RULES-NCI
NCI
National Brand Competitiveness Index
After the direct evaluation by consumers usingthrough the systematic questionnaires on brand awareness, representativeness(identity), satisfaction, loyalty, and global competitiveness formed through the marketing activities by business
entities, the National Brand Competitiveness Index is quantified bythrough the correlation analysis per unique item offor the New York Festivals – Korea National Brand Awards (NYF K-NBA)
The NCI(National Brand Competitiveness Index) has been proposing innovative concepts to business entities in industries and place since its first survey, conducted in 2010. The NCI is widely applied for marketing activities as a diagnostic model evaluating confidence building, growth/development of enterprises, specialized goods development of place, and the competitiveness of profit models. Moreover, the NCI is also effective for building a digital business environment based on data and providing data required by business entities in specific industries and place to improve user-oriented convenience.
Survey Design
NCI Measurement
Model
The NCI measurement model calculates the brand competitiveness index by identifying the image power, quality power, loyalty power, and global power of brands through the consumer surveys on the brands in the industries and place, and applying the weighted factors of relation building. Calculated as specified above, the NCI supports the strategic brand management by identifying the brand competitiveness and enablinges to benchmarking in the same industriesy and of competitors’ products using the standard measurement tools.
The NCI is the leading indicator for the future advancement of industries and place businesses. The NCI indicates the degree of customers’ satisfaction on services per industry and place. The NCI enables to the implementation of customeroriented business activities by solving problems, as well as the suggesting marketing strategies for future qualitative growth through the by reviewing the on consumers’ thinking and attitudes ontoward each brand on the basis of the customers’ survey results.
Markets are changing in directions we could have never foreseen more rapidly than ever. In this moment, we need flexibility for preemptive actions while attempting to forecast what will happen in the future. Consumption patterns need to be analyzed in accordance with consumers’ confidence. Next, the development of products and services produced based on the analysis of consumption patterns shall be technically investigated. For maximizing the effects of the analysis, it is necessary to enhance and elaborate upon the application of marketing reflecting consumers wants and needs.
The NCI Survey is conducted in all kinds of industries and Place, and is the representative brand competitiveness survey in Korea
The strategic direction of the NCI is ‘Future Confidence’. The right judgment and selection is essential to confidently cope with an uncertain future. The NCI measurement model pursues innovative success in fierce global markets by combining insight on brands with the state-of-art methodologies, mitigating difficulties in the decision-making processes and the judgment by management, and futhermore, creating new values.