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Hyundai and Kia: Automobile Branding in China  
Product Ref: 07/314C Company: Beijing Hyundai Motor Corporation
Dongfeng Yueda Kia Motors

Product Type: Case Industry: Automobiles & Components

Related Product(s): Teaching Note
Authors: Yong June Kim   Amy Tang
Beijing Hyundai Motor Corporation and Dongfeng Yueda Kia Motors were both troubled by the problematic sales trend of their locally branded cars. At the same time, a Brand Power Research Study conducted by Hyundai and Kia in China showed that both companies still had significant room for improvement in strengthening the power of their corporate branding in inducing consumer purchases. This case illustrates the importance of global branding when companies expand overseas. It allows students an opportunity to evaluate corporate and car branding at both international and local levels.
Functional Area : Marketing

Issues: Branding strategy decisions, local versus international branding issues, Automobile, Marketing, Branding
Length: Text: 16 pages
Exhibits: 22 pages
Country: China (People's Rep. of)

Pub. Year: 2007 Level of Difficulty: 3
This product type is available in the following language(s):      English
Related Information: N/A
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Case (07/314C) HK$58 / US$7.5
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