Outcomes of brand-based management continued after appearing in the market

[The highest brand in this year of 2007] is a brand management outcome certification system established and enforced jointly by [the B&B Marketing Research Center at the Management Research Institute of Yonsei University] and [Brand Stock] in order to settle a brand-based management culture by excavating a brand to create successful market outcomes through systematic brand management.

The Highest Brand is the evaluation to investigate innovation items(difference, brand preference, value innovation, access) and reliability items(brand preference, purchasability, recommendation) of each brand for 25 business kinds/250 items/1,000 brands by randomly picking 3,000 or more Korean men and women of 15 or higher years old and less than 60 years old, having proceeded for 2 months from July 2nd of this year.

In this investigation, Trast in the arthritis medicine part has secured a place as a representative brand of the item by putting other competitors out of the way with a total of 37.1 points at the evaluation of possible 40 full points[Highest Brand Index, KHBI]. This can be explained as a result of approaching consumers through an easy and clear advertisement campaign such as [yellow medicine campaign], [also for knees], etc. after the sale of Trast.

Good brands are more raising their importance in business management in terms of confrontation of enterprises pursuant to securement of stable and long-term demand, addition of values to attract customers or consumers, securement and strengthening of substantial margin and changes in intermediate distribution.

Besides, brand-based management is appearing as a core strategy for business management as brands are emphasized as an important factor to evaluate enterprise values, and now consumers are purchasing brands, not products, and creating experience through brands.
However, it is true that brands have been recognized as only an identification means of products todomestic enterprises even before some time ago, and it can be said that their was actually no effort for establishment and execution of proper strategy and continuous brand control to grow it into a long life brand despite knowing that a long life brand can create a substantial added value to enterprises with their name only.

CEO Seung-Gwon Shin of Life Science Part at SK chemicals forecasted, “in the future, [brand judgment] will be important instead of [medicine efficacy judgment] between products according to the technological development between competitors,” and emphasized, “also in the future, Trast will be focused on strengthening and continuously growing brand power and through a simple and clear advertisement strategy that has been maintained since its appearance in the market.” SK chemicals has been already continuously proceeding with an effort to grow brand values such as Trast, Ginexin, etc. and is currently executing a strategy to grow [Mvix], an erectile dysfunction treating medicine approved recently, as a power brand.