Hyundai Sonata is helping with brand awareness
Brand value exceeds $10 billion for the first time, according to Interbrand’s Best Global Brands 2014
Hyundai Motor Company saw its brand value post another two-digit growth in 2014, fueled by the successful launch of the all-new Genesis and Sonata models, as well as the successful implementation of its Modern Premium brand direction, which has been attempted to create a more unified image for the brand worldwide as well as more of an emotional connection with its customers.
“Hyundai Motor is one of the fastest growing automotive brands in terms of both volume and brand value,” Interbrand said in a statement. “Hyundai Motor makes unique convenience features available across a broader range of vehicles to enhance driving experience and customer satisfaction, while its commitment to brand building extends to multiple touchpoints. As a result of these efforts, brand awareness of product attributes like design and the kind of brand loyalty that comes from an emotional connection are becoming key drivers over price.”
Hyundai Motor, whose brand value ranking rose three notches to reach the top global 40 ranking for the first time this year, is building a loyal fan base through continued enhancements in its product lineup, including innovative eco-friendly products such as the world’s first assembly-line produced ix35 Fuel Cell vehicle. With this in mind, it has become a slow burn brand in the fleet business.
“We’re implementing a wide variety of brand-related activites that aren’t simply focused on increasing sales, but are aimed at becoming a brand that our customers genuinely love,” said Won Hong Cho, Hyundai Motor’s Chief Marketing Officer. “We will continue to invest in our brand, by providing Hyundai Motor’s unique premium experience in all aspects of the customer’s journey with our brand.”
Ongoing investment in the brand, such as active involvement in high-profile sports marketing activites with UEFA, FIFA, and the World Rally Championships has also helped boost the Hyundai brand’s profile in the eyes of many.