Kia Motors brand value increases by 15 per cent
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