Hyundai Brand Tracking Study Dashboard

Unaided Awareness

27.1%

+0.5%p vs '18

Preference (Top2)

31.7%

+1.0%p vs '18

NPS (Aware)

-41.1

+3.1 vs '18

Brand Health Index

81.9

-3.2 vs Market Avg

Repurchase Intent

47.5%

Rank #4

경쟁사 대비 브랜드 인지도

Volume Index - Overview (2019)

vs Competitors

브랜드 퍼널

Conversion Rate Analysis

Aware

90.4%

78%

Informed

70.1%

54%

Favorable

37.6%

59%

Consider

22.3%

45%

Purchase

10.0%

—

지역별 브랜드 선호도

Preference by Region (2019)

🇺🇸

북미

31.7%

+1.0%p

🇨🇳

중국

48.0%

+1.8%p

🇩🇪

유럽

24.5%

-2.1%p

🇰🇷

한국

52.4%

+3.2%p

NPS 점수 분석

Net Promoter Score - Aware Segment

Promoter 18.0%

Passive 23.0%

Detractor 59.0%

브랜드 건강도 속성

Top 5 Important Attributes

터치포인트 분석

Importance by Funnel Stage

Digital

34.4

32.4

31.0

Dealership

20.4

24.2

31.2

Mass Media

23.1

19.1

14.9

WOM

15.9

21.6

21.0

Event

6.3

2.6

1.9

Aware & Informed

Favorable

Consider & Purchase

브랜드 성과 요약

Brand Performance Summary (2019 vs 2018)

Brand	Top of Mind	Unaided Awareness	Preference	NPS (Aware)	NPS (Owner)	Informed	Consider
HYU Hyundai	3.8%	27.1%	31.7%	-41.1	53.5	70.1%	22.3%
TOY Toyota	14.8%	53.8%	53.8%	0.3	76.1	81.1%	41.4%
HON Honda	14.1%	53.0%	50.4%	-4.9	61.9	77.4%	36.8%
NIS Nissan	5.5%	34.0%	36.8%	-35.8	37.6	74.1%	24.3%

디지털 버즈 트렌드

Earned & Owned Media (Sep '18 - Aug '19)

디지털 성과

Brand Share & Engagement

Total Reach

11.4M

Engagement Rate

0.5%