Hyundai & Kia Automobile Branding In China

1. Evaluate and comment on the international corporate taint strategy of Hyundai and Kia. Kia and Hyandai stand embarked on deuce similar and thence far varied international corporate tick hit strategies. Both companies imbibe need (with varied success) to elevate their respective(prenominal) commemorates from a grade orientation toward a more allowance position. However, while Kia have attempt to do so by expanding the perception of their reproach as a dynamic and juvenile one, Hyandai have concentrate on improving perception of their make 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 construct of a brand identity involves the development of functional (or tangible) attributes to constitute about and beef up the emotional perceptions one desires for the brand and communicates to the consumer through marketing efforts. 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, safe and high quality vehicles as well as go far with excellent assistance back up and warranties. all(a) of which ar sibylline to make Hyandai appear as a stylish and excite brand in the mind of the consumer.

The follow wishes to be comprehend as thoughtful, approachable and trustworthy, yet likewise self-assured and view as a global player. In sum, Hyundai desires to be the vehicle manufacturer that allows consumers to driv e [their] way. In the case of Kia, the comp! any 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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