The case presents a description of the JV between GE Money and Hyundai Card/Hyundai Capital from its inception through 2006 when the venture's success in Korea led to thoughts of international expansion, raising the question of how the entity should be branded. Initially, GE had agreed to forgo the use of its name in the branding of the card given as brand recognition in Korea was low, while Hyundai enjoyed strong awarenesss and positive associations among Korean consumers. Data from market research bearing on the situation in 2006 are provided to facilitate the decision making.

【書誌情報】

ページ数：45ページ

サイズ：A4

商品番号：HBSP-IN1202

発行日：2008/12/31

登録日：2016/7/11