Marketing Activities and Results

Promotion of Nareda Brand Images

  • nstalling a large-size advertising tower to promote the brand (size: 10m (height) × 5m (width))
  • Lighted wall advertisement at Seoul City’s major underground passages (Seoul Station, Seoul City Hall, Gimpo International Airport): 2003
  • Outer wall advertisement of Seoul City’s Subway Line No. 2 (February 2004 to December 2005)
  • Subway map of Seoul City’s Subway Line No. 1 and outer wall advertisement of Seoul City’s Subway Line No. 4 (February to August 2006)
  • Outer wall advertisement of Seoul City’s Subway Line No. 3 (2007 to 2008)

Wide color advertisement at Dong (East) Seoul Bus Terminal and Gwangju Bus Terminal (U-Square) (2009)

Active marketing activities and development of a systematic sales network

  • Visiting governmental departments, relevant organizations and groups, and developing sales promotion activities
  • Offline/online marketing: running 25 sites of permanent and consignment shops, shops at the festival venues and during special events (i.e. department stores’ events), and Hampyeong-gun’s internet shopping mall (www.inabishop.com)

Results of Brand Development

  • Selling Nareda-related products at public institutions, cafeterias and various festival/event venues
  • Delivering to the Blue House (Cheongwadae), the Ministry of Environment and Gwangju Metropolitan City Hall as ceremonial products
  • Cultural products designated and registered by the Public Procurement Service: 4 items (tie, scarf, handkerchief and towel)
  • Obtaining the 2002 FIFA World Cup Korea/Japan license: 2 items (wallet and belt)
  • Winning the award for excellent organizations in brand-related projects nine times
    • Selected as the best case at the 1st Local Government Benchmarking Fair
    • Winning the excellence award at the presentation competition of the 2nd National Local Governments’ Managerial Innovation Cases
    • Winning the Interior Minister’s award in the Public Sector Management Innovation Competition
    • Winning the excellence award at the 2001 Management/Administration Research Announcement Competition
    • Winning the grand prize in evaluation of Jeollanam-do’s “One City, One Item” project for three consecutive years
    • Selected as an excellent organization discovering and fostering local intellectual properties for two consecutive years from 2002 to 2003
    • Winning the excellence award in management at the 5th Brand Design of Korea in 2003