[Sponsored Report] Industry-specific analyses a guide to growth

Benefits the NBCI findings offer include detailed assessments of the strengths and weakness of each industries and analyses on factors leading to profit or loss.

In the auto industry Hyundai Motor was leading in the scores with its Grandeur along with Kia Motors’ K5 and Sportage also proving to be strong players in the automotive market.

While NBCI scores reflect brand recognition and loyalty of customers among others, they don’t necessarily reflect actual sales figures; the actual purchases of automobiles were harmed due to soaring oil prices and threat of economic downturn lapping at the shores.

In electronic home appliances, Cuckoo was the strong single leader yet again in electronic rice cooker with a whopping nine-point difference from the runner-up. Samsung and LG electronics companies are the other two main competitors fighting for the number one spot with only one to two point difference between them. With the number of single-person households rising, the need for large electronic appliances is fast declining prompting a greater market for smaller-size electronic appliances.

Meanwhile, in the mobile electronic product line, with exception to tablet PCs, Samsung Electronics was at the helm with more than a four-point lead from other market share holders. However with the release of iPhone 5 and its imminent release in the market slated for next month or the month after, next year’s NBCI will see a fierce competition between the two tech giants.

In the residential infrastructure, among other durable products, brand-name apartments recorded a high NBCI despite its withering sales. Raemian and Xi’s score difference was three points as it was for the last three years, with Raemian consistently holding onto the top rank.

Services sector’s NBCI average of this year was 68 points, while other six financial industries showed between 65 and 66 points on average. The insolvent savings bank fiasco and the economic downturn have led consumer confidence in risky ventures decline while incline in safer assets. Banks have newly introduced mobile banking services attracting new generation of customers looking to do away with the hassle of going to the bank. NH Bank with television advertisement reduced its NBCI gap with KB Kookmin Bank.

As for credit cards, Shinhan Card has claimed the top spot again following the lead from last year, but runners-up like BC Card, Hyundai Card, Samsung Card and KB Kookmin Card are catching up fast reducing the gap to only one point. The fierce competition is expected to continue as financial products are guided by a variety of factors. Mobile telecommunications service industry sees more of the robust promotion campaigns as each company is busy trying to expand its long-term evolution (LTE) network and as more and more consumers are subscribing to the fastest-ever network. KT, the second entrant in the LTE market, stands in a disadvantage position, but depending on whether the impending iPhone 5 will carry only LTE networks KT will see its NBCI gap with the front-runner grow or shrink.

In the Internet Protocol TV market, the leading brand Olleh TV’s market dominance is absolute and since KT is leading the market the number of high-speed internet users of KT is rising as well. The smart TV market continues to see growth in broadcasting, communication and device combination. Stable speed and consistent quality are a base requirement and varied contents and differentiated service as well will impact the brand competitiveness in the high-speed internet industry in the coming years.

By Lee Ji-hyun [concordia@joongang.co.kr]