Equus and Genesis

As prof. Lee gave a lecture about Gap in class, a lot of companies

in the world came out with different name of brands based on

a same route or foundation. As matter of a fact, the world's

well-known companies have a lot of branches. Such as Lexus, Acura,

Audi, Sprite and so on. However, when you look at Korean

companies,there is no such branch company that has luxury brand.

Recently, Hyundai-car launched two branches, which are Equus and

Genesis. Equus launched couple years ago and the result tells us that

it wasn't successful. In my opinion, two facts are affecting branch

business in korea; one is Koreans' mentality matter and another

is company's marketing problem. Mentality matter is people in korea

consider korean brand as cheap brand, and the other hand they

don't believe in their product. Marketing problem is even though

Hyundai launched Equus and Genesis in different ways, they sell

Equus and Genesis at Hyundai-Car dealer shop. Which means even

if you invest capital to differenciate one and the other, image itself is

too strong to new launching company. Fundamentally, launching and

investing are not everything for branch business and I think their

new step is to seperate their new image from original like Toyota and Lexus.

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