Kia Mo­tors brand value in­creases by 15 per cent

Shepparton News - Shepparton Car Weekly - - SHEPPARTON CAR WEEKLY -

Kia Mo­tors Cor­po­ra­tion has in­creased its brand value by 15 per cent over the past year to reach 83rd po­si­tion on the ex­clu­sive list of Top 100 Best Global Brands, ac­cord­ing to a 2013 study by In­ter­brand.

Kia first en­tered the Top 100 Best Global Brands last year, com­ing in 87th place, but has since risen four spots to reach an es­ti­mated brand value of US$4.7 bil­lion. This rep­re­sents a 15 per cent or US$619 mil­lion, in­crease from last year’s es­ti­mated brand value and far ex­ceeds the over­all top 100 brands’ av­er­age value growth rate of 8.4 per cent.

Strate­gic brand build­ing ac­tiv­i­ties in 2013 have in­cluded the con­tin­ued roll out of a newly de­vel­oped brand iden­tity sys­tem that em­bod­ies three core brand char­ac­ter­is­tics: vi­brant, dis­tinc­tive and re­li­able.

This new brand iden­tity sys­tem is be­ing driven across Kia’s global net­work both in­ter­nally and ex­ter­nally and has paved the way for in­no­va­tive mar­ket­ing ini­tia­tives such as the col­lab­o­ra­tive branded en­ter­tain­ment cam­paign with DreamWorks An­i­ma­tion’s The Croods mo­tion pic­ture for the global launch of the all-new Carens MPV (known as ‘Rondo’ in some mar­kets).

In the United States, the new brand iden­tity sys­tem has given added mo­men­tum to Kia’s cut­ting-edge lead­er­ship in mu­sic, with sig­nif­i­cant cred­i­bil­ity gained within the in­dus­try and with con­sumers thanks to con­tin­u­ing spon­sor­ship of the MTV Mu­sic Awards and Van’s Warped Tour, along with the suc­cess­ful Soul ham­ster ad se­ries and Su­per Bowl ads.

In ad­di­tion, strik­ing an ap­peal with Kia’s young-at heart tar­get cus­tomers through ma­jor sports spon­sor­ships such as the FIFA World Cup, Aus­tralian Open and NBA, along with a strong fo­cus on dig­i­tal and so­cial mar­ket­ing, have been key com­po­nents driv­ing the Kia brand for­ward glob­ally.

This lat­est recog­ni­tion by In­ter­brand fol­lows hot on the heels of Kia’s re­cent in­tro­duc­tion to In­ter­brand’s 50 Best Global Green Brands 2013, in which Kia placed 37th in June.

For a full run­down on all things Kia, call into Thompson Kia, Be­nalla road Shep­par­ton. Or call Gary on 58222 666.

Kia moves ahead four places in 2013 to 83rd place on global top 100 brand rank­ing study

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