Daewoo E&C announced on July 22 that it has revamped and relaunched its high-end apartment brand, "Summit." The company stated that it has reorganized all aspects of the brand, including its brand identity (BI), brand philosophy, design system, external communication methods, and quality standards.
The brand, previously known as "Prugio Summit," has been simplified to "SUMMIT (Summit)." The symbol has also been changed. The brand philosophy is now defined as "The Monument of Aspiration," symbolizing customers' achievements. The new monogram combines the initials M and A from the English name.
The brand's direction is focused on uniqueness, presence, and excellence. The design concept is described as modern Korean design. In order to maintain a consistent brand identity across various projects, the company has also revised its design guidelines for each type of development.
As a strategy to effectively communicate with high-end market customers, Daewoo E&C is introducing sensory marketing. Brand content is expressed through various senses, such as sound, scent, and media art, all themed around the concept of a monument. The company first proposed this approach for the Gangnam Gaepo Woosung 7th Reconstruction Project in Seoul, where the contractor will be selected next month. In Busan, it plans to apply the brand to locations such as Namcheon-dong and Seomyeon.
A representative from the Daewoo E&C Brand Product Strategy Team stated, "Summit is not just a luxury apartment brand, but a monument and a symbolic residential platform that embodies customers' achievements and aspirations. We will maintain consistency in our brand philosophy."
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