[Sponsored Report] What is the NBCI?

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[Sponsored Report] What is the NBCI?


The National Brand Competitiveness Index (NBCI) measures brand loyalty and whether consumers will repurchase a product or purchase a similar product in the same product line, as well as the marketing activity and consumer attitude of the brand. Using a standardized measuring tool the NBCI aims to support companies’ strategic brand management by enabling bench marking of the same product or service.

The NBCI model is a tool that measures brand awareness, brand image and the relationships that are formed by the marketing activity of the companies. The NBCI model is used to evaluate the consumer point of view of special brand competitiveness and also to improve the competitiveness of Korea’s local brand through evaluation within the company and outside of the company.

In 2010 the Korea Productivity Center surveyed 48 industries, 176 brand users and a total of 94,920 samples. (Sample were made up of 24,640 user samples and 70,280 nonuser samples with users being consumers that have actually used the products and nonusers being consumers that have not yet experienced the product.) The survey sample models were collected from the 5 major metropolitan cities (Seoul, Busan, Daegu, Daejeon and Gwangju) and the users and nonusers of the surveyed industry were divided.

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