Comments on: COMMENTARY: Hyundai Misses the Big Idea http://www.thirdwayblog.com/post-types/commentary/hyundai-fights-its-brand-instead-of-changing-it.html Straight Talk on Advertising from the Client Side Fri, 21 Nov 2008 09:36:04 +0000 http://wordpress.org/?v=2.0.4 by: Carl Gersh http://www.thirdwayblog.com/post-types/commentary/hyundai-fights-its-brand-instead-of-changing-it.html#comment-81002 Mon, 24 Dec 2007 16:09:23 +0000 http://www.thirdwayblog.com/post-types/commentary/hyundai-fights-its-brand-instead-of-changing-it.html#comment-81002 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 Marketing http://www.thirdwayblog.com/post-types/commentary/hyundai-fights-its-brand-instead-of-changing-it.html#comment-41331 Sat, 02 Jun 2007 18:32:45 +0000 http://www.thirdwayblog.com/post-types/commentary/hyundai-fights-its-brand-instead-of-changing-it.html#comment-41331 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.

]]>