interbrand brand letter vol.22
DESCRIPTION
브랜드의 Timeless, 히트 브랜드의 Right time, New era를 개척한 브랜드, 역사적 순간들을 함께한 브랜드 History, 그리고 미래 브랜드의 Forecasting. 시간에 대한 획일화 된 관점이 아닌 브랜드와 시간에 대한 모든 가능성에 대하여.TRANSCRIPT
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Interbrand Brand Letter . Vol. 22
NOV 2012Interbrand Brand Letter
Time
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Editors Letter
Time X Brand
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1890 120 19, 20
. 2012 .
, 4 , ,
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. Timeless, Right time,
New era , History, Forecasting
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, tick-tock
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Contents 04 Brand Report Meta-luxury : The timeless culture of excellence
08 Brand Insight Brand in the history
14 Brand Column 1997 :
1997
17 Interview :
, .
24 Case Study , , :
30 Worldwide Brand Hot News -
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- , 2012 100
6th Interband CBO Forum
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36 It's New -
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- Playbook
- GDI
- YOUM
- NS
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Interbrand Interbrand
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Interbrand Brand Letter VOL.22
Brand Report
WhyMeta-luxury? .
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,
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,
Meta
(Meta-luxury) .
,
()
. ,
, .
,
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(Aesthetics) .
(The culture of excellence)
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History beyond time
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,
(Leaving a mark through
unique achievements) . (Differentiation)
(Uniqueness) ,
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, .
,
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. , ,
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,
,
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(Longevity) .
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By Jeehye Yeum / Interbrand Korea, Consultant Manfredi Ricca / Interbrand Italy, Managing director Rebecca Robins / Interbrand Europe, Director
Meta-luxury: The timeless culture of excellence
5
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, .
. ,
.
,
.
(Certification) .
History versus longevity and temporality
.
,
.
,
. (Driver)
,
.
3
,
(Uniqueness) .
The three degrees of history
.History
Uniqueness
Achievement
.Longevity .Temporality
I. History brands
,
(Relevant) , ,
. , (Iconic)
.
.
.
(Heritage).
(Patek Philippe)
(Generations)
. (Begin your own
tradition) ,
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. ,
,
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DNA ,
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'
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' ,
.
6
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Brand ReportInterbrand Brand Letter VOL.22
II. Longevity brands
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III. Temporality brands
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, .
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, .
ZARA H&M
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,
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, .
Meta-luxury brandsas the timeless cultureof excellence
,
,
(Excellence)
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.
, (, , )
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.
.
CEO -
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.
,
(Iconic flagship) .
. , .
7
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Interbrand
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Brand Insight
(Time) .
(Time)
, (Time) .
(Well-being)
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.
? IBM
,
,
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Brand in the history
By Uzin Hwang / Interbrand Korea, Design director
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Interbrand Brand Letter VOL.22
. , ,
Unhate PLAY
9
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. - -
1800, .
, (Levi Strauss)
1853 .
LEVIS .
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1950 , 1940
. 1950
,
, 1960
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,
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.
, , , .
? (New balance)
.
. 1900
. (William J.
Riley)
.
(Arch)
.
.
(:
http://www.levi.co.kr/).
10
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Brand InsightInterbrand Brand Letter VOL.22
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.
100
.
100 13 1
1800 .
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. 19
,
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(Arch support: )
(: http://www.newbalance.com/)
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BMW
Austin MINI
. 1956
2 ( ) .
4
BMC(British Motor Corporation)
(Alec Issigonis)
.
.
(: http://www.thecoca-colacompany.com)
1931 1949 1953
.
(: http://www.miniworld.com.au/)
1
(Salvatore Ferragamo)
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,
(Zippo)
.
11
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, .
?
. , ,
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. 1900 68
(Chanel). (Chanel Modes)
(No.5)
, , ,
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(: http://inside.chanel.com/)
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, .
1949 , (Shiseido)
& .
140
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12
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Brand InsightInterbrand Brand Letter VOL.22
. 3
1990
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(People tree), ,
(Think coffee)
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? , ,
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13
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Interbrand
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Brand ColumnInterbrand Brand Letter VOL.22
1997: 1997
?
OECD
OECD
.
. , 1.12(2010) 10
31.2
,
. ,
. 1997 1.6
, 10 13
.
1997
, , ,
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2008
. 1997 IMF 15
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1997 10
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90 . 400
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tvN
1997 90 .
