| Hyundai and Kia: Automobile Branding in China
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| Product Ref: |
07/314C |
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Company: |
Beijing Hyundai Motor Corporation
Dongfeng Yueda Kia Motors
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| Product Type: |
Case |
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Industry: |
Automobiles & Components
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| Related Product(s): |
Teaching Note
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| 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. |
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| Functional Area : |
Marketing
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Issues: |
Branding strategy decisions, local versus international branding issues, Automobile, Marketing, Branding |
| Length: |
Text: 16 pages
Exhibits: 22 pages
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Country: |
China (People's Rep. of)
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| Pub. Year: |
2007 |
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Level of Difficulty: |
3 |
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This product type is available in the following language(s):
English
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| Related Information: |
N/A
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