Hyundai & Kia Automobile Branding In China

1. Evaluate and comment on the international corporate fault strategy of Hyundai and Kia. Kia and Hyandai stand embarked on both similar and consequently far varied international corporate tick off strategies. Both companies imbibe need (with varied success) to elevate their several(prenominal) chumps from a grade orientation toward a more insurance premium position. However, while Kia have act to do so by expanding the perception of their fire grass as a dynamic and new one, Hyandai have concentrate on improving perception of their brand as ruminative of a refined and modern image. Consequently, the two ideals in call of brand identity have emerged: Kia as exciting and modify and Hyandai as refined and confident. The building of a brand identity involves the development of functional (or tangible) attributes to summate about and beef up the emotional perceptions one desires for the brand and communicates to the consumer through marketing efforts. In th e case of the Hyandai brand, the go with has attempted to imbue their products with sleek designs, adroit systems, ergonomic interfaces and quality engineering. These safe, accepted and high quality vehicles as well as coif with excellent assistance back up and warranties. all(a) of which be say to make Hyandai appear as a stylish and animate brand in the mind of the consumer.

The familiarity wishes to be comprehend as thoughtful, approachable and trustworthy, yet in any case self-assured and well-thought-of as a global player. In sum, Hyundai desires to be the vehicle manufacturer that allows consume rs to drive [their] way. In the case of Kia! , the company has alternatively chosen to portray itself as a brand with the power to surprise. The functional attributes it has sought to incorporate into its vehicles are a more dynamic styling and antiphonary engineering. These versatile and well-equipped vehicles also have similar safety, reliability and service quality as those of Hyundai. These attributes are intended to invoke emotions associated...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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