2024年韩国150强品牌_40页_10mb

South Korea Brand Value Report Summary (2024)

Core Content

This report presents the 2024 Annual Report on the Most Valuable and Strongest South Korean Brands, conducted by Brand Finance, a leading brand valuation consultancy. The report evaluates over 6,000 brands across 41 countries and 31 sectors, with a focus on South Korea. It includes over 150,000 respondents in its research, providing insights into brand awareness, reputation, and financial performance. The report highlights the top 150 most valuable brands, with Samsung leading in brand value and Naver as the strongest brand.

Main Points

Brand Finance Overview

• Founded in 1996, Brand Finance bridges the gap between marketing and finance.
• Provides over 100 reports annually, assessing the financial value of brands across sectors and countries.
• Offers technical credibility, with methodologies approved by Austrian Standards and recognized by the Marketing Accountability Standards Board.
• Services include brand valuation, equity research, and strategic insights for marketing and finance teams.

Key Trends in South Korea's Brand Landscape

• Retail has seen significant growth, with online platforms driving a 5.5% contribution to the total brand value of the South Korea 150 ranking.
• Coupang leads in the retail sector with a 12% increase in brand value to USD7.2 billion, while Naver remains the strongest brand despite a 27% decrease in brand value to USD3.3 billion.
• Cantata, a premium canned coffee brand, has experienced a 91% increase in brand value to USD869 million, becoming one of the fastest-growing brands in South Korea.
• Samsung retains its position as the most valuable brand with a USD82.2 billion valuation, and it also leads in Sustainability Perceptions Value at USD6.7 billion, with the highest positive gap value of USD203 million.

Sector Analysis Highlights

Banking

• The banking sector is the 3rd largest contributor to South Korea's brand value, with USD26.7 billion in total.
• KB Financial Group saw a 17% increase in brand value to USD5.4 billion, driven by strong financial performance and high brand scores.
• Woori Bank had a 44% increase in brand value to USD3.1 billion, attributed to its international expansion and strong ESG performance.
• NH Bank made the most significant gains, increasing its brand value by 77% to USD2.4 billion, due to innovative partnerships and digital investment strategies.

Logistics

• The logistics sector is a critical part of South Korea's economy, with brands investing in technology and global expansion.
• CJ Logistics implemented South Korea's first private 5G network, improving operational efficiency by 20%.
• Hyundai Glovis expanded its ocean shipping operations and acquired a U.S. used car auction company, enhancing its global reach.
• HMM and SK Shipping are new entrants to the rankings, with HMM at USD398.9 million and SK Shipping at USD216.2 million, showing strong potential.

Soft Drinks

• The soft drinks sector experienced the highest year-on-year growth in brand value.
• Cantata (USD869 million) and Angel-in-us Coffee (USD257 million) are the key players, with Cantata showing a 91% increase in brand value.
• The growth is driven by consumer demand for premium and healthy beverages, along with innovative product launches and marketing strategies.

Automobile & Auto Components

• The automobile sector has shown resilience and growth, especially in electric vehicle (EV) technology.
• Hyundai (USD22.9 billion) and Kia (USD9 billion) are the top two brands, with Hyundai seeing a 45% increase in brand value.
• Hyundai Mobis (USD5.5 billion) climbed significantly, driven by its expansion into Europe and strategic partnerships, including a USD1.09 billion contract with Volkswagen.
• Other key players include Hanon Systems and Hyundai WIA, which also reported substantial growth in brand value and sector performance.

Methodology & Insights

• Brand value is determined by combining brand perception data with financial analysis.
• The Brand Strength Index (BSI) is used to measure brand strength, with Naver scoring 90.67 out of 100 as the strongest brand.
• Sustainability Perceptions Value and gap value are calculated using Brand Finance’s Global Brand Equity Monitor (GBEM) and CSRHub’s ESG data.
• These metrics help brands understand the financial impact of their sustainability efforts and identify areas for improvement.

Key Information

• Samsung is the most valuable brand in South Korea with USD82.2 billion.
• Naver is the strongest brand with a BSI of 90.67.
• Coupang is the 6th most valuable brand with a 12% increase.
• Cantata is the fastest-growing brand, with a 91% increase in brand value.
• Hyundai Mobis climbed 11 places, becoming the 8th most valuable brand.
• NH Bank had the highest brand value increase among top five brands, with a 77% increase.
• HMM and SK Shipping are new entrants to the rankings, indicating growing interest in the logistics sector.

Strategic Recommendations

• Leverage digital innovation to maintain and enhance brand value, especially in retail and banking.
• Focus on sustainability to align with global trends and improve brand equity.
• Strengthen customer loyalty through innovative marketing and product development.
• Benchmark against industry leaders to identify opportunities for growth and competitive advantage.