[Sponsored Report] What is the NBCI?

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[Sponsored Report] What is the NBCI?

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The National Brand Competitiveness Index (NBCI) is used to gauge the brand competitiveness measured using the following criteria: brand awareness; brand image; and consumer-company relationship formed through the marketing. The indices help to predict sales figure and brand loyalty in the face of changing market demands and offer guidelines for more effective marketing tactics.

NBCI assesses the correlation between brand loyalty - whether or not the consumers will choose the product again and purchase a similar product in the same product line - the marketing activity.

Using standardized statistical tools NBCI model aims to provide support to companies’ brand management by benchmarking respective products, services and the industry.

The NBCI figures are used to evaluate the market value of the brand from the consumer’s point of view.

But more importantly, NBCI model offers an important guideline on how to improve the competitiveness of domestic brands through objective evaluation and analysis.

For the findings, Korea Productivity Center surveyed some 59 industries, 212 brand users and a total of 112,280 samples, 29,680 user sample and 82,600 nonuser sample, for the previous year to derive the NBCI scores. The survey sample models were collected from the five major metropolitan cities - Seoul, Busan, Daegu, Daejeon and Gwangju - and the users and nonusers of the surveyed industry were divided into different groups.

The main focus or conclusion of the survey was to find the strengths and weaknesses of each brand by each industrial sector. The NBCI survey was conducted among consumers that have actually used the products and consumers that have not yet experienced the products. However, for apartment building, discount chain store, department store and general hospital the survey was conducted in all regions not limited to the aforementioned five cities.

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

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