Kia 2014 Annual Report Download - page 22

Kia Motors rst established a global brand essence to the world
by declaring its global brand management strategy in 2005, at
which time it introduced “Exciting and Enabling” as its new brand
essence. In order to further boost our global brand awareness, we
created a new brand essence, “A Different Beat”, in 2012 which
illustrates our goal of becoming the most preferred automotive
brand by offering a unique driving experience.
“A Different Beat” means that we strive to enrich the lives of
our customers through our products, like the beat of music that
moves our customers’ hearts. This brand essence shows our
intention to become a leader in the world automotive industry
based on our dynamic growth and has been imprinted in the
minds of customers in a lively and persuasive manner through
three core identities: Vibrant, Distinctive, and Reliable.
“Vibrant” means invigorating customers’ lives through a
challenging spirit and a positive attitude. “Distinctive” involves
producing designs with unique characteristics and cutting-edge
technologies. “Reliable” is our promise to be a responsible brand
that never compromises on performance, safety, convenience,
or quality. In addition to “A Different Beat”, we have also been
working to raise our brand awareness under the global slogan,
“The Power to Surprise.”
In 2014, we carried out our new global brand campaign “RE:
Design”. Our ongoing focus on design ensures that the styling
of our vehicles is always unique and exciting. During the “RE:
Design” campaign, which is aimed at South Korea, China, and
Germany among other countries, we held a contest for stories
about a “Father & Son Road Trip”. This contest showed just one
of the ways in which Kia can provide vibrant experiences in our
customers’ lives: a well-designed Kia vehicle can make a special
father and son road trip even more enjoyable.
The status and sustainability of a company is determined by its
brand value. In 2012, we rst entered the ranks of the 100 Best
Global Brands, the denitive list of the world’s most valuable
brands released every year by Interbrand, the world’s top brand
consulting company. And we have sustained continuous growth
ever since, showing that we continue to live up to our brand
slogan, “The Power to Surprise”.
In 2013, we rose to 83rd place on the Best Global Brands list,
and in 2014, we advanced to 74th position with brand value
reaching US$5.4 billion for year-on-year growth of 14.5%, while
registering the highest rise in the rankings among all automakers.
Kia Motors has demonstrated explosive growth since its declaration
of design management in 2007, growing its brand value by 480%
from US$900 million in 2007. Interbrand recognized our continued
branding efforts that target design conscious consumers. Kia Motors
will continue to dene its brand identity and increase its popularity in
both developed and emerging markets through innovative designs
and differentiated strategies.
A Different Beat:
Brand essence of Kia Motors
Best Global Brands 2014
Kia Motors is adding luxury,
fun and uniqueness to its
brand image through its
contributions to society and
unwavering support for
culture and the arts.
Branding
Kia Motors aims to be the most preferred automotive brand
by providing a unique driving experience. Our brand essence,
“A Different Beat,” represents our commitment to offering
products that are vibrant, distinctive and reliable. As a result
of our ongoing brand building efforts, Kia ranked 74th on
Interbrand’s 2014 list of 100 Global Best Brands.
40 41
Annual Report 2014Our Strengths