● SK chemicals’ Trast Becomes a National Brand
Trast Wins the 2013 National Brand Grand Prize
- A leading arthritis treatment recognized by the Selection Committee of the National Brand
Competitiveness Awards.
- A product with a rapidly widening market abroad. Exemplary Chinese
employees are also given a chance to visit the company HQ in Korea SK chemicals’ Trast, a patch-type treatment for the arthritis of the knee, has been named a national brand of Korea.
The Selection Committee of the National Brand Competitiveness Awards, charged with a mission to select representative brand names of Korea, announced on May 3 that SK chemicals’ Trast was named the representative arthritis treatment in Korea, winning 71.03 out of 100 on the National Brand Competitiveness Index (NCI) Survey.
The National Brand Competitiveness Awards are granted to brands based on the weighted results of an annual survey that assesses 16,000 consumers’ recognition of, satisfaction with, loyalty to, and perceptions of the representativeness and global competitiveness of candidate brands.
Trast gained high scores across all areas of evaluation in this year’s survey. In particular, it scored as high as 76.49 points (before applying the weight) in the category of “image power,” referring to consumers’ awareness and perception of the brand.
Choi Nak-jong, director of the Marketing Division at SK chemicals, commented: “The latest honor reflects our continued efforts to communicate with consumers. We intend to increase our market bases around the world by emphasizing the distinctive merits of the Trast patches.”
Thanks to its positioning as “the yellow arthritis treatment” and the marketing slogan, “Trast right for the knees!,” Trast is widely recognized in Korea. In 2012, its brand name even managed to exceed the 50-percent initial recognition test as well.
As a leading arthritis treatment of Korea, Trast is also widening markets abroad. SK Pharma Beijing was established in September 2005 to market and distribute Trast to general hospitals and university-affiliated medical centers in major Chinese cities through advanced marketing campaigns.
SK Pharma Beijing, now employing some 90 employees, regularly dispatches employees with exemplary records to the company headquarters in Korea and encourages great performance on Trast marketing campaigns with diverse incentives.
Trast also managed to become one of the top three pharmaceutical brands on a recent survey by Brandstock, another leading assessor of brand values in Korea.
TerminologyThe National Brand Competitiveness Awards, organized by the Joong-ang Ilbo Media Group and sponsored by the Ministries of Knowledge Economy and Agriculture, Food and Rural Affairs, selects brand names in Korea that represent Korea’s culture, industries, and regions. These are regarded as the most prestigious brand awards in Korea.
[Caption] Trast, the most recognized arthritis treatment brand in Korea, packaged for customers worldwide.