According to the 2016 study, released by interbrand last week, Kia has risen five spots to become the 69th most-valuable brand in the world. The global value of the Kia Motors brand has grown by 12 per cent over the last year, according to Interbrand’s exclusive list of the 100 ‘Best Global Brands’.
The Korean manufacturer’s estimated brand value grew from $5.7 billion in 2015 to $6.3 billion this year. This represents a seven-fold (603 per cent) increase since 2006, the year in which the brand declared design-driven management as a key strategy behind the company’s future growth.
Kia Motors Senior Vice President of the Corporate Marketing Division Charles Suh said: “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.”
Interbrand Global Director of Brand Valuation 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. Kia’s brand performance in the European market in particular has been driven by a strong Sport Utility Vehicle (SUV) line-up, as well as engaging experiential customer communications programs, on- and off-line.”
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