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2010 National Brand Awards in Korea

The ‘2010 NBA’ (National Brand Awards) is the event at which are selected the best brands of companies and local governments in Korea based on various data such brand awareness, image, preference, satisfaction etc. The agriproducts of local governments are given special prominence at the event.

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The G mark of Gyeonggi-do (NBA Top No.1 among the Brands of Provinces in Korea)
G mark is the certificate of the governor of Gyeonggi-do as the official guarantee for agriproducts produced in the province. The government of Gyeonggi-do has been granting such certification since 2000. Agriproducts with triple G mark certification mean that the ‘G’overnor guarantees ‘G’ood (high-quality) and ‘G’reen (eco-friendly) agriproducts.

G mark is also well known for being the methodical system for the QC (Quality Control) of local agriproducts in Korea. Agriproducts certified as G mark are forecast to break the record of the sales of - yes - ‘one trillion’ this year.

The government of Gyeonggi-do plans to expand the number of schools supplied with agriproducts with G mark certification from 250 this year to 300 next year and to increase this even further to 500 schools in 2011. Moreover, the government also plans to establish an eco-friendly agriproducts distribution center for providing meals and for supplying actively agriproducts certified as G mark.

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Muan Onion (NBA Top No.1 among the Brands of Onion)
Muan has just the right weather and soil conditions for onion cultivation. Facing the coastline of the west sea, even the winter weather in Muan is mild and so good for growing onions. In addition, the weather is cool when onions begin to gestate so the fiery bulb grown in the area becomes harder and crisper and has a more succulent taste.

The flavor of the onions is hugely affected by the soil in which the vegetable grows. Muan is a hilly area covered with reddish-yellow soil that when analyzed is shown to contain calcium, iron, natrium, potassium, and magnesium - all of which together determine the flavor and quality of the onions.

Furthermore, as Muan is the major onion-producing area in Korea onion producers’ groups are solidly organized there using, as they do, many low-temperature storehouses that boast state-of-the-art facilities. The production and marketing of Muan onions is without doubt highly organized.

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Jeju Green Tea (NBA Top No.1 among the Brands of Green Tea)
Clean Jeju green tea is implementing a differentiated strategy as compared to other green teas based on ideal climate and cultivation conditions and the image of clean Jeju. Especially, there is a feature that the harvest period of Jeju green tea is faster than any other green tea.

The average temperature for the year in Jeju at 16.2℃ is higher compared to other areas that cultivate of green tea such as Boseong-gun in Jeollanam-do (12.8℃), and Hadong-gun in Gyeongsangnam-do (14℃).

And the annual average precipitation of Jeju is 1,851 millimeters. This means that Jeju green tea can be rapidly harvested and to take the initiative in leading in domestic sales.  

According to an officer of the Jeju Special Self-Governing Province (JSGP), it established a group of 24 experts - the Jeju Green tea Industry Development & Research Association (JGIDRA) - that is implementing various projects such as creating a competitive green tea farm and promoting high-quality luxury brand of the Jeju green tea.

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Yeonggwang Dried Yellow Corvina (NBA Top No.1 among the Brands of Marine Products)
Yeonggwang dried yellow corvina is a byname for dried yellow corvina produced in Korea. But, that’s to say, it is damaged by fakes - the penalty for its popularity. Faced with this situation the Yeonggwang Bepseongpo Dried Yellow Corvina Association (YCA) has put in a great deal of effort to minimize the damage and recover the credibility of its product. Towards this end, the YCA has recently developed its own original dried yellow corvina certification system to clearly distinguish between original and fakes - this is the solid tag system which is impossible to copy. Consumers can confirm the tag of the original through the tag-reader machine in big marts, a program accessible via mobile phone or read tag via an internet shopping mall or homepage.

The YCA has also made a specific package for Yeonggwang dried yellow corvina. When unpacking the cover of the package a voice confirming the original Yeonggwang dried yellow corvina emanates from the package.

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Gyeonggi Cyber Market (NBA Top No.1 among Internet Shopping Malls)
There are up to 4500 items from 340 farms in Gyeonggi-do sold through the Gyeonggi Cyber Market (http:www. kgfarm.co.kr). The total sales for the website for last year amounted to 10.9b won and the amount has been increasing by 1b won every year since 2001.

Connecting directly between farmers and customers is the key to the success of the online business. And the fact that items are chosen by the government is a plus in terms of the trustworthiness of the productgs for sale. Moreover, they are 5~10% cheaper than the normal price, are easy to access, and are delivered within three days.

Gyeonggi-do office has been working to create a unique brand concept focusing all at once on the customers, increasing the quality, packaging and taste, gaining a good reputation from customers, and improving the credibility of the online business.

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Jeju Massim (NBA Top No.1 among the Brands of Small and Medium Enterprises Union)
Jeju Massim is the co-brand created by Jeju-do Office to solve the problems of the poor marketing of medium-and-small sized Jeju companies whether they produce excellent products such as agriproducts, livestock products, craft, or teas.

As the products are strictly controlled and chosen, so the amount of sales has been increasing. The image (mark) of Jeju Massim is Harubang - the sculpture of an old man made of basalt stone, a symbol of Jeju to provide the image of kindness - a grandfather’s smile. All the products attach the mark confirming that they are made of ingredients from Jeju; and to increase their quality the Jeju office keeps supporting the companies in improving environments, testing quality, and promotions.

There are three Jeju Massim markets in Seoul located at Seocho-gu, Seoul station, and Pongmul market, and there are two more shops located at Lotte supper Gongduk branch and Seocho branch.

The website for on-line shopping is http:www. mall.ejeju.net

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The capital of Korean Moral Culture, Andong-si (NBA Top No.1 among the Brands of Traditional Korean Culture)
Andong-si is the repository of the cultural heritage of various periods of Korean history so much so that it is said to be at the epicenter of Korean moral culture. Andong-si preserves the cultural heritages of Korea’s various religions: shamanism, Buddhism, Confucianism, and Christianity, and modern faiths. Andong is a representative traditional culture city because it is proud to have 293 cultural assets, and there is a ‘Andonghak (the only regional study in Korea) in the city.
Andong-si is called ‘the capital of Korean moral culture’ because the bright future of Korea can be symbolically unfolded by the whole nation sharing the moral culture and values of Andong. Acknowledged as the repository of essential Korean cultural and moral values, Andong-si joined the World Historical Cities Association (WHCA) in 2004; and the city attained international recognition as a UNESCO World Cultural Heritage Cities in Korea in 2006.     

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The Beautiful Change, Yangju-si (NBA Top No.1 among the Brand Slogans of Local Governments)
Yangju-si was raised to the status of a city in 2000 and since then the CI (City Identity) of Yangju-si has been improving the competitiveness image of the city. But Yangju-si needed to promote a positive image of the city using innovative self-change and so it developed the brand slogan ‘The beautiful change, Yangju.’ The slogan means Yangju-si is the representative city that brings the images of business, education, and art together.
Yangju-si expresses its identity through analyzing completely external and internal influences as the result of which the unique city brand of Yangju-si and character were created. In consequence Yangju-si received the highest praise in the category of the value of city brand at the 2010 NBA awards.

In this connection it should be noted that domestic and overseas consumers evaluated the competitiveness of city brands at first hand based on various assessments such as brand awareness, city image, preference, and global competitiveness. As the result of a variety of evaluations Yangju-si was awarded first prize in the city brand category at the ‘2010 NBA Brand Awards’.

Park Sung Eun  parkse@agrinet.co.kr

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