“The next set of big global brands will come from emerging countries.” David A. Aaker, one of the world’s most renowned marketing and brand experts, sees large potential for brands from emerging markets and is sure that leading Western brands will face stronger competition from these upcoming global players. globeone’s Emerging Market Brands Survey analyzes the perception of emerging market brands among German consumers and highlights that many of these brands still have a long way to go until they are on eye-level with established global brands. Still, German consumers see potential for future success of these brands in Germany. There are definitely many brands to watch out for. To learn already more about these interesting hidden giants, check out our brand snapshots of the 65 emerging market brands from Brazil, Russia, India, China, and South Korea studied in our survey.

1. Cologne  Shanghai  Beijing  Mumbai  São Paulo  Singapore  Seoul
Emerging Market Brands Survey
Brand snapshots – South Korea
August 2013

2. 2
Samsung Electronics
Interesting insights
As one of the global top brands in consumer electronics, Samsung spent a record-breaking € 8.7 billion on
marketing in 2012. The company also uses innovative ways to promote its products and just signed an unparalleled
deal with global megastar Jay-Z: Samsung bought one million copies of his new album and made it available as free
download for users of Samsung smartphones, resulting in considerable media attention for the artist and Samsung.
Source: gazprom.com
1969Founded
ElectronicsIndustry
Seoul, South KoreaHeadquarters
~ 84%Revenues abroad
Revenues € 136 billion (2012)
~ 221,700Employees Source: www.samsung.com/sec
of best-known
South Korean
brands in Germany
Source: globeone Emerging Market
Brands Survey
#1 98%
of German
consumers know
Samsung
Source: globeone Emerging Market
Brands Survey (aided awareness)

3. 3
KIA Motors Corporation
1944Founded
AutomotiveIndustry
Seoul, South KoreaHeadquarters
~ 82%Revenues abroad
Revenues € 31 billion (2012)
~ 40,000Employees
Interesting insights
KIA is one of the fastest-moving global automotive brands, increasing its brand value by 50% in 2012 (Interbrand). It
focuses on good design, quality & fun-to-drive and it won four ‘red dot’ design awards (2013). KIA has approached
each market with localized offerings. In Europe, it runs a design center in Frankfurt for localization and sponsors
sports games such as UEFA Championships to build brand awareness for mass markets in Europe.
Source: www.kia.com/kr
of best-known
South Korean
brands in Germany
Source: globeone Emerging Market
Brands Survey
#2 97%
of German
consumers know
Kia
Source: globeone Emerging Market
Brands Survey (aided awareness)

4. 4
Hyundai Motor Company
1967Founded
AutomotiveIndustry
Seoul, South KoreaHeadquarters
~ 83%Revenues abroad
Revenues € 57 billion (2012)
~ 86,400Employees
Interesting insights
Hyundai Motor Company is the world’s fourth biggest car manufacturer and among Interbrand’s Best 100 Global
Brands. In the European market, it is introducing new types of small vehicles and design-focused models which are
customized for European consumers. One of its main branding strategies is football sponsorship (FIFA World Cup,
UEFA EURO, etc.) combined with marketing activities like the opening of Hyundai Fan Park, a Euro Test Drive.
Source : www.hyundai.com
of best-known
South Korean
brands in Germany
Source: globeone Emerging Market
Brands Survey
#3 97%
of German
consumers know
Hyundai
Source: globeone Emerging Market
Brands Survey (aided awareness)

5. 5
LG Electronics
Source: www.lge.co.kr
1958Founded
ElectronicsIndustry
Seoul, South KoreaHeadquarters
~ 86%Revenues abroad
Revenues € 36 billion (2012)
~ 86,700Employees
of best-known
South Korean
brands in Germany
Source: globeone Emerging Market
Brands Survey
#4 94%
of German
consumers know
LG
Source: globeone Emerging Market
Brands Survey (aided awareness)
Interesting insights
LG is a high-end electronics manufacturer, ranking no. 2 in television and no. 3 in cell phone sales worldwide. LG
conducts various marketing activities such as sponsoring exhibitions at Germany’s Gamescon, Formula 1
sponsorships, or 3D TV installations for sports pubs. It launched ‘The World Record Campaign’ in 2012 to share LG’s
focus on product excellence, innovation and technical excellence starting with India as first destination.

