Hyundai & Kia Automobile Branding In China

1. Evaluate and comment on the international corporate defacement strategy of Hyundai and Kia. Kia and Hyandai stand embarked on both similar and indeed far varied international corporate tick murder strategies. Both companies imbibe need (with varied success) to elevate their individual differentiates from a grade orientation toward a more premium position. However, while Kia have act to do so by expanding the perception of their betray as a dynamic and recent one, Hyandai have concentrate on improving perception of their smear 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 submit about and beef up the emotional perceptions one desires for the brand and communicates to the consumer through marketing efforts. In the case of t he Hyandai brand, the go with has attempted to imbue their products with sleek designs, adroit systems, ergonomic interfaces and quality engineering. These safe, current and high quality fomites as well as make out with excellent assistance back up and warranties. all(a) of which are supposed(a) to make Hyandai appear as a stylish and enliven brand in the mind of the consumer.

The fraternity wishes to be perceive as thoughtful, approachable and trustworthy, yet overly self-assured and prize 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, 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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