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Brand building remains Hankook's focus, says CEO

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"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."

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