Hankook & Company Group holds knowledge-sharing session on brand strategy

Hankook & Company Group announced Friday that it is holding a knowledge-sharing session focused on brand strategy for its employees at Technoplex, the group's headquarters in Pangyo, Gyeonggi Province.

The event is the August installment of the group's participatory internal communication program, in which employees freely share diverse experiences and knowledge. Held under the theme "Brand: Rolling Beyond Tires, Into Everyday Life," the session covers the direction of the group's brand strategy and the know-how behind successful online and offline events that create customer experiences.

Park Ki-nam of the brand strategy team will present at the session, introducing a range of online and offline event cases aimed at expanding customer touchpoints and sharing the planning and execution know-how behind translating those efforts into real customer experiences. Through examples of building brand experiences in customers' daily lives — going beyond simply promoting products — the session aims to offer employees fresh perspectives and insights.

The knowledge-sharing program launched in August 2023, rooted in Chairman Cho Hyun-bum's philosophy of horizontal communication. It brings employees together on a voluntary basis to share knowledge and experiences across a broad range of fields, including trends, technology, the humanities and culture.

Past sessions have covered topics spanning work experience, culture and branding — including how to use AI, the competitiveness of the Hankook battery business, carbon-reduction efforts through waste minimization and resource recycling, local cultures as shared by overseas staff, reflections on Hanon Systems joining the group, and brand collaboration cases — broadening the channels for communication and learning among employees.

"Through this knowledge-sharing session, we hope to share real-world cases and on-the-ground know-how on brand strategy and customer experience with our employees," a Hankook & Company Group official said. "We will continue to develop a variety of communication programs that allow employees to share their experiences and expertise, gain new perspectives, and spread the group's own 'proactive culture' throughout the organization."

Meanwhile, Hankook & Company Group continues to fulfill its corporate social responsibilities through various community initiatives, including participating for five consecutive years as a sponsor of the "2026 815 Run" campaign organized by Habitat for Humanity Korea and joined by singer Shawn.