{"id":2908,"date":"2023-04-12T13:59:52","date_gmt":"2023-04-12T04:59:52","guid":{"rendered":"https:\/\/nyfknba.com\/kr\/?p=2908"},"modified":"2025-04-15T14:54:26","modified_gmt":"2025-04-15T05:54:26","slug":"contribution-brands-move-the-world","status":"publish","type":"post","link":"https:\/\/nyfknba.com\/kr\/contribution-brands-move-the-world\/","title":{"rendered":"Contribution \u2013 Brands move the world."},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-guf-54f753eb25df9d271788f49af15cac08 main_color avia-section-default avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-2908'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-2nuv-f1abcec70859a272c3dedef2b1e0fca9 av_one_full  avia-builder-el-1  el_before_av_two_third  avia-builder-el-first  first flex_column_div  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-l1odwf0o-84733307e93de83c88822b17fd1ab6bc\">\n#top .av-special-heading.av-l1odwf0o-84733307e93de83c88822b17fd1ab6bc{\nmargin:50px 0 0 0;\npadding-bottom:20px;\n}\nbody .av-special-heading.av-l1odwf0o-84733307e93de83c88822b17fd1ab6bc .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n#top #wrap_all .av-special-heading.av-l1odwf0o-84733307e93de83c88822b17fd1ab6bc .av-special-heading-tag{\npadding:0 0 20px 0;\n}\n.av-special-heading.av-l1odwf0o-84733307e93de83c88822b17fd1ab6bc .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-l1odwf0o-84733307e93de83c88822b17fd1ab6bc av-special-heading-h1 blockquote modern-quote  avia-builder-el-2  avia-builder-el-no-sibling '><h1 class='av-special-heading-tag '  itemprop=\"headline\"  >NEWS<\/h1><div class='av-subheading av-subheading_below'><p><i class=\"fa-solid fa-circle-arrow-left\"><\/i><input class=\"back_bt_new\" type=\"button\" value=\" Back to Search\" \/><\/p>\n<\/div><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><\/div><div  class='flex_column av-2ewn-73c441e53b657a6eaadb486b1a9551fb av_two_third  avia-builder-el-3  el_after_av_one_full  el_before_av_one_third  first flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-l1od04bd-b3a591c03e17f8911a3a5a905452aee7\">\n#top .av-special-heading.av-l1od04bd-b3a591c03e17f8911a3a5a905452aee7{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-l1od04bd-b3a591c03e17f8911a3a5a905452aee7 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-l1od04bd-b3a591c03e17f8911a3a5a905452aee7 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-l1od04bd-b3a591c03e17f8911a3a5a905452aee7 av-special-heading-h2 blockquote modern-quote  avia-builder-el-4  el_before_av_post_metadata  avia-builder-el-first  new_title_h2'><div class='av-subheading av-subheading_above'><p>GLOBAL AWARDS<\/p>\n<\/div><h2 class='av-special-heading-tag '  itemprop=\"headline\"  >Contribution \u2013 Brands move the world. <\/h2><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<div  class='av-post-metadata-container av-9ilx-c295eb89e94e104a9cc2fb2a9e9635f5 av-metadata-container-align-left  avia-builder-el-5  el_after_av_heading  el_before_av_hr  av-metadata-container-1'><div class='av-post-metadata-container-inner'><span class=\"av-post-metadata-content av-post-metadata-meta-content\"><span class=\"av-post-metadata-content av-post-metadata-author\"  itemprop=\"author\" ><span class=\"av-metadata-before av-metadata-before-author\">by<\/span><span class=\"av-post-metadata-author-link\" ><a href=\"https:\/\/nyfknba.com\/kr\/author\/nba_admin\/\"  rel=\"author\">nyfknba<\/a><\/span><\/span><span class=\"av-post-metadata-content av-post-metadata-separator\">\/<\/span><span class=\"av-post-metadata-content av-post-metadata-modified\"><span class=\"av-post-metadata-modified-date\" >April 15, 2025<\/span><\/span><span class=\"av-post-metadata-content av-post-metadata-separator\">\/<\/span><span class=\"av-post-metadata-content av-post-metadata-category\"><span class=\"av-metadata-before av-metadata-before-categories\">in<\/span><span class=\"av-post-metadata-category-link\" ><a href=\"https:\/\/nyfknba.com\/kr\/category\/news\/\" >News<\/a><\/span><\/span><\/span><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-l4cg36wi-854aeb073514a9c15b35d0cdc266dce2\">\n#top .hr.hr-invisible.av-l4cg36wi-854aeb073514a9c15b35d0cdc266dce2{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-l4cg36wi-854aeb073514a9c15b35d0cdc266dce2 hr-invisible  avia-builder-el-6  el_after_av_post_metadata  el_before_av_heading '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lgd2tesz-91ff3397290b914ca425c2fb40bcdcc7\">\n#top .av-special-heading.av-lgd2tesz-91ff3397290b914ca425c2fb40bcdcc7{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-lgd2tesz-91ff3397290b914ca425c2fb40bcdcc7 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-lgd2tesz-91ff3397290b914ca425c2fb40bcdcc7 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-lgd2tesz-91ff3397290b914ca425c2fb40bcdcc7 av-special-heading-h3 blockquote modern-quote modern-centered  