Changing the impression in the consumers' mind of a brand's total personality requires great planning and patience. If anyone must bite the bullet and walk through this slow progress, it should be KOTRA, the Korea Trade-Investment Promotion Agency that will bring synergy effects to any program. Without trust between the two, trade never could be promoted. This is where the establishment of a new office, Global Business Support Department and Brand Promotion Team comes from.
According to the statistics of the past, 99 percent of 150 foreign buyers KOTRA surveyed favored the use of KOTRA guarantee brand. Based on the survey results, KOTRA Seal of Excellence was given a birth. The seal symbolizes Quality, High-technology, and Trustworthiness.
Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumers' direct experience. Here, the role of Global Business Support Department and Brand Promotion Team is significant. Director General, Kim Sang-mook is in charge of both national brand promotion and company brand promotion. "Strong national brand means everything to the companies in terms of exporting. Not only we promote Korean advanced technology and products, we also have campaigns to promote friendly Korea and cultural Korea," he stated.
With undying efforts from KOTRA, the image of Korea is rapidly transitioning from old China to an IT powerhouse. With the note that brand image of Korea is a blooming garden, Mr. Kim Sang-mook's team took a step further and opened a social media channel, Advanced Technology Korea (http://www.advancedtechnologykorea.com). The site is also syndicated to Twitter and Facebook. The team is also going on a road show twice a year under a theme Advanced Technology and Design Korea.
KOTRA originally planned to increase the number of Korean companies on the guarantee brand program to 500 by 2011, but the goal is expected to be outnumbered this year. The companies that received the seal are 416 so far, and their export rate has increased by 20 percent since then. Overall, the Korean exporting rate has increased by 28 percent.
With the export promotion agency's support to use its exhibition facilities, logistics centers, and liaison offices overseas, many companies have launched offices overseas. Here lies the great chance for them to represent Korea and strengthen the national image. "We are selecting a few of those who launched an office in Vietnam this year. They have truly represented their country well and are setting a good example as Koreans," added Mr. Kim.
The job of Brand Promotion Team is endless. KOTRA also performs brand consulting through Brand Identification System. The index service includes the establishment of BIS, content development, and foreign marketing. Eight companies passed the evaluation this year to be supported fully in the foreign market.
As a National Brand Management Headquarters, brand promotion team met its first goal to draw a national brand map. This detailed market report of Korea's overseas business is expected to encourage local exporters to bring up the national values and brand image through outstanding products and technology.
A country's image is not built overnight, and so it goes for the companies within. The long and winding road has hidden leaders like the ones at KOTRA. We follow and collaborate to complete it together.
