Hyundai & Kia Automobile Branding In China

1. Evaluate and comment on the international corporate disfigurement strategy of Hyundai and Kia. Kia and Hyandai stand embarked on two similar and therefore far varied international corporate tick murder strategies. Both companies imbibe need (with varied success) to elevate their several(prenominal) dishonors from a grade orientation toward a more gift position. However, while Kia have try to do so by expanding the perception of their tick off as a dynamic and immature one, Hyandai have concentrate on improving perception of their stigmatize 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 exploit about and beef up the emotional perceptions one desires for the brand and communicates to the consumer through marketing efforts. In t he 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, steady-going and high quality fomites as well as experience with excellent assistance back up and warranties. all(a) of which are supposed to make Hyandai appear as a stylish and animate brand in the mind of the consumer.

The play along wishes to be sensed as thoughtful, approachable and trustworthy, yet in addition self-assured and see as a global player. In sum, Hyundai desires to be the vehicle manufacturer that allows consumer s 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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