APRO Group - Trademark Recognition Study
Company overview
APRO Group is Korea's leading consumer finance group, with its flagship brand 'Rush & Cash' ranking first in the Korean consumer finance sector for 15 consecutive years. Since introducing the concept of 'credit lending' in 1999, APRO Group has consistently focused on product and service innovation, promoting the standardization and development of the personal finance market. Currently, the group has grown into a large-scale, integrated financial enterprise with 8 subsidiaries, 1,300 employees, 3 operational centers, and 65 branches. Starting in 2012, APRO Group entered the Chinese market, establishing legal entities in Tianjin, Shenzhen, and Chongqing, and completed the acquisition of a Korean savings bank in 2014, officially marking its entry into the international integrated finance stage
Research background
During its market expansion in China, APRO Group plans to use 'Lejin Kua Jin' as a key trademark identifier for its operations. To ensure consumer acceptance and effective communication across different regions, the group has commissioned a professional research firm to conduct a scientific evaluation of the trademark's recognition, associations, and reputation among target market consumers. This study aims to provide objective data support for trademark registration and brand promotion strategies, enabling precise brand positioning and effective on-the-ground implementation.
Research scope
In March 2013, CEIDEA Research was commissioned by APRO Group to conduct a specialized survey on the awareness level of the 'Lejin Kua Jin' trademark in the Chinese market. The survey selected four cities—Shenzhen, Guangzhou, Shanghai, and Chongqing—as sample areas. Using random street intercept interviews, the study targeted young urban consumers and lower- and middle-income salaried groups with potential for financial services consumption. Survey content included evaluations on initial awareness, visual recognition, name recall, brand associations, emotional preferences, and trust in the 'Lejin Kua Jin' trademark, along with subjective opinions and recommendations from respondents regarding trademark design and communication strategies.
Expected outcomes
Through this study, APRO Group will gain a comprehensive understanding of potential consumers' awareness, associations, and acceptance of the 'Lejin Kua Jin' trademark in key Chinese cities. The research will clearly identify potential barriers to market communication and areas for optimization. The findings will provide actionable, evidence-based guidance for trademark registration applications, visual brand system improvements, and communication strategy development, helping the brand achieve higher recognition efficiency and consumer acceptance during its initial market entry in China, thereby strengthening the brand foundation for its business expansion in the region.
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