"We are trying to enhance our brand value and brand awareness around the world," Hankook Tire Co. Ltd. CEO and President Seung Hwa Suh said during a meeting held earlier this week at Hankook's global headquarters in Seoul, South Korea.
"In terms of brand recognition, I'm never satisfied," Suh told a delegation that included moderntiredealer.com.
Key to achieving greater brand recognition will be continual investment in research and development in order to maintain high quality levels.
Suh says Hankook will invest 5% of its annual revenue in R&D activities.
"Quality is the base of our business. If you fail to produce quality, your marketing activities mean nothing. That's our base philosophy: no compromise on quality."
