분야
pptx2.U.S Auto industry
3.What was the initial strategy of HMA in the U.S market?
4.Why did HMA pursuit of premium-brand strategy?
5.How to implement premium brand strategy, launching a new brand or M&A?
6.What name would you think of as the best brand name for premium cars? And why?
7.Conclusion
Give fresh image to customers
One of the fastest ways to get rid of cheap image
Customers will recognize “New-Brand” in a new category
Lexus was successful
Costs substantial time and money
Takes time for a new brand to be settled
Suspicion of Hyundai’s ability to manufacture premium car
