To dream, researches offered several well-known brands with Korean roots such as Samsung, LG, Hyundai, Lotte, POSCO and others.
It was found that for college students, Samsung looks like an intelligent, authoritarian, strong and future-oriented male in his suite and early 30s. LG was linked with an image of a young friendly woman in her late 20s, who enjoys wearing suits and works as a saleswoman. Hyundai-Kia was named a production worker in his late 30s, strong, not fastidious and authoritarian.
According to the Job Korea’ data, the retail brand Lotte made a big progress.
For instance, in the same survey in 2003 it was associated with an uncouth and unfashionable person. Now it looks like a sophisticated and glamorous young female in her early 30s.
As for POSCO, it seems, it is the oldest brand as for an image. Students associate it with a production worker in his early 40s, and it became even older since the last survey.
The survey was for Job Korea was conducted among 1 227 Korean students (December, 2009).
