Hyundai and Kia Essay

The international corporate tarnishing strategy of Hyundai and Kia are uniform yet varied. twain organizations put plans into action that would potentially catapult their discolorations into the first-class food food market share position. Hyundai began its strategic scratching work out by focusing on improving the perception of their brand, positioning itself as a maker of fine and confident automobiles. While Kia attempted to improve consumer perception by billing the maker as an excite and enabling automaker. Brands must adapt and communicate in more ways than one to r for each one a fragmented and or distracted audience. The challenges associated with rebranding the identity of both Hyundai and Kia involved the development of purposeful attributes to bring around and reinforce the emotional perceptions.For example, Kias world(a) pledge or brand promise was built on the makers commitment to surpass customer expectations through continuous innovation. To fortify this prom ise, through brand positioning, Kia incorporated six attributes into its intersections dynamic styling, responsive engineering, well-equipped vehicles, versatility, safety and reliability, and top-tier product and service fiber. Integrating the six attributes added to the brands see of quality. Even if a consumer had never experienced the handling of any Kia product, the brand construe conveys quality quality backed by market surveys, reports, market positioning, target advertising, pricing, and other facts that represent a brand image of quality to the world. Corporate branding strategies can add significant value in terms of service of process the entire corporation to convert awareness into brand consideration in the consumer purchase process.The overly gross(a) automobile market in chinaware and Korea is problematic in that the number of cars being manufactured doesnt allow consumers to focus on the brand message. This is evident of the lackluster sales of the NF YU Xiang of Hyundai and Tianlime of KIA Motors. Both President Noh and leeward crafted a branding strategy for each of their brands to boost sales. Analyzing the data provided, branding modifications could have been made in a few areas.Initially, the case suggests that in that respect were too many cars being made in China and not enough focus on consumer needs by connect it to BrandAwareness. Chinese consumers were tender to price and fuel efficiency, which affected brand choice. Automobiles were also viewed as a young persons desire for a lifestyle change rather than the need for convenient transportation. So consumers preferences were base on emotional and intangible attributes such as style/outlook, and brand image. Improvements could have been made with its brand logo through brand revitalization to revolutionize the brand in order to regain equity. investigate has indicated that Asian consumers prefer a brands foreign names to its American name. The companies should have schematic the same concept with the two declining brands instead of retaining the local brand name or expanded the brand awareness by using the local brand as one of the vehicles in the taxi witness that did so well, instead of the ball-shapedly recognized brand-Sonata.The luxury sedan Equus will be launched in China in the E segment by BHMC. President Noh must focus on global customer-based brand equity and global brand positioning for this next line of cars. To establish a global customer-based brand equity, President Noah must create brand salience to distinctively differentiate marketing concepts for each market it will introduce the vehicle in. Brand image can be tricky in a global market because of existing competition, so they must analyze the competitors in each market and focus on meeting a diverse group. The consumers response to the brand must wind up positive judgment, consumers must find the vehicle of good quality, and it should be worthy of consideration and superior to sim ilar cars lines. Finally, the company must cultivate resonance for the consumers they must have enough opportunities and incentives to purchase and own this vehicle. market for the product and a prototype must be in the market place long ahead full production is underway.To establish global brand positioning, each market must be rewrite by defining the core brand association, identifying point-of-parity, points-of-difference and crafting a brand mantra for the Equus (Keller, 2012, p. 492). To establish standards and customize this product against the competition and for it to do well in the marketplace, President Noh must focus on product strategy-consumer behaviors dialogue strategy advertising distribution strategy-retailers and types of channels and pricing strategy-value for the consumer. Marketers are blending global objectives with local concerns, there must be sufficient levels of brand awareness andstrong, favorable and unique brand associations in the market the brand i s sold to provide and build brand equity (Keller, 2012, p. 511)