avia-builder-el-7  el_after_av_hr  el_before_av_team_member  main_speech_title_style'><div class='av-subheading av-subheading_above'><p>Contribution<\/p>\n<\/div><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >Brands Move the World<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='avia-team-member av-lgd2r3iu-b60b5bec67b9a967574865dffd1aa120  avia-builder-el-8  el_after_av_heading  el_before_av_textblock  member_img_box_style'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-2910 avia-img-lazy-loading-not-2910 avia_image avia_image_team' src=\"https:\/\/nyfknba.com\/kr\/wp-content\/uploads\/sites\/2\/2023\/04\/eunki_park_img.jpg\" alt='Eunkey Yoon'  itemprop=\"image\"   height=\"500\" width=\"400\" srcset=\"https:\/\/nyfknba.com\/kr\/wp-content\/uploads\/sites\/2\/2023\/04\/eunki_park_img.jpg 400w, https:\/\/nyfknba.com\/kr\/wp-content\/uploads\/sites\/2\/2023\/04\/eunki_park_img-240x300.jpg 240w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/div><h3 class='team-member-name '  itemprop=\"name\" >Eunkey Yoon<\/h3><div class='team-member-job-title '  itemprop=\"jobTitle\" >Doctor of Business Administration<\/div><div class='team-member-description '  itemprop=\"description\" ><p>President of the Korea Collaboration Association<br \/>\nFormer Director of the National HRD Institute<br \/>\nFormer member of the Presidential Council on Nation Branding<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >NYF K-NBA\/kr<\/span><\/section><br \/>\n<section  class='av_textblock_section av-l1ocxg99-1fc4d0eab0025c2588061b934a0c95ce '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>When a business person recently met a foreign buyer during a business trip, what the buyer asked him first was whether he could get BTS concert tickets. The buyer said his daughter was very anxious because she is an Army (BTS fanbase), but she can\u2019t get concert tickets. If the business person could get BTS concert tickets, the buyer said he could focus on favorable results for the business. Even during a senior officials meeting between Korea and the USA, a minister was surprised because a high-ranking official of the USA started a conversation by mentioning BTS rather than policies. It\u2019s a dreamlike happening for the older generation who spent ther school days singing the songs of Beetles or Chanson.<\/p>\n<p>BTS emerged as global pop icons in the 21st century, just in 10 years since their debut in 2013. Hyundai Research Institute published a report stating that BTS generated economic profits of 5 Billion USD (about 5 Trillion 700 Billion KRW) every year as of 2021. The driving force of the Korean wave spreading all over the world was BTS. Those who are attracted by BTS learn Korean, eat Korean food, and visit Korea beyond just purchasing Korean goods. The stronger the brand power of BTS becomes, the higher the national brand value of Korea becomes, as well as city brands, including Seoul and Busan.<\/p>\n<p>The reason why consumers indulge in brands is because they feel a strong attraction. Brand loyalty varies depending on the degree of attraction. Larry Light classified brand loyalty into 4 stages and defined it as a loyalty ladder. The first stage is the category shopper. The category shopper consumes regardless of brand. The second stage is the short list buyer.<\/p>\n<p>The short list buyer selects several brands and consumes one of them. The third sage is brand preference. Brand preference shoppers consumes good from their preferred brands, if the price is the same. Brand enthusiasts love and purchase a specific brand, regardless of the price. Consumer loyalty is strongest when it is at the top of the ladder. Brands with more consumers having higher consumer loyalty mean a more valuable brands. BTS is enjoying the highest brand power because customers with higher consumer loyalty are spread all over the world.<\/p>\n<p>Both cities and nations are facing the brand competition era. Seoul Metropolitan City started a slogan innovation campaign for enhancing its brand values. Seoul Metropolitan City held preference voting on four new slogans selected by collecting experts\u2019 opinions with citizen votes from December 28, 2022 through January 31, 2023: \u2460Seoul for you \u2461Amazing Seoul \u2462Seoul, my soul, and \u2463Make it happen, Seoul.<\/p>\n<p>Of the four slogans, No. 1 and No. 2 were selected in the preliminary voting. In the final preference survey to select the slogan, \u2018Seoul, My Soul\u2019 ranked top. The Seoul Metropolitan Government said the final brand would be announced soon, after design work. The goal of the municipal administration promised by Seoul Mayor was the \u2018Attraction of Accompaniment\u2019. The Seoul Mayor aims to realize co-prosperity, as a variety of people advance together and ultimately make the citizens happy and tourists excited by strengthening the attraction of Seoul. The cities whose brands are very popular also ceaselessly endeavor to expand their brand values, including New York, Paris, London, Tokyo, Rome, and Dubai are competing against Seoul in good faith. Those brands are at the top of industry and culture. Higher brand value attracts more people and money.