● Trast and Ginexin Ranked Third and Fourth in Pharmaceutical Brand Value Evaluation
- Trast is ranked third, behind Bacchus and Beecom-c.
- Ginexin has risen by a notch to the fourth position this year.
- The domestic success of these brands has fuelled their rise in the international market.
Trast, SK chemicals’ patch-type treatment for knee arthritis and Ginexin, SK chemicals’ solution to improve blood circulation, were ranked among the most highly valued pharmaceutical products in Korea.
The Brandstock Top Index (BSTI),* released by Brandstock on March 27, shows Trast and Ginexin having, respectively, scored 807.22 and 791.39 points out of 1,000, and thus ranking third and fourth among the most valued pharmaceutical products produced in Korea.
The top five pharmaceutical products included Bacchus, Beecom-c, Trast, Ginexin, and Lemona. This made SK chemicals the only company that succeeded in including more than one product in the top five. Ginexin, in particular, rose by a rank from the fifth position it recorded last year, proving once again the validity of its brand power that has held sway for over 21 years.
Trast is famous for being a successful Korean example of color marketing, chiefly remembered as “the yellow medicine” and for its marketing slogan, “Trast right for the knees!” The focus-and-distinguish marketing strategy has been highly effective, increasing Trast’s share of the market by 50% (according to a 2012 survey by Welcom, a marketing agency).
Ginexin, a representative blood circulation improvement agent in Korea, is famous for being the subject of one of the three longest-running and most effective marketing campaigns in Korea, characterized by the slogan, “100% Green Korean Gingko Leaves.” It is as indelibly ingrained into Korean culture as Dashida (a food additive) and Choco-pie (one of Koreans’ favorite confectionery products).
Fuelled by their domestic success, these two brands from SK chemicals are rapidly emerging as stars in the international market. Ginexin, after having pioneered markets in the United States and Saudi Arabia, has even entered the European Union market where the first gingko-based blood circulation agents sprang up. Trast is sold in its original brand name in China and Saudi Arabia.
CEO Lee In-seok of the Life Science Business Division of SK chemicals commented, “The success of our brands over the last two decades reflects our systematic brand management and cultivation strategy. As providers of these leading brand name products, we will continue to work hard to meet our customers’ expectations.”
Trast and Ginexin also topped the lists in the Representative Brands of Korea Survey and the Brand Stars of Korea Survey last year.
BSTI Top 5 Pharmaceutical Products of 2013 (Source: Brandstock)
1. Bacchus (Dong-a Pharmaceutical): BSTI 865.27
2. Beecom-c (Yuhan Corporation): BSTI 829.77
3. Trast (SK chemicals): BSTI 807.22
4. Ginexin (SK chemicals): BSTI 791.39
5. Lemona (Kyungnam Pharmaceutical): BSTI 787.27
*BSTI
The Brandstock Top Index (BSTI) is a tool used by Brandstock to evaluate the value of brands based on the brands’ stock prices in the stock exchange (70%) and the scores given by consumers (30%). Brands are assessed out of a total score of 1,000 points.
[Caption] Trast retains its original name and packaging design even in overseas markets, such as Saudi Arabia and China.