Beijing Hyundai Motor Corporation and Dongfeng Yueda Kia Motors were both troubled by distressed sales trends of their local brand cars. At the same time, Mark Power research study by Hyundai and Kia in China showed that the two companies are still considerable room for improvement to strengthen the power of their corporate branding to encourage consumer purchase. Illustrates the importance of global branding, when companies expand abroad, and allows students to evaluate corporate and car brand in the international and local levels. "Hide
by Amy Tan, Paul Kim YJ Source: University of Hong Kong, 37 pages. Publication Date: March 1, 2007. Prod. #: HKU633-PDF-ENG
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