slogan engineering

01/25/2005 09:25:00 PM
In the lifecycle of every brand, there comes a time when it needs to rise above awareness and add more dimensional substance to its offering.

For the value based automotive brands coming out of Korea, that time is now. This is because the Korean automotive giants Hyundai and Kia fear their positioning being usurped by the coming onslaught of Chinese value based automotive brands. A trend we are likely to see emerge in the next five years.

Since Hyundai and Kia are owned by the same holding company, it's probably smart to start to and differentiate. Brand tracking studies in research departments in Seoul are likely saying that both brands have an identical image, offering similar value and lately, reliability.

So where next? According to the Korea Herald "Hyundai Motor will build its image as "refined and confident," targeting customers who seek success and balance, while Kia will go for "exciting and enabling" to attract self-confident, adventurous customers who are young at heart. Separate marketing slogans were also announced - "Drive Your Way" for Hyundai and "The Power to Surprise" for Kia."

It appears that Hyundai and Kia have succeeded in making it to the first stage of their brand evolution, differentiating themselves from each other. The second stage is going to be the more challenging, differentiating your brand from everybody else.
Tags:

Comments
It appears you don't have Flash installed.
Email this article to a friend
Send an email to a friend with a link to this article. Items with an asterisk (*) are required.

Your Name:
*

Your Email:
*

Friend's Name:
*

Friend's Email:
*