Kia Motors brand value increases by 15% to USD 4.7 billion
- Kia moves ahead four places in 2013 to 83rd place on global top 100 brand ranking study
SEOUL, Sept. 30, 2013 /CNW/ - Kia Motors Corporation has increased its brand value by 15% over the past year to reach the 83rd position on the exclusive list of 'Top 100 Best Global Brands,' according to a 2013 study released today by Interbrand, the world's largest brand consultancy agency.
Kia first entered the 'Top 100 Best Global Brands' last year, coming in 87th place, but has since risen four spots to reach an estimated brand value of USD 4.7 billion. This represents a 15%, or USD 619 million, increase from last year's estimated brand value and far exceeds the overall top 100 brands' average value growth rate of 8.4%.
Strategic brand building activities in 2013 have included the continued roll out of "A Different Beat," a newly developed brand identity system that embodies three core brand characteristics: vibrant, distinctive and reliable. This new brand identity system is being driven across Kia's global network both internally and externally and has paved the way for innovative marketing initiatives such as the collaborative branded entertainment campaign with DreamWorks Animation's "The Croods" motion picture for the global launch of the all-new Rondo (known as 'Carens' in some markets).
In addition, striking an appeal with Kia's young-at heart target customers through major sports sponsorships such as the FIFA World Cup, Australian Open and NBA, along with a strong focus on digital and social marketing, have been key components driving the Kia brand forward globally. Over the past few years the Kia brand has garnered a significant presence within the digital realm by taking an innovative communications approach in connecting with customers online. Kia has more than 250 global and local social media profiles that constitute a reach of some 1.4 billion people who are having more than 300,000 Kia-related conversations daily in the form of comments, sharing, postings and mentions.
This latest recognition by Interbrand follows hot on the heels of Kia's recent introduction to Interbrand's 50 Best Global Green Brands 2013, in which Kia placed 37th this past June.
The 2013 edition of Interbrand's annual 'Top 100 Best Global Brands' study was executed through a comprehensive brand performance analysis using best practice research methodology by expert analysts. The study measures a corporation's financial performance in terms of the raw financial return to investors; role that a brand plays in the actual purchase decision; and brand strength, which is the ability of a brand to secure the delivery of expected future earnings.
About Kia Motors Corp.:
Kia Motors Corporation (www.kiamotors.com) - a maker of quality vehicles for the young-at-heart - was founded in
1944 and is Korea's oldest manufacturer of motor vehicles. Over 2.5
million Kia vehicles a year are produced in 15 manufacturing and
assembly operations in ten countries which are then sold and serviced
through a network of distributors and dealers covering 149 countries.
Kia today has over 47,000 employees worldwide and annual revenues of
US$39 billion. It is the major sponsor of the Australian Open and an
official automotive partner of FIFA - the governing body of the FIFA
World Cup™. Kia Motors Corporation's brand slogan - "The Power to
Surprise" - represents the company's global commitment to surprise the
world by providing exciting and inspiring experiences that go beyond
expectations.
About Kia Canada Inc.:
Kia Canada Inc. (www.kia.ca - www.facebook.com/kiacanada) a maker of quality vehicles for the young-at-heart is a subsidiary of
Kia Motors Corporation (KMC) which was founded in 1999 and sells and
services high quality, class leading vehicles like the Soul, Forte,
Optima and Sorento through a network of 181 dealers nationwide. Kia
Canada Inc. employs 159 people in its Mississauga, Ontario headquarters
and four regional offices across Canada, with an all-new
state-of-the-art facility in Montreal. Kia's brand slogan "The Power to
Surprise" represents the company's global commitment to surprise the
world by providing exciting & inspiring experiences that go beyond
expectations.
SOURCE: KIA Canada Inc.
Jack Sulymka T: 905.755.6266
National PR and Corporate Partnerships Manager C: 905.301.6207
Kia Canada Inc. E: [email protected]
Daniel Ponzini T: 905.755.6415
Public Relations and Events Coordinator C: 647.462.8986
Kia Canada Inc. E: [email protected]
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