Kia 2015 Annual Report Download - page 38

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Kia Motors strives to deliver ‘A Different Beat’ to customers
all across the globe. We want our customers to enjoy excitement
in their driving and daily lives. By delivering on this promise,
we are growing into a world-leading brand.
‘A DIFFERENT BEAT’ POWERED BY KIA
With our commitment to ‘The Power to Surprise’, we
deliver a consistent brand image at all customer contact
points, enhancing awareness of both the Kia brand and
our corporate image. ‘A Different Beat’ has defined
our brand identity since 2012, helping us to share how
we are delivering excitement and new experiences to
customers around the world. ‘A Different Beat’ consists
of three major elements: Vibrant, Distinctive, and
Reliable.
In 2015, we unveiled a collection of branded goods
so that more people can experience ‘A Different Beat’
in their daily lives. The ‘Rhythm in Basic’ concept was
conceived to embody our unique identity, and has
been visualized into patterns which are applied to car
accessories, travel and leisure goods, household items,
office supplies, fashion items, miscellaneous goods, and
goods for children. These items are sold through our
online shop at https://eshop.kia.com, and we plan to
add to the range of items available.
ONE OF THE BEST GLOBAL BRANDS IN 2015
Kia Motors communicates its global management,
design management, and social responsibility
management activities through a wide range of
branding activities. This has resulted in Kia being
selected by Interbrand, a global brand consulting
group, as one of the entrants for its Best Global
Brands 2015 in which we ranked 74th for the second
consecutive year. The value of our brand reached USD
5.7 billion, or around KRW 6.6 trillion, up 5% year-
on-year, and up more than six-fold since 2007 when
we launched our new design management strategy.
Kia Motors first entered the ranks of the 100 Best Global
Brands in 2012 in 87th place; we then rose to 83rd in
2013, and have now consolidated our 74th position
with a strong ambition to rise even further.
Best
Global
Brands
2015
34 | KIA MOTORS
BRANDING