The Problem

Kia's launch in the US as a value brand hinder its current aspirations to be perceived as premium.

The Ask

Provide an agency POV for David & Goliath exploring how brands shift from value to premium. Explore considerations for Kia.

Part I: Defining Premium

Part II: Behaving Premium

Part III: Considerations for Kia

This was a partner project with my dear friend & fellow strategist Emma Rabius. To view the complete, unabridged presentation, click here.