Executing a Well-defined Brand Strategy
Hankook Tire Group announced on May 8 that it would build an integrated brand system based on its global brand “Hankook” and will change the names of its holding company and major affiliates.
The group said that the name change is intended to establish an integrated vision under a new brand strategy. All this move is part of its efforts to discover future growth engines and realize sustainable growth.
First of all, Hankook Tire Worldwide, the holding company of the group, will change its name to Korea Technology Group, redefining its identity as a technology-based group. It will concentrate more on enhancing shareholder value by raising its brand value and awareness.
Hankook Tire Co., the group’s flagship affiliate, will be renamed Hankook Tire & Technology. The company will focus on securing future-oriented innovative technologies to lead Korea’s automotive industry.
In addition, other affiliates will change their names in line with the group-level move. AtlasBX will be renamed Hankook AtlasBX; MK Technology, Hankoook Precision Works; Em Frontier, Hankook Networks; Daehwa Industrial Machinery, Hankook Engineering Works; and HK Automotive, Hankook Car & Life.