Comments on: COMMENTARY: Hyundai Misses the Big Idea http://www.thirdwayblog.com/hyundai/hyundai-fights-its-brand-instead-of-changing-it.html Just another WordPress site Sat, 18 Jun 2011 17:36:17 +0000 hourly 1 http://wordpress.org/?v=3.1.3 By: kumar http://www.thirdwayblog.com/hyundai/hyundai-fights-its-brand-instead-of-changing-it.html#comment-1156 kumar Fri, 30 Jul 2010 22:00:54 +0000 http://www.thirdwayblog.com/post-types/commentary/hyundai-fights-its-brand-instead-of-changing-it.html#comment-1156 Hyundai consumer research seems to bear this out. As Businessweek points out, consumers exposed to concepts for new Hyundai models were actually less likely to express purchase interest than when the concepts had no brand attached. Hyundai consumer research seems to bear this out. As Businessweek points out, consumers exposed to concepts for new Hyundai models were actually less likely to express purchase interest than when the concepts had no brand attached.

]]> By: Carl Gersh http://www.thirdwayblog.com/hyundai/hyundai-fights-its-brand-instead-of-changing-it.html#comment-1155 Carl Gersh Mon, 24 Dec 2007 10:09:23 +0000 http://www.thirdwayblog.com/post-types/commentary/hyundai-fights-its-brand-instead-of-changing-it.html#comment-1155 If a brand is a "shorthand" device by which consumers can associate specific attributes to a product, then the Hyundai brand is still considered shorthand for "inexpensive" and "non-premium." Thus, I think Mr. Vinjamuri is on the right track. Hyundai brand recognition will not benefit an premium car, regardless of the auto's quality. Consider the Volkswagon Phaeton - noone wanted an $80,000+ "Volkswagon." - EVEN when, ironically, they were paying that amount for the same car with a different badge ("Audi.") And, frankly this brand strategy is tried and true - Toyota, Nissan and Honda all market their "premium" products under different brands (Lexus, Infiniti and Acura respectively.) In a different market sector, Samsung has shown that any preconceived notions, or bias, against Korean-made products as cheap is slowly fading. Hyundai might have a shot, but it has to develop a new brand if it wants to succeed. Great commentary. This blog is now one of my top bookmarks. Carl Gersh BeSeen Communications If a brand is a "shorthand" device by which consumers can associate specific attributes to a product, then the Hyundai brand is still considered shorthand for "inexpensive" and "non-premium." Thus, I think Mr. Vinjamuri is on the right track. Hyundai brand recognition will not benefit an premium car, regardless of the auto's quality.

Consider the Volkswagon Phaeton – noone wanted an $80,000+ "Volkswagon." – EVEN when, ironically, they were paying that amount for the same car with a different badge ("Audi.")

And, frankly this brand strategy is tried and true – Toyota, Nissan and Honda all market their "premium" products under different brands (Lexus, Infiniti and Acura respectively.)

In a different market sector, Samsung has shown that any preconceived notions, or bias, against Korean-made products as cheap is slowly fading. Hyundai might have a shot, but it has to develop a new brand if it wants to succeed.

Great commentary. This blog is now one of my top bookmarks.

Carl Gersh
BeSeen Communications

]]> By: Vail Valley Marketin http://www.thirdwayblog.com/hyundai/hyundai-fights-its-brand-instead-of-changing-it.html#comment-1154 Vail Valley Marketin Sat, 02 Jun 2007 12:32:45 +0000 http://www.thirdwayblog.com/post-types/commentary/hyundai-fights-its-brand-instead-of-changing-it.html#comment-1154 I agree with the brand as anchor theory. In Hyundai's case, it would certainly be less expensive to invent a new brand than to try to swim upstream and make "Hyundai" a name associated with quality. I agree with the brand as anchor theory. In Hyundai's case, it would certainly be less expensive to invent a new brand than to try to swim upstream and make "Hyundai" a name associated with quality.

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