Kia Enters Ranks of ‘Top 100 Best Global Brands’
Kia has entered the list of the ‘Top 100 Best Global Brands,’ according to the 2012 study released by Interbrand, the world’s largest brand consultancy agency.
Kia’s emarkable increase in brand value is now estimated at $4.1 billion USD (£2,537,514,600, 1.00 USD = 0.61 GBP), which sees the automaker debut at 87th place in the ‘Top 100 Best Global Brands’ list. This is a 50 per cent increase from last year’s estimated brand value and exceeds the average automotive brand value growth rate of 11 per cent. The 2012 edition of Interbrand’s annual ‘Best Global Brands’ study measured the corporation’s financial performance in terms of the raw financial return to investors; the role that the brand plays in the actual purchase decision; and brand strength, which is the ability of a brand to secure the delivery of expected future earnings.
The increase in Kia’s brand value mirrors the company’s recent growth in global sales, which have posted three consecutive double-digit year-on-year gains to make Kia the world’s fastest growing major automotive brand. Over this three year period (2008-2011), Kia’s annual global sales have grown by 81 per cent to nearly 2.5 million units.
Claire Chai, Vice President of Kia Motors Corporation Marketing Division, said, “Entering the ‘Top 100 Best Global Brands’ validates Kia’s commitment to continuously provide exciting and inspiring brand experiences. And it’s amazing to see what we can accomplish by staying true to who we are – a young and dynamic challenger that goes beyond expectations.”
In addition to advances on the product front, the company has also been executing numerous large-scale marketing initiatives that have helped raise awareness of the brand, including its sponsorship agreements with major world sporting events like the FIFA World Cup, Australian Open, American National Basketball Association and Surrey County Cricket Club and The Kia Oval in the UK.