Kia and Hyandai stand embarked on two similar and thus far varied international corporate tick offing strategies. Both companies imbibe need (with varied success) to elevate their respective brands from a grade orientation toward a more premium position. However, while Kia have attempted to do so by expanding the perception of their brand as a dynamic and youthful one, Hyandai have concentrate on improving perception of their brand as ruminative of a refined and modern image. Consequently, the two ideals in call of brand identity have emerged: Kia as exciting and modify and Hyandai as refined and confident.
The building of a brand identity involves the development of functional (or tangible) attributes to bring about and beef up the emotional perceptions one desires for the brand and communicates to the consumer through marketing efforts. In the case of the Hyandai brand, the go with has attempted to imbue their products with sleek designs, adroit systems, ergonomic interfaces and quality engineering. These safe, reliable and high quality vehicles as well as come with excellent assistance back up and warranties. all(a) of which are supposed to make Hyandai appear as a stylish and inspiring brand in the mind of the consumer.
The company wishes to be perceived as thoughtful, approachable and trustworthy, yet also self-assured and respected as a global player. In sum, Hyundai desires to be the vehicle manufacturer that allows consumers to drive [their] way.
In the case of Kia, the company has alternatively chosen to portray itself as a brand with the power to surprise. The functional attributes it has sought to incorporate into its vehicles are a more dynamic styling and antiphonary engineering. These versatile and well-equipped vehicles also have similar safety, reliability and service quality as those of Hyundai. These attributes are intended to invoke emotions associated...If you want to get a full essay, order it on our website: Ordercustompaper.com
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