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Kia Motors Brand Audit
Mackin Bannon, Liz Gibbons, Rachel Greenberg, Meredith Starrs, Michelle Werner
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Contents
3
Industry and Brand Assessment
4
Brief History of the Brand
5
Market Share
18.9
18.6
14 8.1
7.3
33.1
Toyota Motor Corp.
General Motors Corp.
Ford Motor Co.
Hyundai-Kia Automotive Group
Honda Motor Co. Ltd.
Other
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Industry Size and Revenue
Industry
Kia
M/C
F
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Major Trends
Millennials entering the
workforce
Environmental concerns
Rises in loan duration
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Customer Wants and Needs
Higher MPG
Technology integration
Electric and hybrid cars
Safety
Luxury/style aspect
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Key Competitors
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11
12
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Product Innovations
Safety
•
•
•
•
Technology
•
Environment
•
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Customer-Based Brand Equity Assessment
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Brand Awareness
16%
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Brand Awareness
16% 98%
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Brand Awareness
82% 13%
The Power to Surprise
16%
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Brand Awareness
Social Media
Traditional Media
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Brand Associations
Survey Results
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Brand Associations
Customer-Generated Online Reviews
•
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Brand Associations
The Problem
•
•
•
•
•
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Customer-Based Brand Equity
Brand Salience
•
Honda:
Toyota:
Ford:
Chevrolet:
Kia:
61%
60%
47%
26%
16%
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Customer-Based Brand Equity
Brand Performance
•
Kia doesn’t rank top 5: Kia does rank top 5:
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Customer-Based Brand Equity
Brand Imagery
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Mean: 2.42/5.00
Mean: 2.76/5.00
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Customer-Based Brand Equity
Consumer Judgments
•
Mean: 2.78/5.00
Mean: 2.33/5.00
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Customer-Based Brand Equity
Consumer Feelings
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Warmth:
Fun:
Excitement:
Security:
Social Approval:
Self-Respect:
2.29/5.00
2.80/5.00
2.58/5.00
2.62/5.00
2.36/5.00
2.36/5.00
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Customer-Based Brand Equity
Consumer-Brand Resonance
•
Mean: 4.11/5.00 (negatively correlated)
Mean: 1.80/5.00
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Customer-Based Brand Equity
Takeaways
Lack of significant
product issues
Improve warmth in
light of service
complaints
Brand equity is
struggling
Polarizing ads
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Brand Portfolio Analysis
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Brand Portfolio Structure
Hyundai
Kia
Luxury
K900
Cadenza
Sedan
Forte
Optima
Rio
Compact
Forte Koup
Forte5
Rio 5-door
SUV & Crossover
Sportage
Soul
Sorento
Minivan
Sedona
Hybrid
Optima Hybrid
Electric
Soul EV
Features
UVO
Warranty
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Subbrand Strategy
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Strategic Brands
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Strategic Brands
Optima
•
•
•
34
Strategic Brands
Soul
•
•
35
Strategic Brands
Sorento
•
•
36
Future Power Brands
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Linchpin Brands
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Silver Bullet Brands
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Cash Cow Brands
•
•
•
•
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Visual Identity
Logo Design:
Color Schemes:
Font:
Brand Character:
Spokesperson:
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Verbal Identity
Slogan:
Name:
Tone of Voice in Ads:
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Strategic Recommendations
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New Logo
A New Look for a New Campaign
•
•
•
•Kia Motors
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Brand Characters
Dancing Hamsters on Social Media
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•
•
•
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Celebrity Endorser
Anna Kendrick
•
•
•
•
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CEO Apology
“Bring us to your leader”
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•
•
•
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Questions?
