■ A renowned brand is one of esteemed repute inside and outside China based on recognizability and business achievements.

■ Bamboo Salt toothpaste recognized for its value as a high-end premium product.

■ First Korean product to be selected as a renowned brand.

■ Brand stability, legal protection and brand value enhancement are assured as a result.

* Overview

▣ The Chinese government officially certified LG H&H’s Bamboo Salt toothpaste as a renowned brand on March 25.

▣ A renowned brand is one that combines strong performance with a good reputation among the public. Such brands are legally protected by the Chinese government (State Administration for Industry and Commerce).

* Background

▣ In recognition of its quality and brand value as a high-end premium product, Bamboo Salt toothpaste became Korea’s first product to be selected as a renowned brand in China.

▣ Since its launch in 2001, LG has:

 ▲ employed an Oriental medicine concept that is familiar to the Chinese.

 ▲ signed an exclusive supply contract with the State Training Bureau of Sports.

 ▲ explored hub stores in metropolitan cities.

 ▲ initiated joint marketing with famous restaurants.

 ▲ increased brand value through various marketing activities, including word-of-mouth marketing.

▣ Based on these activities, Bamboo Salt toothpaste has an established presence as a high-end premium brand and has achieved 40% CAGR in sales. Its sales in China last year reached roughly 34 billion won.

* Expected benefits

▣ With the certification as a renowned brand, it is expected that Bamboo Salt toothpaste will benefit from:

 ▲ increased publicity.

 ▲ brand stability.

 ▲ enhanced brand value.

 ▲ strong legal protection in the future.

▣ More specifically, it will be offered priority protection by Chinese authorities when controlling counterfeit products. In addition, it will be now possible to file criminal charges against small-scale counterfeit manufacturers and distributors, which had been difficult in the past.

▣ The renowned brand certification system has strict selection criteria and procedures. Among global brands, to date only 68 have been certified. Among Korean corporate brands, LG and Samsung products have been selected as renowned brands.