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Kia Motors brand value skyrockets

DUBAI, October 9, 2014

Kia Motors Corporation, one of the leading automobile manufacturer, has been ranked in Interbrand’s exclusive list of 100 ‘Best Global Brands 2014’ following the brand value of the company skyrocketing by 480 per cent from $929 million to $5.4 billion since 2007.

Kia first entered Interbrand’s annual 100 ‘Best Global Brands’ rankings in 2012, coming in 87th place with brand value of $4.1 billion, and subsequently rose four spots to 83rd position in the 2013 study following a 15 per cent increase in brand value to $4.7 billion.

During the past year, Kia’s brand value increased by a further 15 per cent to $5.4 billion, elevating the Korean automaker nine places to the 74th position. Kia’s increase in brand value according to this year’s study is more than double that of the top 100 companies’ average brand value growth rate of 7 per cent.

Hyoung-Keun (Hank) Lee, vice chairman of Kia Motors, said: “We at Kia are committed to creating unsurpassed levels of customer value in the automotive industry, and our rise up Interbrand’s ‘Best Global Brands’ rankings this year is a testament to the dedication of all Kia employees worldwide to exceeding customer expectations in every area of the business.”

Interbrand said: “As a result of its continued branding efforts, expressed in the slogan, ‘The Power to Surprise’, the Korean automobile manufacturer successfully repositioned itself from an image of low cost and low quality and is now targeting more design conscious consumers who value an emotional connection to their brand.”

The significant increase in Kia’s brand value over the past year can be attributed to factors such as the continued roll-out of high profile marketing activities including this year’s sponsorship of the 2014 Fifa World Cup Brazil and Australian Open tennis championship, an ongoing new product offensive featuring the launch of twelve 12 next generation or significantly upgraded models in 2013 and 2014, and a 4 per cent rise in average selling price of exported vehicles during the first half of 2014 compared to the same period of the previous year. – TradeArabia News Service
 




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