Kia 2013 Annual Report Download - page 22

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(Unit: USD million)
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In 2013, Interbrand, the world’s top brand consulting
company, selected Kia Motors as the 83rd most
competitive brand in the world, an improvement over our
position in 2012 when we first entered the ranks of the
world’s top 100 brands in 87th place. Our brand value
reached USD 4.7 billion in 2013 for a year-on-year increase
of 15%.
Also in 2013, Kia Motors made its very first entry into
Interbrand’s “Best Global Green Brands 50”, debuting
in 37th place. This significant achievement reaffirms the
recognition we have received in the development of eco-
friendly vehicles and green production processes.
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Because Kia Motors sells its products in countries
all around the world, it is very important to deliver a
consistent brand image. In January 2013, we integrated
our homepage into a single address, www.kia.com, after
previously having different website addresses for each
country. This has improved customer convenience and
digital accessibility. We have also been executing corporate
advertisements and campaigns using the ‘A Different Beat’
concept in countries across the globe since 2012.
Kia’s unique identity is also featured in spaces where we
meet directly with customers. One example is the ‘Red
Cube’ concept for our showrooms that features Kia’s red
corporate identity color and a clean, modern design to
improve customer satisfaction. A new roadshow concept
developed in 2013 that gives consumers a chance to
experience our vehicles will be more widely executed
starting in 2014.
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In 2012, Kia Motors established its brand identity, ‘A
Different Beat’, embodying the unique values that we
aim to deliver to the world. ‘A Different Beat’ consists of
three specific characteristics – ‘vibrant’, ‘distinctive’, and
‘reliable’. ‘Vibrant’ means delivering customer experiences
that inspire through a challenging spirit, a positive attitude,
and proven abilities. ‘Distinctive’ refers to enriching the
customer experience through unique products and
designs, and the most cutting-edge technology. ‘Reliable’
shows that Kia Motors is a responsible automotive brand,
one that makes no compromises in performance, safety,
convenience or quality, as well as being a company
that contributes to society and the well-being of the
environment.
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