LEN HUNT
description
Transcript of LEN HUNT
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LEN HUNT
Kia Motors America
Executive Vice President & COO
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What is a brand?
A complex set of satisfactionsboth promised & delivered
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1. Truth to Core Promise1. Truth to Core Promise
2. Ability to Inspire Passion2. Ability to Inspire Passion
What ties people to a brand?
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Core Promise: Then
Low Price & WarrantyLow Price & Warranty
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Core Promise: Now
Value
Fun-to-Drive
Quality
Safety
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The Brand Ladder
PRIDE AND PASSION LEAD TO EMOTIONAL ALLEGIANCE
=
LOYALTYLOYALTY
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What is brand passion?
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What we are seeing
New products have inspired confidence and fostered integrity . . .
. . . and our owners are beginning to show their pride
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The road ahead
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Inspiring passion
Peter SchreyerPeter Schreyer
Chief Design OfficerChief Design Officer
Soul – Confirmed production for 2009 MYSoul – Confirmed production for 2009 MY
Kue conceptKue concept
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Finding our brand voice
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Raising the brand profile
Relationship with 14 NBA teams
1st ever owner magazine
Kids’ Choice Awards
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Everything we do:
- Focuses on greater familiarity
- Fulfills the core promises
- Maintains a sense-of-humor and desire to be different
Raising the brand profile
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Consumers that visit Kia.com are 60% more likely to seriously consider purchasing a Kia
Focus on Kia.com
Web site ranked #1 by consumers in J.D. Power poll for the third time
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Stand out from the clutter
Finding new, interactive ways to engage consumers on the Web
Kia.com is the Kia.com is the integration engineintegration engine
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Developing pride and community
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