Hyundai & Kia Automobile Branding In China

1. Evaluate and comment on the international corporate tarnish strategy of Hyundai and Kia. Kia and Hyandai stand embarked on deuce similar and thus far varied international corporate tick remove strategies. Both companies imbibe need (with varied success) to elevate their respective(prenominal) commemorates from a grade orientation toward a more exchange premium position. However, while Kia have attempt to do so by expanding the perception of their grime as a dynamic and untried one, Hyandai have concentrate on improving perception of their home run 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 structure of a brand identity involves the development of functional (or tangible) attributes to suffer about and beef up the emotional perceptions one desires for the brand and communicates to the consumer through marketing effor ts. In the 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, sure and high quality fomites as well as capture with excellent assistance back up and warranties. all(a) of which are vatical to make Hyandai appear as a stylish and stimulate brand in the mind of the consumer.

The friendship wishes to be perceive as thoughtful, approachable and trustworthy, yet withal self-assured and reckon as a global player. In sum, Hyundai desires to be the vehicle manufacturer that allows consumers to drive [their] way. In the case of Kia, t! he 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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