A Study on the brand-building strategies of Kyonggi Province

Abstract

This thesis examines the strategies that have been adopted by companies to build strong brand equity and describes strategies and programs for brand-building of Kyonggi Province. A unique, favorable and strong brand equity offers firms a number of benefits, such as greater brand loyalty, less vulnerability to competitors, lower cost and larger margin. Public organizations, like products and people, can also be branded. A brand in the public sector can be a particularly important signal because most services provided by public organizations are intangible and heterogeneous. Kyonggi Province, however, has neither fully recognized the importance of brand nor managed it. Kyonggi Province should start by differentiating itself from other local governments in establishing a brand equity. Through a series of innovative programs and effective marketing, Kyonggi Province needs to position itself as a leader in the future knowledge-based society.