People’s Daily (Korean Edition) | Korea Marketing Association Holds the 2018 Korea Brand Awards Successfully

[People's Daily Korean Edition, September 21] The '2018 6th Korea Brand Awards,' hosted by the Korea Marketing Association (Chairman Lee Hae-sun), was held on September 18 (Tue) at the auditorium of the National Museum of Korea with around 200 corporate executives in attendance. The Korea Brand Awards ceremony ran for two hours, opening with remarks by Chief Judge Lee Nam-sik (former President of Kaywon University of Art & Design) and congratulatory remarks by Director Bae Ki-dong (National Museum of Korea).

[2018 6th Korea Brand Awards Winners]

This year's CEO Award, the 'Top Management Award,' honors individuals who have contributed to enhancing national competitiveness through brand-competitiveness-strengthening activities centered on customer value; the '2018 Top Management Award' was won by CEO Roh Woon-ha (Panasonic Korea).

The Prize of Entrepreneurship, which spans society and culture, is an award category for individuals who create innovative customer value and lead the market, established last year to encourage individuals who have contributed as major social brands in Korea.

CEO Lee Jang-won (Bluebird), CEO Lee Jung-hoon (Standard Graphene), and CEO Kim Young-hyu (Secret Woman) were named winners in the Economy category, while Korean painter Kim Hyun Jung and Hey Jini (KidsWorks Network) were selected as winners in the Culture category.

The 'Brand Master' award, given to brand managers who outstandingly promoted Korean brands in 2018, went to Team Leader Kong Seong-yul (KB Kookmin Bank), Head Kim Hyun-soo (TMON), and Deputy General Manager Chae In-a (Samsung Electronics).

Eco Marketing (GEMS/ Global Eco Marketing Sites)

This is a survey result sponsored by the IMO International Marketing Organization and hosted by the Korea Marketing Association (Chairman Lee Hae-sun), an award for cases that have achieved regional economic revitalization as well as preserving beautiful natural landscapes.

Five GEMS sites in Korea were selected this time: Upo Wetland (Changnyeong), Hoesan Baengnyeonji (Muan), Korea National Arboretum (Pocheon), Naesumyeon Environmental Ecology Park (Jinhae), and International Dark Sky Park (Yeongyang). These become candidates for the '2018 Top 5 GEMS' along with this year's recommended candidate regions worldwide.

Urban Regeneration

This category awards cases that applied new customer value to relatively underdeveloped cities to revitalize the urban economy. Art Bunker B39 (Bucheon City) and Cheongchun Balsan Village (Public Art Prism) received awards.

Digital Category

NowBusking, Makeus, Blocko, Sandbox Network, and Konolabs won Grand Prizes for their leading efforts in the digital market using blockchain, big data, IoT, and AI.

Beauty Category

Langbel, romand, espoir, and Karadium won Grand Prizes as representative Korean beauty brands of 2018 for their outstanding performance in the beauty & healthcare market spanning digital PR, new beauty concepts, beauty customization, and cosmeceuticals.

Korea's Finest Products, which awards products and services that have created innovative market achievements through sustainable brand competitiveness representing Korea, announces 10 representative products each year. This year's selections were: Galaxy 9 Series (Samsung Electronics), Gram Notebook (LG Electronics), Bodyfriend Massage Chair (Bodyfriend), Balance-on Seat (Bullsone), Sulwhasoo Yunjo Essence (Amorepacific), Jung Kwan Jang Everytime Royal (Korea Ginseng Corporation), Genesis (Hyundai Motor), Jin Jjambbong (Ottogi), Chungjungone Anjuya (Daesang), and Hetbahn (CJ CheilJedang).

The Most Promising Rising Brand category awards competitive products with future-oriented innovative capacity that can lead the global market; representative products from innovative beauty & healthcare brands NARS, Nisle Cosmetic, The Medicoderm, Lalalab, Mamonde, Moetta, Bro & Tips, Clug, and Toaon received awards.

Consumer Research Awards

Awards for the '2018 Brand Customer Satisfaction Index (BCSI),' based on consumer research, for the No. 1 brand in each industry were also presented at this ceremony. The BCSI is a customer satisfaction evaluation model assessing product competitiveness oriented toward customer value, ranking brands by converting overall satisfaction, intent to reuse, quality satisfaction, and price satisfaction into a score out of 1,000 points.

A face-to-face survey was conducted across a total of 120 industry categories from July 16 to 31, and Coway (water purifiers/bidets), The Saem (concealer), Age 20's (home-shopping cosmetics), Peacock (HMR), Sangkwae Hwan (hangover remedy), Sinjeon Tteokbokki (tteokbokki restaurant chain), Green Finger (infant skincare), Amos Green Tea Sil-gam (scalp care shampoo), and Korea Epson (printers) each took first place in their respective industries.

An official from the Korea Brand Awards operating secretariat said, "The Korea Brand Awards, as a representative brand-related awards system in Korea, will be a meaningful ceremony that encourages positive relationships between consumers and brands."