Kia 2012 Annual Report Download - page 29

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A Winning Global Reputation
Kia Motors was selected as one of the world’s top
100 brands in the 2012 Best Global Brands ranking by
Interbrand, the world’s top brand consulting company.
Coming in 87th place with brand value of USD 4.089
billion, up 50% from 2011, Kia Motors has made its first
entry into the world’s top 100 brands. Kia Motors is the
third Korean brand, following Samsung Electronics and
Hyundai Motor Company, to enter this prestigious list of
companies.
Kia’s brand value stood at a mere USD 1.1 billion in 2007,
but since then it has skyrocketed by about 273%
over the last five years despite the sluggish performance
of other automotive brands. This exponential growth is
attributable to our quality and design management, as
well as our brand management which we have focused on
since 2005 in order to strengthen our brand recognition
and corporate image. We will continue to improve our
brand value by effectively and consistently implementing
the Kia Motors brand identity at all customer contact
points throughout the world.
Setting a New Direction
For Kia Motors, elevating our brand is a long-term
commitment toward ensuring sustainable growth. In line
with this, we have remained true to who we are: a young
and dynamic brand. We redefined our brand as one that
is vibrant, distinctive and reliable, and will continue to
provide industry-leading product designs that have played
a strategic role in the recent evolution of the Kia brand.
We are engaging in distinctive brand activities, such as
the Kia Cinema, and collaborations with brands in different
industries, all with the goal of giving people a positive
impression of the Kia brand.
Thanks to these efforts, Kia successfully completed
its mid- to long-term growth plan, entitled ‘Kia Vision
2012,’ and we have set a new goal of becoming a tier 1
automotive brand by 2016. Our mission is to become
the most desirable brand among our target customers
by providing a new type of driving experience. Under
the philosophy of ‘value innovation’, we plan to deliver
differentiated value to our customers and achieve brand
value of USD 6.0 billion by 2016.
New Brand Identity System
In order to build a more concrete brand image on the
way to realizing our ‘Vision 2016’, Kia has established a
new Brand Identity System (BIS). It consists of a Brand
Essence, the expression of company’s values and
characteristics; Core Identities which support the Brand
Essence and form the foundation of how to work and
communicate; and a Brand Slogan which expresses the
brand identity to external audiences.
With our brand identity reflected in all areas of the
business, Kia will consistently deliver a unique brand
image at every customer contact point. For example, in
order to promote our brand identity more effectively, Kia
has set up a global brand communication strategy and has
been carrying out a global brand campaign since 2011.
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