Business Case Studies, Brands & Branding and Private Labels Case Study, Hyundai, Branding Strategies

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Case Title:

Hyundai’s Global Branding Strategies

Publication Year : 2004

Authors: Gopal Jha, Sumit Kumar Chaudhuri

Industry: Automobiles

Region:South Korea

Case Code: BBP0032

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
When Hyundai launched its vehicles in the US market in the mid-1980s, it faced serious problems with its product quality and within no time, came to be known as the manufacturer of cheap but poor quality and unreliable cars. However, since 1999, Hyundai has made a significant improvement in its product quality and brand image and came second only to Toyota in ‘JD Power and Associates’ initial quality survey in 2004 with 102 problems per 100 vehicles.

Pedagogical Objectives:

    To discuss the global branding strategies of Hyundai, which helped it to transform its image from a late-night talk show joke to a value-priced alternative to Japanese sedans and sports-utility vehicles.

Keywords : Hyundai Motor Company, Global sales of Hyundai Motor Company, Hyundai's entry into the US car market, Hyundai's initial hurdles in the US car market, Brands & Branding Case Study, Brand building exercise of Hyundai, Hyundai's sponsoring of global sporting events, JD Powers and Associates ranking of Hyundai, Hyundai's US sales over the years, Hyundai's product line-up, JD Powers and Associates initial quality survey 2004, Hyundai's efforts to ramp up its quality and brand

Contents:

  • Introduction
  • Hyundai's initial days as a car-maker
  • Revamping its image
  • An enhanced image
  • J.D. Power and Associates Initial Quality Survey 2004
  • Hyundai's Efforts to Ramp Up its Quality and Brand

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