Hyundai Card/Hyundai Capital and GE Money: Re-branding Decisions in a Successful Joint Venture Harvard Case Solution & Analysis

Hyundai Card/Hyundai Capital and GE Money: Re-branding Decisions in a Successful Joint Venture  Case Solution

Abstract:

The case provides a description of the JV in between GE Money and Hyundai Card/Hyundai Capital from its beginning through 2006 when the venture's success in Korea caused ideas of global growth, raising the concern of how the entity must be branded. GE had actually concurred to pass up the usage of its name in the branding of the card provided as brand name acknowledgment in Korea was low, while Hyundai delighted in strong awarenesss and favorable associations amongst Korean customers. Information from marketing research bearing on the circumstance in 2006 are offered to help with the choice making

 

Pedagogical Goals:

To go over the management and branding of a joint venture.

This is just an excerpt. This case is about  Marketing

published: 31 Dec 2008

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