Kia's remarkable increase in brand value is now estimated at $4.1 billion, which firmly sets the automaker at 87th place on the Top 100 Best Global Brands list. This is a 50% increase from last year's estimated brand value and far exceeds the average automotive brand value growth rate of 11%.
The 2012 edition of Interbrand's annual study was executed through a comprehensive brand performance analysis using best practice research methodology by expert analysts. The study measures a corporation's financial performance in terms of the raw financial return to investors; role that a 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 strong increase in Kia's brand value closely mirrors the company's recent surge in global sales, which have posted three consecutive double-digit year-or-year gains to cement Kia's position as the world's fastest growing major automotive brand. Over this three year period (2008-2011), Kia's annual global sales have grown by 81% to nearly 2.5 million units.
"Locally, Kia Motors continues to contribute to the growth in global brand awareness through strong marketing executions, which include both online and offline elements. The Kia product is world class and our move into the top 100 global brands echoes the hard work we have done to expose the brand to the South African public," comments David Sieff, national marketing manager at Kia.
"Entering the Top 100 Best Global Brands validates Kia's commitment to continuously provide exciting and inspiring brand experiences. 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," says Claire Chai, vice president of Kia Motors Corporation's marketing division.
