Kia 2010 Annual Report Download - page 17

BUILDING THE BASIS FOR
BRAND MANAGEMENT
● Announcing brand management plans
● Mapping out action plans for
each sector/region
STRENGTHENING BRAND
MANAGEMENT
● Establishing a brand management/
assessment system
● Launching new cars partially
reflecting the brand identity
ACCELERATING BRAND
MANAGEMENT
● Launching new cars that fully
reflect the brand identity
● Strengthening the global brand
management system
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Phase 1
(2005-2007)
Phase 2
(2008-2010)
Phase 3
(2011-2015)
Kia Motors’ brand
management aim is to win
customers’ heart. Outstanding
product quality, safety and
convenience are only the
beginning; beyond that, we
need to connect with the
things that bring people joy
and happiness, so they can see
Kia as a symbol for everything
that is good about life.
With the adoption of Design Management as the core of our competitiveness,
we made the decision to alter our whole approach to brand management,
and declared 2005 as the year that Kia would start to create a new brand
identity for worldwide use. We decided that ‘vitality in daily life’ should form
the essential character of the Kia brand, and in 2008 we formed a task force to
execute global brand management and build the value of the Kia brand.
In order to ensure the successful management of our brand identity, each new
vehicle concept from the earliest development stage is reviewed in terms of
its product identity and design identity for better quality and more creative
design. This is the process that most recently resulted in the 2010 launch of
the Optima (K5) and Sportage (Sportage R), both of which clearly display the
full identities of the Kia product family.
Going a step further, Kia Motors has prioritized the management of our space
identity at customer contact points, which essentially means the consistent
design of our showrooms so as to derive maximum value from the Kia brand
identity. The company has recently completed renovations to all its sales
branches as the main method of executing a comprehensive Space Identity
strategy.
Kia Motors’ brand management programs target not just our
customer contact points, but are also applied to in-house campaigns
aimed at employees and executives. The main goal is to ensure the
unity and consistency of our brand message, and to remind our
people that all their work tasks should support and build the Kia
brand. Specific activities include regular tracking reviews to monitor
brand activity performance, and dissemination of brand manuals and
videos. Furthermore, our brand identity is affixed to stationeries,
facilities and equipment which are a constant companion for all Kia
workers.
Our brand management efforts ultimately rely on our ability to
release into the market new cars that people can identify with and
love to drive. We conduct regular Brand Potential Index surveys
to ensure that people then associate these cars with fun and free
lifestyles. Every year our BPI score has risen dramatically, pointing
to steadily increasing customer satisfaction and brand loyalty. Over
time, this has led to a virtuous cycle of sales momentum that
supports the sustainable growth of Kia Motors.
Uplifting Kia’s Brand Power
Making Everyday Life Fun
and Dynamic
Branding
DEFINITION OF
BRAND MANAGEMENT
Establishing the brand
identity (goal setting)
Starting Point
Improving customer
awareness + Establishing a
differentiated image
Directions
Securing consistency
and continuity among
sectors
Activities by Sector
34 COMPONENTS OF SUSTAINABLE GROWTH 35
KIA MOTORS ANNUAL REPORT 2010