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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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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

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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

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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!

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Consumer Analysis: , . .

- FGI

, .

- Simon AnholtNot Unique ,

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Consumer Analysis: Unfamiliar (Lack of Knowledge)

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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.

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

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, ,

, /

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

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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 ()

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

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Consumer Analysis () :

, , , , ,

,

Intrabound

: benefit :

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

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: 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

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/ 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 %)

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Brand Identity (, , ) Core Identity

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

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: Extended Identities-

Stylish

As a Friend

Brand PersonalityBrand Relationship Trend lead ,Tone & Manner*

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: 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

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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*