KIA
KIA is a multinational car manufacturer from South Korea. As the oldest carmaker in the country and with over 3,000,000 vehicles sold worldwide, it ranks among the top 7 global carmakers.
Brand identity and strategic positioning validation
The KIA car brand wanted to test the brand image, its strategic positioning, the different drivers of consideration and preference of its users and other areas such as the perception of electrification and sustainability and how the market linked those concepts to KIA.
What we did
- Consumer Intelligence
- Brand Equity Measurement
- New brand test
Industry
- Automotive
Relevance Tags® to make the right decision in the new brand design for KIA globally.
Solution
At Relevance, we developed a series of studies in nine countries and another one on a general European level, to respond to the needs of the brand and find the key insights that would allow us to reposition KIA in the global market.
The last part of the project, in which all the data and information extracted from the previous analysis was put into play, allowed us to carry out a validation process of the new logo and brand positioning, and also to assist in the brand's global launch.
Results
We confirmed that the values conveyed by the new brand image align more precisely with the company's strategic vision. Consumers identified as Early Adopters and Innovators clearly prefer the new brand image over the original, and they associate it with the desired brand values, within the framework of a medium to long-term strategic decision.
