Business world Quote by Euny Hong
““Samsung still needed to refashion its brand image. There was a worrisome phrase floating around the business world in the 1990s, the “Korea discount.” This term, more politely called the “emerging market discount,” meant either that Korean companies were undervalued on the stock exchange or that Korean commercial goods had to be sold at a cut rate in order to be competitive on the global market.””
About This Quote
Samsung needed to overcome the “Korea discount,” a bias undervaluing Korean products and firms.
In simple terms: Korean brands were seen as cheap or risky.
Key Takeaway
Rebrand to change perception.
Themes
branding
bias
global market
Mood
analytical
optimistic
Type
business
strategic
When to use this quote
- marketing strategy
- investment
- product development
Key Concepts
emerging market stigma
valuation
competition
Questions to Reflect On
- How can a brand shift entrenched biases?
- What role does quality play in rebranding?
A Different Perspective
Changing perception takes time and resources.
