Pigeon, One of Korea's Top 100 Brands for 3 Consecutive Years

[Asia Economy Reporter Yujin Cho] Pigeon, a comprehensive household goods company (CEO Juyeon Lee), announced on the 7th that it ranked 70th overall in the ‘2020 Korea Top 100 Brands’ evaluation announced by the brand value evaluation company ‘Brandstock,’ marking its third consecutive year as one of the ‘Top 100 Brands.’

The Korea Top 100 Brands is the only domestic brand value evaluation certification system that selects and announces the top 100 brands with high BSTI scores, an evaluation index. It was conducted targeting about 1,000 representative brands across more than 230 categories.

Pigeon was the only household goods company in 2018 to rank 82nd overall in the Korea Top 100 Brands, and last year it was ranked 76th. This year, it rose six places from the previous year to 70th, showing a steady upward trend for three consecutive years.

Since launching the first fabric softener in Korea in 1978, Pigeon has focused on ‘innovating customer lifestyle culture’ beyond simple product utility value. In particular, through the advertising campaign ‘For laundry, Pigeon~,’ it has been imprinted in consumers’ minds as the synonym for fabric softener, building strong brand power.

Recently, to satisfy consumers’ purchasing desires who value consumption that pursues health and beauty simultaneously, such as well-being and LOHAS, or prefer premium products, Pigeon continues constant change and innovation with premiumization and diversification strategies.

As a result, products such as ‘Highly Concentrated Pigeon Botanic,’ launched earlier this year with the concept of ‘Scent of Nature,’ and ‘Pigeon for Dryers,’ which contains luxury fragrance in heat-resistant special nonwoven fabric, have been steadily loved, and the fabric deodorizer ‘Spray Pigeon,’ which has excellent effects in strong deodorization and static electricity prevention, is also receiving positive responses from consumers.

A Pigeon official said, "We will continue to build our brand position as the best lifestyle culture partner creating a happy life through not only quality but also the release of various products considering consumers’ needs and steady marketing activities."

This content was produced with the assistance of AI translation services.