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.