90 60~70
. 60~70
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8090
. 90s
15
By Mindy Chungmin Lee, Trendlab506, CEO
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Brand ColumnInterbrand Brand Letter VOL.22
LP 7080
. 80
.
. 20 ,
30 40
.
, 1995 29.7 15
38.1 .
, 38
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, 20
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, .
(Time slip)
. ,
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. 15
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60 , 70 .
,
90s ,
.
90 .
16
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Interbrand Brand Letter VOL.22
Interview
25
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: ,
By Harry Woo / Interbrand Korea, Manager Yejin Ahn / Interbrand Korea, Manager
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Q. 27
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A. What will I be?
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10
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1987 .
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(Domus) 1928
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(: http://www.
domus web.it/)
19
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(Papertainer museum):
.
373 166
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(: ) (Shigeru Ban)
(: 2006 9, 2006 10)
Q.
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(Heritage)
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20
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InterviewInterbrand Brand Letter VOL.22
(Erich Fromm) Understanding
. , Knowing ,
Understanding .
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22
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Interbrand Brand Letter VOL.22 Interview
A. 3
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Q. 10
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, CEO
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23
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Interbrand
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Case StudyInterbrand Brand Letter VOL.22
, ,
: ,
By Yejin Ahn / Interbrand Korea, Manager
, .
.
(Natural
plan) 6,000
.
.
25
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Q. 5 . ?
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26
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Case StudyInterbrand Brand Letter VOL.22
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27
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F&B
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Q. 4 .
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: Pointing North
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28
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Case StudyInterbrand Brand Letter VOL.22
Q. Vfood . Pointing
North ?
:
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29
Pointing North:
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Worldwide
NEWS
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WorldwideBrand Hot News
PLAY
( MS) .
8 , (Surface) 25 .
MS .
, (San Serif), MS
.
, .
. Microsoft store, Windows 8 (Grid)
.
MS MS , TV,
.
Microsoft
Microsoft store Microsoft office
31
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WorldwideBrand Hot News
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(Burberry)
(Audi)
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.
(Exclusive)
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,
(Savvy)
.
.
. (Macys) , 30
The shoe salon , (Selfridges) (Louis Vuitton)
13 . .
NYC .
32
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Nutrition initiative .
, .
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1 4,000
. "
" " " .
.
.
. ,
, , 16( )
.
Pepsi-co 20
, .
17(Oz.)
33
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Best Global Brands 100
2,
Best Global Brands 2012 .
40% 328
9,300 9 10
. 24%
8 53 ,
40 8,900 100 87
.
13 1 8%
778 3,900 , 2
(765 6,800 ) 129%
CBO ,
. ( , ,
, ,
)
, 2012 100 6th Interbrand CBO Forum
.
10 10, CGV The private cinema Brand is You 6th Interbrand CBO Forum
. 100 Brand society KAIST
, , ,
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WorldwideBrand Hot News
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Corporate citizenship()
. 9 14, Brands have the power to change the world.
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10 10 (Equal) .
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1 9 14
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()
2
(Equal)
35
1
2
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Interbrand
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It's NewInterbrand Brand Letter VOL.22
,
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Reason to Believe
.
.
(,
, ) .
.
( )
. 2011
.
,
.
Playbook
( )
.
: / : / : Innerise
'Windsor drives influence through inspiration' ,
.
.
, ,
'Modern British'
.
37
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YOUM
Flexible display
,
YOUM.
NS
GDI(Global Design Index Evaluation)
(Global Design Index)
.
(Aspirational),
(Leading)
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.
NS .
,
CI ,
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, .
BI
.
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YOUM
You Me, Motion, Mobile, Magic
.
YOUM
.
38
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(Equal).
( , )
2-30
,
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Corporate citizenship( )
.
It's NewInterbrand Brand Letter VOL.22
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Interbrand Brand Letter .
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02. 515. [email protected] Fl.Intellex Bldg. 261 Nonhyeon-dongGangnam-gu Seoul 135-832 Korea
Copyright 2012 by Interbrand KoreaInterbrand Brand Letter is Published by Interbrand
Publisher Jihoon Moon
Editor in Chief Yejin Ann
Editor Uzin Hwang Harry Woo Jeehye YeumPaola Norambuena Manfredi RiccaRebecca Robins
Editorial Design Suyeon Jung
Print Western Communication
InterbrandBrand Letter
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Brands have the power to change the world
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www.interbrand.com