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Date 28/03/2010 Hits63,794

Category Corporate

Hankook Tire Ranks No.1 in Brand Power for 8th Consecutive Year

Hankook Tire Ranks No.1 in Brand Power
for 8th Consecutive Year

- Hankook Tire rated top passenger car tire brand for 8th straight year
  by Korea Management Association Consulting
- T’Station named best tire service for 2nd consecutive year in recognition
  of outstanding customer-focused service
- Company plans to continue branding efforts to emerge as leading global tire company

(March 8, 2010, Seoul) Hankook Tire (, the seventh-largest and one of the fastest growing tire manufacturers in the world, has ranked No.1 in brand power in the 2010 Korea Brand Power Index (K-BPI) survey by Korea Management Association Consulting (KMAC). Hankook Tire has placed first in the product category for eight consecutive years and first in the service category for the second year in a row. The recognition further solidifies the company’s position as Korea’s representative tire company

KMAC initiated the annual K-BPI survey in 1999. Now in its 12th year, the index evaluates the brand power of a company’s product and services based on direct input from consumers. It is the leading brand evaluation system in Korea. The 2010 survey was conducted over three months through one-on-one interviews with 11,597 men and women over the age of 15 residing in Korea’s six major cities, including Seoul. Participants were asked to rate brands in 196 industrial categories, including consumer goods, durable goods and service goods.

Hankook Tire has maintained the No.1 spot in passenger car tire brand power for eight consecutive years since 2003. In the 2010 survey, the company received high marks in brand recognition power which includes initial recognition, unassisted recognition and assisted recognition, and brand loyalty power which includes image, preference and likelihood of purchase/use. The results clearly illustrate the high levels of consumer trust in the quality and performance of Hankook Tire products.

In the tire specialist category, Hankook Tire’s one stop auto-service T’Station came in first place for the second year running. The result is credited to Hankook Tire’s efforts to provide differentiated customer service that complements customer lifestyles, rather than limiting service to the sale and replacement of tires. Under the campaign slogan of ‘Right Tires, Right Service,’ T’Station provides total auto services ranging from the recommendation of tires to match customers’ vehicle and driving habits, to tire safety assessments and after service.

Meanwhile, Hankook Tire was named the most admired tire company in Korea by a KMAC survey. From October 2009 to January 2010, KMAC interviewed 4,800 industry executives, 230 analysts at security firms and 4,560 general consumers for the 2010 Korea’s Most Admired Company survey. Hankook Tire scored high in six sub-categories of innovation capability, shareholder value, employee value, customer value, social value and image value. In February 2010, Hankook Tire received top honors in the 2010 National Brand Competition Index (NBCI) tire category by the Korea Productivity Center. It was the second consecutive year that Hankook Tire had ranked No.1.

Kim Se-heon, Vice President of Brand division at Hankook Tire, said, “Hankook Tire has been recognized as Korea’s representative tire brand by finishing first in the brand power survey for eight consecutive years, in addition to being named Korea’s most admired tire company in 2010. We will continue with efforts to develop innovative technology and provide differentiated customer service in order to make the leap into a leading global tire company.”


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