6. 6
Hankook Tire
Interesting insights
Hankook Tire is the 8th largest tire company in the world. It is increasingly gaining brand recognition with its
premium image, emphasizing in particular its high-performance tires. Sports marketing is one of its main
approaches to enhance brand awareness. It extended the exclusive tire sponsorship for Deutsche Tourenwagen
Masters in 2013 and is partner of Germany’s Borussia Dortmund and the UEFA Europa League.
1941Founded
TireIndustry
Seoul, South KoreaHeadquarters
~ 80%Revenues abroad
Revenues € 4.9 billion (2012)
~ 17,500Employees Source: www.hankooktire-press.com/
of best-known
South Korean
brands in Germany
Source: globeone Emerging Market
Brands Survey
#5 45%
of German
consumers know
Hankook
Source: globeone Emerging Market
Brands Survey (aided awareness)

7. 7
Korean Air
Interesting insights
Korean Air has been running multiple marketing programs to grow as a global airline. It has developed global
partnerships for better service and network such as in cooperation with KLM, Myanmar Airways, or Czech Airlines.
It founded ‘SkyTeam’, the global airline alliance and sponsored various international sporting events such as the
2013 PyeongChang Special Olympics Winter Games.
1969Founded
AviationIndustry
Seoul, South KoreaHeadquarters
Revenues abroad
Revenues € 8.3 billion (2012)
~ 20,800Employees Source: kr.koreanair.com
n/a
of best-known
South Korean
brands in Germany
Source: globeone Emerging Market
Brands Survey
#6 38%
of German
consumers know
Korean Air
Source: globeone Emerging Market
Brands Survey (aided awareness)

8. 8
SsangYong Motor Company
Interesting insights
Since Mahindra&Mahindra (India) acquired a majority stake in SsangYong, the synergies between the two resulted
in increasing export activities by 50% in 2012. In Europe, SsangYong is launching models designed to meet the
European taste of diverse usability. SsangYong actively exposed the brand and models in the Geneva Motor Show
2013 and is planning to especially promote its premium SUV vehicles.
1954Founded
AutomotiveIndustry
Gyeonggi-do, South KoreaHeadquarters
~ 65%Revenues abroad
Revenues € 1.9 billion (2012)
~ 4,400Employees Source: www.smotor.com
of best-known
South Korean
brands in Germany
Source: globeone Emerging Market
Brands Survey
#7 25%
of German
consumers know
SsangYong
Source: globeone Emerging Market
Brands Survey (aided awareness)

9. 9
Kumho Tires
Interesting insights
Kumho Tires, one of the world's leading tire manufacturers, focuses on active motor sports marketing to effectively
and efficiently improve its brand image. Therefore, Kumho is expanding its motor sports activities in Europe, North
America, Australia, and China. The company also supplies racing tires to the Masters F3 and is an exclusive partner
to German football club Hamburger SV.
1960Founded
TireIndustry
Seoul, South KoreaHeadquarters
~ 74%Revenues abroad
Revenues € 2.7 billion (2012)
~ 11,000Employees Source: www.kumhotire.co.kr
of best-known
South Korean
brands in Germany
Source: globeone Emerging Market
Brands Survey
#8 17%
of German
consumers know
Kumho Tires
Source: globeone Emerging Market
Brands Survey (aided awareness)

10. 10
Hanwha Chemical Corporation
Interesting insights
Hanwha Chemical has the vision of being the “Global Chemical Leader 2015” generating revenues of over € 6
billion. Hanwha’s strategy is to build a brand recognized and trusted by customers worldwide by globalizing its
operations and enhancing company value. Accordingly, it has been expanding the production bases outside of
Korea and has broadened the product portfolio by active overseas partnerships and acquisitions such as Q-Cells.
1965Founded
Petrochemical, solar energy etc.Industry
Seoul, South KoreaHeadquarters
n/aRevenues abroad
Revenues € 2.4 billion (2012)
~ 2,600Employees Source: Hanwha Chemical Sustainability Report 2013
of best-known
South Korean
brands in Germany
Source: globeone Emerging Market
Brands Survey
#9 4%
of German
consumers know
Hanwha
Source: globeone Emerging Market
Brands Survey (aided awareness)

11. 11
Amorepacific
Interesting insights
Amorepacific’s launches products of innovative technology and carefully chooses high-end distribution channels to
keep the premium image (e.g. Sephora in France). The company localizes the brand to meet local tastes. For
instance, it hired the French fashion designer Lolita Lempicka to launch a perfume which ranks within top 10
perfumes in France. It also expanded its luxury portfolio by acquiring the French perfume Annick Goutal.
Source: us.amorepacific.com
1945Founded
CosmeticsIndustry
Seoul, South KoreaHeadquarters
~ 16%Revenues abroad
Revenues € 1.9 billion (2012)
~ 10,500Employees
of best-known
South Korean
brands in Germany
Source: globeone Emerging Market
Brands Survey
#10 1%
of German
consumers know
AMOREPACIFIC
Source: globeone Emerging Market
Brands Survey (aided awareness)

12. Cologne  Shanghai  Beijing  Mumbai  São Paulo  Singapore  Seoul
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