Kia 2015 Annual Report Download - page 39

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DIFFERENT WAYS TO MEET
‘A DIFFERENT BEAT’
Kia Motors communicates with customers through
diverse channels to deliver a full Kia experience, so that
customers can see us as more than just a company that
manufactures and sells automobiles. We implement
‘sensory branding’ initiatives as part of this effort,
encouraging customers to experience the Kia brand
through all five senses. To this end, in March 2013 we
unveiled the ‘Advent of the Kians’, our brand identity
song, to publicize the Kia brand identity through
sound. In October, we developed the ‘Kia Fragrance’
to communicate our brand ethos through the sense of
smell. We then unveiled sonic branding initiatives in July
2014 to enable people to experience the dynamism of
the Kia brand through sound, and in October 2014 we
introduced the ‘Taste of Kia’ recipes to underline Kia’s
young and sophisticated brand characteristics. These
distinctive branding activities have further strengthened
the Kia brand worldwide.
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ANNUAL REPORT 2015 |