Kia Motors Brand Audit Mackin Bannon, Liz Gibbons, Rachel Greenberg, Meredith Starrs, Michelle Werner
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Kia Motors Brand Audit
Mackin Bannon, Liz Gibbons, Rachel Greenberg, Meredith Starrs, Michelle Werner
2
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
6
Industry Size and Revenue
Industry
Kia
M/C
F
7
Major Trends
Millennials entering the
workforce
Environmental concerns
Rises in loan duration
8
Customer Wants and Needs
Higher MPG
Technology integration
Electric and hybrid cars
Safety
Luxury/style aspect
9
Key Competitors
10
11
12
13
Product Innovations
Safety
•
•
•
•
Technology
•
Environment
•
14
Customer-Based Brand Equity Assessment
15
Brand Awareness
16%
16
Brand Awareness
16% 98%
17
Brand Awareness
82% 13%
The Power to Surprise
16%
18
Brand Awareness
Social Media
Traditional Media
19
Brand Associations
Survey Results
20
Brand Associations
Customer-Generated Online Reviews
•
21
Brand Associations
The Problem
•
•
•
•
•
22
Customer-Based Brand Equity
Brand Salience
•
Honda:
Toyota:
Ford:
Chevrolet:
Kia:
61%
60%
47%
26%
16%
23
Customer-Based Brand Equity
Brand Performance
•
Kia doesn’t rank top 5: Kia does rank top 5:
24
Customer-Based Brand Equity
Brand Imagery
•
Mean: 2.42/5.00
Mean: 2.76/5.00
25
Customer-Based Brand Equity
Consumer Judgments
•
Mean: 2.78/5.00
Mean: 2.33/5.00
26
Customer-Based Brand Equity
Consumer Feelings
•
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
27
Customer-Based Brand Equity
Consumer-Brand Resonance
•
Mean: 4.11/5.00 (negatively correlated)
Mean: 1.80/5.00
28
Customer-Based Brand Equity
Takeaways
Lack of significant
product issues
Improve warmth in
light of service
complaints
Brand equity is
struggling
Polarizing ads
29
Brand Portfolio Analysis
30
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
31
Subbrand Strategy
32
Strategic Brands
33
Strategic Brands
Optima
•
•
•
34
Strategic Brands
Soul
•
•
35
Strategic Brands
Sorento
•
•
36
Future Power Brands
37
Linchpin Brands
38
Silver Bullet Brands
39
Cash Cow Brands
•
•
•
•
40
Visual Identity
Logo Design:
Color Schemes:
Font:
Brand Character:
Spokesperson:
41
Verbal Identity
Slogan:
Name:
Tone of Voice in Ads:
42
Strategic Recommendations
43
New Logo
A New Look for a New Campaign
•
•
•
•Kia Motors
44
Brand Characters
Dancing Hamsters on Social Media
•
•
•
•
45
Celebrity Endorser
Anna Kendrick
•
•
•
•
46
CEO Apology
“Bring us to your leader”
•
•
•
•
47
48
Questions?
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