WINNERS GALLERY

Buyeo-gun’s Goodtrae is the only local government in the country to have won the award 15 times in a row.

The evaluation analyzed a comprehensive set of metrics, including brand awareness, representation, satisfaction, loyalty, and global competitiveness, based on a sample of 3,000 people, to produce the National Brand Competitiveness Index (NCI). Goodtrae received consistently high ratings across all categories, with its outstanding performance in brand power standing out as the top score. This solidifies its position as Korea’s leading co-brand.

Goodtrae, born in 2003 with the collective aspirations of the county’s residents, has grown into a thriving entity, driven by the value of offering high-quality products in a pleasant setting.

In Buyeo-gun, only agricultural businesses that meet strict criteria, including farming experience, in-house quality control, production facilities, distribution status, and international reputation, are granted permission to use the brand every two years. To date, a total of 755 organizations have been granted permission to use Goodtrae, working together to build brand value. Buyeo-gun has boosted its brand recognition and market competitiveness through a range of aggressive branding strategies, including the installation of electronic billboards at baseball stadiums and in the city center, as well as expanded social media promotions.

To achieve sustainable growth through change, the company is making a concerted effort to revamp its brand image, including strengthening the criteria for brand usage approval through ordinance revisions, revamping packaging box designs, developing mixed holiday packages, and creating brand characters.

Hong Eun-ah, the deputy governor of Buyeo County, said, “Goodtrae’s 15th consecutive win is a testament to the tireless efforts of Buyeo County’s farmers and the unwavering support of our citizens.” She added, “We will continue to uphold our reputation as a leading brand in Korea by maintaining the highest quality standards and developing a diverse brand strategy that showcases our unique strengths.”