Prestigious brand award for Kia Motors


Kia has won a prestigious German Brand Award, receiving a gold medal for ‘Excellence in Brand Strategy, Management and Creation’. The company was also recognised as ‘distinguished’ in the ‘Internal Branding’ category.


Overseen by a jury of independent brand experts, Kia was recognised for not only communicating the strengths of its brand, but bringing those strengths to every interaction with its customers. In particular, this included the high-quality branding of its customer service experience – from first contact through to the delivery of a new vehicle. Kia’s rigorous brand management process also extended to the manufacturer’s class-leading repair and customer support programme. Kia’s motto, ‘The Power to Surprise’, was commended for being ‘simple, attractive and smart’.


Andrej Kupetz, CEO of the German Design Council commented: “Digitalisation is having an enormous impact on brands and products. Companies from all industries and lines of business are facing completely new challenges. This has significant implications for brand management, which is becoming faster, more transparent and more complex as a result of digitalisation – and less predictable and controllable thanks to the dynamics of social networks. Brand focus, the inclusion of staff members, and a holistic understanding and implementation of a brand remain the crucial factors in a brand’s success, even in an increasingly digital world.”


Kupetz added: “The German Brand Awards show that more and more companies recognise the relevance of rigorous brand management. They have learned to see branding as a strategic instrument of business development, which sometimes requires radical change. Understanding this, without losing sight of the fundamental principles of successful brand management, is the key to being prepared for the challenges of the future.”


German Brand Awards 2017: highlighting the role of branding in business success

German Brand Awards are awarded by an independent jury of brand experts from a range of disciplines. Categories include ‘Excellence in Branding’, ‘Industry Excellence in Branding’ and ‘Excellence in Brand Strategy, Management and Creation’.


The German Brand Awards are held in partnership with the German Design Council, an independent, international institution supporting companies in efficiently communicating design expertise and strengthening the public’s understanding of design. Established in 1953, its current membership includes over 280 German and international companies employing more than three million workers.


Kia Motors Corporation ( – a maker of world-class quality vehicles for the young-at-heart – was founded in 1944 and is Korea's oldest manufacturer of motor vehicles. Over 3 million Kia vehicles a year are produced at 14 manufacturing and assembly operations in five countries which are then sold and serviced through a network of distributors and dealers covering around 180 countries. Kia today has over 51,000 employees worldwide and annual revenues of over US$45 billion. It is the major sponsor of the Australian Open and an official automotive partner of FIFA – the governing body of the FIFA World Cup™. Kia Motors Corporation's brand slogan – "The Power to Surprise" – represents the company's global commitment to surprise the world by providing exciting and inspiring experiences that go beyond expectations.

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