<\/p>\n<p>In accordance with Anholt-lpsos National Brand Index, the national brand ranking of Korea is 23rd, as of 2022. Germany ranked top and Japan ranked second followed by Canada, Italy, and France. Six items were evaluated: \u25b2exports, \u25b2 government operation, \u25b2 cultural heritage \u25b2national character, \u25b2 tourism, and \u25b2 immigration and investment. The national brand ranking of Korea is still low compared to the national economic power of Korea. While the economic power of Korea is close to the Top 10, the national brand is outside the Top 20. Some pointed out that the questions in the survey focused mainly on advanced countries in the West.<\/p>\n<p>Let\u2019s take an example. For the question \u2018Do you want to live in that country?\u2019, the citizens in advanced countries in the West may not willingly express positive opinions. There was a national brand committee directly managed by the President during the Lee Myeong-bak\u2019s administration. The committee was based on the reasoning that a higher national brand would increase exports and make Koreans properly treated when visiting other countries. Since it\u2019s difficult for one department in the government to lead national brand policies, it\u2019s meaningful to organize the committee under the direct control by the President. I was also a member of that committee.<\/p>\n<p>While national brand policies were integrated and distributed to each department in the government to some extent, there was a limit in driving the private sectors to follow the policies. It\u2019s because the national brand contains excessively diverse elements and those elements are ever-changing. BTS can\u2019t be created by the government. The public and private sectors recognize the importance of the national brand and collaborate.<\/p>\n<p>Brands of enterprises, goods, and individuals are as important as the national brand. Integration of all brands per field determines the national brand and the national brand achieving a certain level has an influence on brand values per field. It\u2019s an interactive relationship. Human beings emphasize intangible assets more than tangible assets in the Informatization Era. Intangible assets including information, knowledge, patents, technologies, and culture have more values than tangible assets, including land, goods, machinery, and labor. The brand is the most valuable asset integrating all of them.<\/p>\n<p>As the 4th Industrial Revolution enters maturity, intangible assets, including AI, robots, data science, and content become more important. Intangible assets look not with the eyes, but with the mind. Brands have attributes for grasping the mind. Now, we are facing the world where brands dominate everything. From national leaders to entrepreneurs and even to individuals engaged in social activities, everyone needs to recognize the importance of brand values and power and try new challenges.<\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-749v-0cf8fd254cbcef2d1381229351c1c56b av_one_third  avia-builder-el-10  el_after_av_two_third  avia-builder-el-last  flex_column_div  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-5ji9-278bd014eab04f970f0b2661d9b39a18\">\n.avia-image-container.av-5ji9-278bd014eab04f970f0b2661d9b39a18 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-5ji9-278bd014eab04f970f0b2661d9b39a18 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-5ji9-278bd014eab04f970f0b2661d9b39a18 av-styling- avia-align-center  avia-builder-el-11  el_before_av_blog  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" 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class='av-structured-data'  itemprop=\"mainEntityOfPage\" itemtype=\"https:\/\/schema.org\/mainEntityOfPage\" ><span itemprop='name'>New York Festivals Korea -National Brand Awards Announces 2026 Award Winners in Seoul<\/span><\/span><\/span><\/article><article class=\"post-entry post-entry-type-standard post-entry-6886 post-loop-2 post-parity-even single-big with-slider post-6886 post type-post status-publish format-standard has-post-thumbnail hentry category-news\"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" ><div class=\"big-preview single-big\"  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><a href=\"https:\/\/nyfknba.com\/kr\/new-york-festivals-advertising-awards-presents-new-york-festivals-nite-2026-in-seoul-south-korea\/\"  title=\"New York Festivals Nite 2026\" ><img decoding=\"async\" loading=\"lazy\" width=\"623\" height=\"226\" 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