In 2015, Coway established its brand identity system, which consists of the brand vision, brand essence, core identity, etc. The BIS is a central value system to represent the Coway brand at contact points with customers such as products, marketing, service, etc. Based on this system, Coway will put forth constant efforts into caring for customers’ life and enhancing the value of the Coway name in their life.
To reflect the value of ‘Care’ clearly and promote better understanding of various products and services of Coway, products of Coway, the major brand, are organized under five ‘Care’ categories below so that customers can experience more professional and systematic products/care services. In addition, established brand strategies are made known in and out of the company in an effort to share perspectives and views on brands with stockholders
Capabilities and interests should be focused for a brand management system to be established. Accordingly, Coway operates the brand operation committee and brand consultative group. The committee makes decisions on major aspects of brand management under the supervision of the CEO while the consultative group conducts activities such as proposals, coordination, and consultation on issues related to brand operation and management.
Additionally, education on brand internalization is conducted company-wide so that all executives and employees can share the direction that brands pursue. In 2015, education programs were conducted for the marketing division, departments in direct contact with consumers, etc. with the themes of brand importance, brand identity system, etc. In 2016, in-depth education programs will be conducted especially on actual application and practice of brand-related affairs, and the education will be expanded to hands-on workers and overseas corporations. Brand storybooks, videos, and campaigns are other means to deliver re-established brand strategies in an easy-to-understand way.