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Kia Motors Brand Audit
Mackin Bannon, Liz Gibbons, Rachel Greenberg, Meredith Starrs, Michelle Werner
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
8
Customer Wants and Needs
Higher MPG
Technology integration
Electric and hybrid cars
Safety
Luxury/style aspect
22
Customer-Based Brand Equity
Brand Salience
•
Honda:
Toyota:
Ford:
Chevrolet:
Kia:
61%
60%
47%
26%
16%
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
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