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LEN HUNT

LEN HUNT. Kia Motors America Executive Vice President & COO. What is a brand?. A complex set of satisfactions both promised & delivered. What ties people to a brand?. 1. Truth to Core Promise. 2. Ability to Inspire Passion. Core Promise: Then. Low Price & Warranty. Core Promise: Now.

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LEN HUNT

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  1. LEN HUNT Kia Motors America Executive Vice President & COO

  2. What is a brand? A complex set of satisfactionsboth promised & delivered

  3. What ties people to a brand? 1. Truth to Core Promise 2. Ability to Inspire Passion

  4. Core Promise: Then Low Price & Warranty

  5. Core Promise: Now Value Fun-to-Drive Quality Safety

  6. The Brand Ladder PRIDE AND PASSION LEAD TO EMOTIONAL ALLEGIANCE = LOYALTY

  7. What is brand passion?

  8. What we are seeing New products have inspired confidence and fostered integrity . . . . . . and our owners are beginning to show their pride

  9. The road ahead

  10. Soul – Confirmed production for 2009 MY Peter Schreyer Chief Design Officer Kue concept Inspiring passion

  11. Finding our brand voice

  12. Raising the brand profile Relationship with 14 NBA teams 1st ever owner magazine Kids’ Choice Awards

  13. Raising the brand profile Everything we do: - Focuses on greater familiarity - Fulfills the core promises - Maintains a sense-of-humor and desire to be different

  14. Focus on Kia.com Web site ranked #1 by consumers in J.D. Power poll for the third time Consumers that visit Kia.com are 60% more likely to seriously consider purchasing a Kia

  15. Stand out from the clutter Finding new, interactive ways to engage consumers on the Web Kia.com is the integration engine

  16. Developing pride and community

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