socialmedian: Hyundai - A brand desperate to rebrand

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Hyundai - A brand desperate to rebrand

Source: Asian Brand Strategy

Sep 15, 2009

Summary

It is a well accepted fact within the corporate world that one of the most valuable corporate assets is the brand a company owns. As such, companies strive very hard to create brands that resonate with customers. For any brand to resonate with customers, it has to tell a compelling story, and offer value to customers that go beyond tangible features. It sounds too simple to be true.

Hyundai Motor Company has found out just this the hard way. Hyundai has been struggling with its brand for long now. When Hyundai cars were introduced in the US market, it had no prior brand value. To make matters worse, its quality was highly questionable. But realizing this, the brand made amends to the quality. Quality improved gradually to a level where it was rated much better than Honda and Toyota's quality by various consumer reports. Its quality lagged behind only that of Lexus and Porsche.

Consumer Reports included two of Hyundai's models in the top five "Most Impressive" models among the 2007 models. Riding this confidence wave, Hyundai introduced many high models such as ...Read the full article

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