8. Hyundai-Kia-Brand Differentiation

Hello, team members.
Here, I am writing about another big car companies and their brand differentiation strategy.
Hyundai and Kia will have new global brand values, says Hyundai Group. Hyundai is to be "refined and confident," and Kia will be "exciting and enabling."Hyundai Group wants to keep its Hyundai and Kia brands separate — and has drawn up a new global brand management strategy to help it achieve this.Under the plan, Hyundai and Kia will pursue differentiated brand images and will be promoted under separate global brand slogans. The Hyundai slogan, "Drive your way," is intended to convey "refined and confident" brand attributes. Kia's slogan, "The Power to Surprise," is designed to put over "exciting and enabling" brand values, the company said in a statement.Hyundai-Kia Automotive group chairman, Chung Mong-koo, said, "These new brand identities have been established to ensure complete differentiation between Hyundai and Kia, as well as from our global competitors."
What this means to you: As Hyundai and Kia move closer at an industrial level through shared platforms, their brand images need to get further apart. Pushing Hyundai upmarket and aiming Kia at younger buyers makes a lot of sense — providing the product is good enough.
http://www.edmunds.com/insideline/do/News/articleId=104437
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