Kia 2009 Annual Report Download - page 17

The Kia Motors brand is synonymous with vitality, youth and adventure. The
power of our brand is that it touches emotional triggers of the customer not only
about the product’s quality and performance, but that it was created by people
who share the same values and priorities.
Branding
Kia Motors’ goal is to create a brand that energizes people when they encounter it in
their daily lives. We strive to be thought of as a leader, an innovator and a risk taker,
so as to attract dynamic customers who will themselves strengthen the value of the
Kia brand.
We specied our strategies for PI (Product Identity) and DI (Design Identity) to realize
the over-reaching BI (Brand Identity) that was established through the announcement
of our global brand management strategy in 2005. Since Kia’s BI has been reected
from the initial phase of new car development, our recently launched new cars
differentiate themselves from the competition in terms of performance and design,
thereby successfully garnering positive customer feedback.
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We are also constantly reading the pulse of the public, engaging professional market
researchers to monitor consumers’ response to our brand management efforts.
Similarly, we are always looking for ways to promote the Kia brand internally and foster
a company culture that supports, inspires and strengthens our brand.
At Kia, we conduct a regular large-scale tracking survey by regularly monitoring the
brand activity performance to gure out the competitiveness and drawbacks of the Kia
brand on a global scale and to establish a timely reporting system. At the same time,
we produce and distribute various internal brand promotion kits to form consensus
among all employees.
Furthermore, we strive to live out our brand to actually feel and enjoy our brand
strategies as employees and executives at Kia Motors. We have applied the Kia BI
concept to major facilities including conference rooms and training centers, and have
reected the BI to imbue the dynamism of the Kia brand in various materials including
calendars and diaries.
Thanks to such endeavors, Kia Motors’ brand competitiveness improved by about 8%
from 76% in 2005 to 84% in 2009 according to the regular Brand Performance Index
(BPI) survey. Moreover, Kia Motors is enjoying a greater spotlight as an increasingly
recognized global brand.
Kia Motors will continue to form a differentiated brand image that gives ‘joy and
vitality’ to customers by instilling trust among customers and spreading our customer
contact point-specic BI with a focus on brand management through improved quality
and enhanced customer services.
2008-2010
Strengthening
Brand
Management
Accelerating
Brand
Management
2011-2015
2005-2007
Building the
Basis for Brand
Management
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Establishing the brand
identity (goal setting)
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Improving customer
awareness + Establishing a
differentiated image
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Securing consistency and
continuity among sectors
Announcing brand
management plans
Mapping out action
plans for each sector/
region
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Establishing a brand
management/
assessment system
Launching new cars
partially reecting the
brand identity (BI)
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Launching new cars
that fully reect the
brand identity (BI)
Strengthening
the global brand
management system
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REDEFINING
MOBILITY
KIA MOTORS
ANNUAL REPORT
2009
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REDEFINING
MOBILITY
KIA MOTORS
ANNUAL REPORT
2009
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