Brand building remains Hankook's focus, says CEO

Oct. 10, 2007

"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

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."