The global value of the Kia Motors brand has grown by 12% over the last year, according to Interbrand’s exclusive list of the 100 ‘Best Global Brands’.
Findings from the 2016 study, released today, revealed that Kia has risen five spots to become the 69th most valuable brand in the world. The Korean manufacturer’s estimated brand value grew from US$5.7 billion in 2015 to US$6.3 billion in 2016. This represents a seven-fold (603%) increase since 2006, the year in which the brand declared design-driven management as a key strategy behind the company’s future growth.
According to Senior Vice President of the Corporate Marketing Division, KIA motors, Charles Suh, “Despite economic uncertainty and stagnation in the automotive market across a number of regions, this welcome rise in Kia’s brand value is a clear reflection of extensive company-wide efforts to ensure consistent and continuous growth in our brand power. This result provides us with further motivation to continue our mission to become the most desirable automotive brand in the eyes of consumers” ,
While speaking, Global Director of Brand Valuation, Interbrand, Mike Rocha said, “Kia’s impressive growth in brand value in recent years can be seen as a direct result of consumers’ strengthening attachment to the highly desirable designs and features of Kia’s product line-up, and engagement with worldwide communications activities centered on developing the brand’s image. Kia’s brand performance in the European market in particular has been driven by a strong SUV line-up, as well as engaging experiential customer communications programs, on- and off-line.”
This significant – and sustained – growth is a result of company-wide efforts to strengthen the brand and cultivate a more emotional attachment to Kia and its products among consumers. Since 2012, Kia’s global brand campaign, A Different Beat, has enabled the company to emphasize the vibrant, reliable and distinctive nature of its cars.
