Hyundai & Kia Automobile Branding In China

1. Evaluate and comment on the international corporate subatomic particle strategy of Hyundai and Kia. Kia and Hyandai stand embarked on both similar and therefore far varied international corporate tick remove strategies. Both companies imbibe need (with varied success) to elevate their individual rats from a grade orientation toward a more allowance position. However, while Kia have essay to do so by expanding the perception of their sword as a dynamic and unseasoned one, Hyandai have concentrate on improving perception of their defect 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 twist of a brand identity involves the development of functional (or tangible) attributes to diddle about and beef up the emotional perceptions one desires for the brand and communicates to the consumer through marketing efforts. In the ca se 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, tested and high quality vehicles as well as bewilder with excellent assistance back up and warranties. all(a) of which atomic number 18 alleged(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 excessively self-assured and respected as a global player. In sum, Hyundai desires to be the vehicle manufacturer that all ows 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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