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Water purifier brand competitiveness index in South Korea 2018

Based on the National Brand Competitiveness Index (NBCI), Coway was the highest-ranking water purifier brand in South Korea in 2017, with an index score of 79 on a scale from 0 to 100. The NBCI is an indicator on the competitiveness of certain brands, based on brand awareness, image, and marketing activities.


In a survey in 2019, most customers stated to prefer water purifiers by Coway to those by other brands. Woongjon Coway Co., Ltd was founded 1989 in South Korea and manufactures home appliances, like water purifiers, air purifiers, bathroom appliances, and more. The company grew to be one of the biggest water treatment companies in South Korea. At the International Consumer Electronics Show in Las Vegas in 2019, the company’s CIROO 2.0 filter system for direct water purification received the CES 2019 Innovation Award in the home appliances category.

Water quality concerns

In a survey in 2019, around 57.8 percent of individuals living with at least one more person owned a water purifier. Although the World Health Organization ranked South Korean tap water as one of the best tap waters worldwide, the population does not trust the tap water and therefore buy bottled water or water purifiers. In March 2018, around 66 percent of respondents consumed bottled water within the previous three months. While the government is taking measurements to assure its people of the water’s safety, concerns of tap water pollution were reaffirmed when the tap water of many households in Incheon and Seoul turned red in Summer 2019.

National Brand Competitiveness Index of water purifier brands in South Korea in 2018

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Release date

March 2019


South Korea

Survey time period


Supplementary notes

Korea Productivity Center defines the National Brand Competitiveness Index as an "index of brand competitiveness measured and quantified as a weighted sum of brand awareness, image, and relationship formed through marketing activities conducted by enterprises."
The source does not provide an exact publication date. Date given here is the day of data access.

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