InterbrandBrand LetterInterbrand Brand Letter

VOL.21 March 2012

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Brand Proposition

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Editor's Letter

4Brand ReportDraw end lines to deliver your brand efficiently

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Brand Insight

Interview

It's New

Worldwide Brand Hot News. .

KT LTE Warp McDonald'sBayerIgloo

Brand ReportInterbrand Brand Letter VOL.213

Contents

Lin-possible, Lin-spired and Linsanity!

, The Bank

Brand ReportInterbrand

Interbrand Brand Letter VOL.214

Brand ReportInterbrand Brand Letter VOL.21

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Draw end lines to deliver your brand efficiently

By Paola Norambuena / Interbrand North America, Executive Director Charles Pringle / Interbrand North America, Writer Jeehye Yeum / Interbrand Korea, Consultant

Brand ReportInterbrand Brand Letter VOL.21

AA The 4th emergency

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Inspire creativity, passion, optimism and fun .

Open Happiness

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(External)

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Brand ReportInterbrand Brand Letter VOL.21

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Superior standards tailored for you . Superior Standards

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(Boundary)

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Brand ReportInterbrand Brand Letter VOL.218

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Brand ReportInterbrand Brand Letter VOL.21

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. (: www.nike.com)

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Brand ReportInterbrand Brand Letter VOL.2110

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Clarity Personality

A balancing act

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A good proposition balances perfectly the need for clarity with the desire for personality.

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Brand Insight Interbrand

Interbrand Brand Letter VOL.2111

Brand InsightInterbrand Brand Letter VOL.2112

(Real Steel)

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By Alex Han / Interbrand Korea, Senior Consultant

Brand InsightInterbrand Brand Letter VOL.2113

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People's Champion.

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(Brand Positioning)

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(Brand Personality) .

(Brand Proposition)

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( : realsteel.kr)

Brand InsightInterbrand Brand Letter VOL.2114

( 'Brand Definition' )

BRAND PROPOSITION

BRANDPROPOSITIONING

PERSONALITY

Target AudienceBrand OwnerPerspective

DRIVERSVALUES

2011 100 (Best Global Brands 100) 6

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(Key Driver) .

Simple. Easy. Enjoyment

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. Im lovin' it

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Simple. Easy. Enjoyment.

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( : www.mcdonalds.com)

Brand InsightInterbrand Brand Letter VOL.211

BMW (Mini)

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BMW

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but glamorous fashion accessory ,

BMW

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BMW ( : BMW MINI www.mini.co.kr)

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Brand InsightInterbrand Brand Letter VOL.211

(Edward Sapir)

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(Possible Worldwide)

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STP(Segmentation-Targeting-Positioning)

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STP

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Brand InsightInterbrand Brand Letter VOL.211

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Brand InsightInterbrand Brand Letter VOL.2118

2012 10

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Interview

Interbrand Brand Letter VOL.211

InterviewInterbrand Brand Letter VOL.2120

100 , 1 3~400

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(Rice)

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by Yejin Ahn / Interbrand Korea, Senior Consultant

InterviewInterbrand Brand Letter VOL.2121

2001 9 . , , ,

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InterviewInterbrand Brand Letter VOL.2122

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CEO

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InterviewInterbrand Brand Letter VOL.2123

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InterviewInterbrand Brand Letter VOL.2124

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InterviewInterbrand Brand Letter VOL.212

TV . ! !

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InterviewInterbrand Brand Letter VOL.212

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It's NewInterbrand

Interbrand Brand Letter VOL.212

It's NewInterbrand Brand Letter VOL.2128

KT LTE Warp KT LTE

Warp

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Warp KT LTE

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LTE

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SF

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KT

Warp

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BI

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KT

Red Yellow

Warp .

It's NewInterbrand Brand Letter VOL.212

McDonald's Best Global Brands 100

( 100 ) 12 10

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Brand Engagement

Showtime .

Dedicated to Enjoyment(, )

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(Ray Kroc)

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Cirque du Soleil( )

4,000 .

It's NewInterbrand Brand Letter VOL.2130

Bayer .

CEO Value-based Management

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Marken Award

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It's NewInterbrand Brand Letter VOL.2131

Igloo Sky TV

TVNZ .

The Living Room ,

(Igloo) Pre-pay

TV*

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Take Life Inside

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(Tone of voice) Inglish

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Double O(oo)

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2011 12

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*Pre-pay TV : TV

Igloo PLAY

Interbrand Brand Letter VOL.2132

WorldwideBrand Hot News ,

Worldwide Brand Hot NewsInterbrand Brand Letter VOL.2133

NBA (Jeremy Lin) .

2 6 26 ,

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Impossible Lin-possible, (Inspired) Lin-spired

Insanity Lin Linsanity .

Linsanity()

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. 2010

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Ben & Jerrys , Taste the Lin-Sanity

. Ben & Jerrys

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Linsanity Ben&Jerry's Taste the Lin-Sanity(: Brand Channel www.brandchannel.com)

Lin-possible, Lin-spired and Linsanity!

Worldwide Brand Hot NewsInterbrand Brand Letter VOL.2134

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(Lagunitas)

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: Brown Shugga .

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.(we suck) .

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* (Ale):

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(: Mashable mashable.com)

2 (: Mashable mashable.com)

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Worldwide Brand Hot NewsInterbrand Brand Letter VOL.213

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3.5

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Ecologic

. Ecologic Chevy

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Ford

EcoBoost

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1 Ecologic

2 Ecologic

(: Chevrolet www.chebrolet.com)

1

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Worldwide Brand Hot NewsInterbrand Brand Letter VOL.213

. Rembrandtplein

Starbucks-The Bank (slow) , (Hyper-local)

, . The Bank

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(Liz Muller) . .

(Kuma Kengo)

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, The Bank

'The Bank' (: Contemporist www.contemporist.com)

Interbrand Brand Letter . , .

02. 1. 10brandletter@interbrand.co.krth Fl. Intellex Bldg. 21 Nonhyeon-dongGangnam-gu Seoul 13-832 Korea

Copyright 2012 by Interbrand KoreaInterbrand Brand Letter is Published by Interbrand