Daesang Group Declares New Brand Identity 'Respect'..."Everything as an Object of Respect"

[Asia Economy Reporter Song Seung-yoon] Daesang Group announced on the 5th that it has newly defined the group brand identity as 'Respect' in celebration of its 66th anniversary.

Last November, Daesang unveiled a new CI reflecting its future vision and commitment to innovation. Along with this, the group has continued its efforts to prepare for the future by relocating Daesang Corporation's headquarters to Jongno and completing the core research facility, 'Daesang Inno Park.'

On its 66th anniversary, Daesang established 'Respect,' a value embedded in all management activities including the thoughts and attitudes of its executives and employees, as its new brand identity. To facilitate communication with customers, it also built the group's integrated value system called the 'DAESANG Respect Tree.' Just as Daesang Group's CI is inspired by a tree symbolizing sustainability, the Respect Tree is designed in the shape of a tree.

Daesang Group launched an advertising campaign themed around the brand identity of respect to realize "a world where more things are respected," communicating with the entire nation. The campaign features 'Jogu-man Studio's' 'Insignificant Dinosaurs' as models, making the meaning of respect as envisioned by Daesang Group approachable to everyone regardless of gender or generation. The ten herbivorous dinosaurs represent Daesang Group's philosophy that the world becomes a much better place when all things around us that were overlooked, forgotten, or marginalized are regarded and accepted as objects of respect.

The campaign videos will begin with four episodes: ▲Start ▲Chuseok ▲Food ▲Environment, and will continue to present timely stories every month. The campaign videos can be viewed through various online and offline channels.

Choi Sung-soo, CEO of Daesang Holdings, said, "As Daesang Group leaps forward as a global leading company, we have newly established a brand identity that will serve as the focal point of our management activities. Based on the new brand identity 'Respect,' which inherits and develops the management philosophy carried on since the company's founding, we will continuously implement changes and innovations suited to the times and prepare for the next 100 years."

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