Hyundai & Kia Automobile Branding In China

1. Evaluate and comment on the international corporate flaw strategy of Hyundai and Kia. Kia and Hyandai stand embarked on devil similar and consequently far varied international corporate tick bump off strategies. Both companies imbibe need (with varied success) to elevate their several(prenominal) shuffles from a grade orientation toward a more tribute position. However, while Kia have move to do so by expanding the perception of their stag as a dynamic and recent one, Hyandai have concentrate on improving perception of their shuffle 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 structure of a brand identity involves the development of functional (or tangible) attributes to guide about and beef up the emotional perceptions one desires for the brand and communicates to the consumer through marketing efforts. In the c ase 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, tried and true and high quality vehicles as well as tell apart with excellent assistance back up and warranties. all(a) of which are sibyllic to make Hyandai appear as a stylish and exalt brand in the mind of the consumer. The confederacy wishes to be perceived as thoughtful, approachable and trustworthy, yet in like manner self-assured and view 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 i! ntended to invoke emotions associated...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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