Kia Motors Improves Standing in Interbrand’s 2016 Best Global Brands Report
Kia Motors hasn’t just grown in popularity this year—it has also grown in value. According to Interbrand’s exclusive list of 100 Best Global Brands, Kia has grown 12% compared to last year. Because of this growth, the South Korean carmaker has risen five spots in the rankings, and is now the 69th most valuable brand in the world.
To rise five spots, the brand’s estimated value grew from $5.7 billion in 2015 to $6.3 billion in 2016. This is a 603% increase since 2006, which is the year the brand declared design-driven management as a key strategy to future growth.
“Despite economic uncertainty and stagnation in the automotive market across a number of regions, this welcome rise in Kia’s brand value is a clear reflection of extensive company-wide efforts to ensure consistent and continuous growth in our brand power,” said Charles Suh, Senior Vice President of the Corporate Marketing Division for Kia Motors. “This result provides us with further motivation to continue our mission to become the most desirable automotive brand in the eyes of consumers.”
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The increase in Kia’s global value was caused mostly by the brand’s A Different Beat global campaign. This campaign emphasizes the vibrant, distinctive nature of Kia models. It was also helped by the number of awards Kia has earned recently, including being named the number one brand in the JD Power 2016 Initial Quality Study. This accolade made Kia the first non-premium brand to reach the top spot in 27 years.