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News/Jun 14, 2007
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June 14, 2007
Come together
Iconstorm advises Cyworld Europe GmbH on positioning
Iconstorm, the Frankfurt agency for Markentechnik, gives advice to Cyworld Europe GmbH on entering the European market. Based in Frankfurt am Main, Cyworld Europe GmbH is a subsidiary of South Korea’s biggest online community. To begin with, the platform’s rollout in Germany is prepared. Centre of the consulting process is the development of Cyworld as a brand in Europe.
The biggest and most successful Korean online community that inspires users in USA, China, Japan, Taiwan and Vietnam as well is yet going to be launched in Germany in 2007. The company name Cyworld is a play of words with the Korean term “CY”, meaning relationship. On Cyworld’s internet platform users can set up unique and individual virtual rooms using a combination of new and learned tools. In South Korea 90% of the population aged 20 to 30 already use cyworld.com – that sums up to 20 million people.
Iconstorm supports Cyworld Europe GmbH taking this important step towards Europe by using tools of strategic brand building. The brand is developed in a process based on modular workshops. During these workshops methods like the brand steering wheel – a tool that develops and phrases the brand’s essence and profile – as well as SWOT analysis are used. The collaboration began with an intensive workshop the whole Cyworld Europe team participated in. One of the results was Cyworld’s brand positioning. In addition Iconstorm surveyed the brand’s cultural characteristics in order to adapt the brand to the needs and attitudes of its future users in Europe. “The result of the brand positioning is very professional and we have accomplished an excellent start for the European roll-out”, comment Lars Schwenk and Marc-Oliver Ludwig, the Managing Directors of Cyworld Europe GmbH.
The brand steering wheel is used to continually review all the brand’s aspects and adjust them to the market if necessary. In addition to the methods mentioned above cognitive mapping and target group profiling are used.
The successful cooperation of Iconstorm and Cyworld Europe GmbH will be continued after the launch in Germany.
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