How do Korean automobile companies adapt brand management to the Swedish market : The case of Kia Motors Sweden AB

Abstract: The concept of brand management has increased attention in recent years. Building andmaintaining a brand provides valuable growth and profitability for a company. To establish astrong brand, a company creates its brand identity for products and differentiates it from otherproducts. Brand identity and brand image are integrated with brand management, andcommunication is needed to convey brand image (or identity) to brand identity (or image).Brand identity is the internal view of a company, and the brand image is the external view byits customers. Between brand identity and brand image, factors are conveyed through media. This study explores the adaptation of brand management to a market; specifically, the adaptation of a brand in a foreign market. Ascertaining how Korean automobile companiesadapt brand management in the Swedish market is the primary objective. Kia Motors Sweden AB, a sales-oriented organization and a subsidiary of a Korean automobile manufacturer, KiaMotors Corporation, small and medium sized cars in the Swedish automobile industry, will be this study’s case company. In terms of methodology, a qualitative, single case study approach of Kia Motors Sweden AB was employed. An interview of a marketing manager from the company was analyzedand interpreted to figure out internal brand identity and external brand image. In this study, anintegrated framework that companies can use to justify brand identity and brand image is developed. The factors of brand identity and brand image are indicated and there are relevant factors which convey brand image to brand identity or vice versa. In addition, the factors of brand identity are imparted to brand image through different communication channels. The case study also reveals that apprehending brand identity and distinguishing it from brand image are vital to effective brand management. Moreover, using several communication channels and finding the effective channels also help to convey the desired image. Therefore, Kia Motors Sweden brand management has been identified in my framework.