Kumho Tire wants to update corporate symbols
Kumho Tire, acquired in 2018 by China ‘s Double Star, has applied to the Korean intellectual property agency to update corporate symbols. Changing corporate symbols is positioned as part of increasing brand value by completely transforming the existing image: the logo in the form of a weave of several red and black letters “K” should become more “dynamic.”
Earlier, after separating from Kumho Asiana Group, the tire company had already got rid of the red “wing” in its symbolism, which had previously been used by all branches of the group, leaving only the inscription Kumho Tire.
To overhaul the brand ‘s strategy in China, Kumho Tire also organized a task force that brings together local headquarters, head office staff and experts in related fields.
In the future, Kumho Tire plans to focus on increasing profitability by selling high-value-added products such as ultra-high-performance tires (UHPs), customer diversification and market response through concentrating core products and expanding sales opportunities.
