43.443.940.342.51.9502136635Energetic62.76541.656.433333333312.8974157618

    63.761.877.167.58.3392645559Familiar56.693.662.570.919.8788832684

    50.550.351.950.90.8717797887Masculine64.55317.845.124.3316666096

    44.441.267.551.014.350029036Dynamic66.871.337.258.433333333318.5257478482

    46.545.156.749.46.331929669Attractive48.862.961.157.67.6739820172

    55.459.525.946.918.3303937037Unique67.445.664.559.166666666711.8382149555

    53.954.549.452.62.787471973Sophisticated10.855.378.148.066666666734.2281073583

    Peaceful22.458.357.646.120.5277860472

    Feminine12.124.664.633.766666666727.4241377865

    zz

    0.4610.687-1.147

    0.4700.678-1.148Reliable-1.14736182560.68624480960.461117016

    -0.462-0.6851.147Intelligent-1.15263818280.51657869780.636059485

    0.4640.684-1.148Friendly-0.74885072551.1356197815-0.386769056

    -0.460-0.6871.147Young-1.08493205070.8847989540.2001330967

    0.4440.701-1.145Fun-1.15282269260.63341906180.5194036307

    -0.460-0.6881.147Energetic0.48588545040.6642157487-1.1501011991

    -0.459-0.6881.147Familiar-0.71935630421.1419152522-0.4225589479

    -0.462-0.6851.148Masculine0.79731488650.3246797733-1.1219946598

    -0.463-0.6841.148Dynamic0.45162369340.6945288672-1.1461525606

    0.4620.686-1.147Attractive-1.14673190270.69064535050.4560865522

    0.4660.682-1.148Unique0.6954877373-1.14600610970.4505183724

    +Sophisticated-1.08877380440.21132729480.8774465096

    67.775.412.6Peaceful-1.15453268780.59431640470.5602162831

    68.175.112.5Feminine-0.7900582631-0.3342554191.1243136821

    32.224.787.4

    67.975.312.6

    32.324.687.4Reliable12.561605578575.372062734367.7642672877

    67.275.812.6Intelligent12.452946206569.727485535373.7631174367

    32.324.687.4Friendly22.697359107187.194213684534.9463593751

    32.324.687.4Familiar23.59607062587.32553759133.6308541808

    32.224.787.4Young13.897587567281.186746312957.9311755251

    32.224.787.4Fun12.44915840826769.8260350006

    67.875.412.6Energetic68.64758076574.672388239512.5051096279

    68.075.212.5Masculine78.73659115962.728827773413.0932355239

    Dynamic67.422995090775.632469802512.5866016425

    Attractive12.5746220496567.5836129988

    Unique75.662515327712.58963120467.3831645118

    Sophisticated13.812682304358.368405715680.9877919763

    Peaceful12.414092261672.38497457471.233403913

    Feminine21.474687150936.909341403786.9560011989

    +

    DynamicLively32.287553744524.588049071387.4347104439

    DynamicEnergetic32.258491537224.610403710387.4367814388

    PolishingAttractive32.258491537224.610403710387.4367814388

    PolishingUnique67.741508462875.389596289712.5632185612

    PristinePeaceful32.258491537224.610403710387.4367814388

    PristineFeminine67.741508462875.389596289712.5632185612

    SmartReliable32.258491537224.610403710387.4367814388

    SmartIntelligent67.741508462875.389596289712.5632185612

    WarmthFriendly32.258491537224.610403710387.4367814388

    WarmthFamiliar32.258491537224.610403710387.4367814388

    ExcitementFun32.258491537224.610403710387.4367814388

    ExcitementFree-spirited67.275.812.6

    +

    DynamicEnergetic/Powerful62.2902270484

    DynamicLively63.7

    ExcitementFun51.3820335637

    ExcitementFree-spirited43.4

    PolishingAttractive61.043928924

    PolishingUnique66.0414610069

    PristinePeaceful45.3726554788

    PristineFeminine28.3810463968

    SmartReliable45.8662388944

    SmartIntelligent61.7349457058

    WarmthFriendly54.6643632774

    WarmthFamiliar45.4466929911

    7104 ()

    +

    *

    Consumer Analysis () : Perceptual Map* ( ) , U.S.KoreaJapanHongKongFranceChina

    *

    Consumer Analysis () :

    , , , , ,

    ,

    Intrabound

    : benefit :

    *

    * (2006, 16 ) ** outbound (2002, UNWTO) *** : (2005, ) *** Inbound Inbound needs 0102030405060702468101214

    *

    : Friends & Neighborhoods(33.8 %) *, , (Variety Seeking) 2~30 , Main TargetDiscovery Seekers(24.0 %) , , 2~40 , , Sub Target ACasual Visitors(21.4 %) , , , Sub Target BBystanders(20.9 %) , , 4~50 , Its enjoyable place!Once in a life timeDiscover new thingsNot bad but not goodBrand LoyaltyInterestStimulationBrand NewnessTourism Benefit

    *

    / needs 2~30 40 , , Main Target , 3~40 , Sub Target A , 4~50 , Sub Target B 50 , (44.4 %) (21.1 %) (24.3 %) (10.2 %)

    *

    Brand Identity (, , ) Core Identity

    *

    Brand Essence Emotional Dynamism , IMC * BI , IMC(Intergrated Marketing Communication) .

    *

    : Extended Identities-

    Stylish

    As a Friend

    Brand PersonalityBrand Relationship Trend lead ,Tone & Manner*

    *

    : Value PropositionsFunctional BenefitEmotional BenefitCompetitive BenefitClean nature and rich cultureRestore your inner emotionSafe, bona-fide cultural experience Pristine nature & rich culture : 5,000 years of history, variety of popular culture, dynamic sports activities, clean and graceful figure of natureFriendly serviceAffordableUrban context :modern, glamorous, sophisticated metropolitan experiencesUrban Lifestyle : The thrill of an entirely new Asian experience. Sport, fitness, or leisure in a pristine environmentRestore your inner emotion : renews your inner vigour; puts the fizz back into your lifeAuthentic experience (high quality culture)Reassurance :The authentic heritage of China in miniature combined with the reassurance, service of Japan. Modernity :More stylish than China, more rich culture than JapanI can experience clean nature and rich culture in KoreaIt will restore my inner emotion and make me feel truly aliveKorea offers an authentic Asian cultural experience in comfort and safety

    *

    Core IdentitiesExtended IdentitiesSpirit of People :Spirit of Place :Spirit of Culture :Creative/LeadingSmart/PassionateLively/PristineEmotionalDynamismBrand EssenceBrand Personality :StylishBrand Relationship :As a friendBrand visuals* Functional BenefitEmotional BenefitPristine natureFriendly serviceAffordableModern & SafetyExciting experience in urban lifestyleRestore your inner emotionAuthentic experience (high quality culture)Competitive BenefitThe authentic heritage of China in miniature combined with the reassurance, service of Japan. More stylish than China, more rich culture than JapanExecutionImplementation & CommunicationBrand slogan*