Hyundai Brand Tracking Study Dashboard

비보조 인지도

27.1%

▲ +0.5%p vs '18

선호도 (Top2)

31.7%

▲ +1.0%p vs '18

NPS (인지자)

-41.1

▲ +3.1 vs '18

브랜드 건강도

81.9

▼ -3.2 vs Avg

재구매 의향

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 선호도

Preference by Region

🇺🇸

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 비교

Net Promoter Score (Aware)

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

디지털 성과

Brand Share & Engagement

Total Reach

11.4M

Engagement Rate

0.5%

Total Buzz

349K

Positive Ratio

26.6%

브랜드 성과 요약

Brand Performance Summary (2019 vs 2018)

브랜드	Top of Mind	비보조 인지도	선호도	NPS (인지자)	NPS (보유자)	GAP vs '18
H Hyundai	3.8%	27.1%	31.7%	-41.1	+53.5	▲ +3.1
T Toyota	14.8%	53.8%	53.8%	+0.3	+76.1	▼ -5.4
H Honda	14.1%	53.0%	50.4%	-4.9	+61.9	▼ -4.3
N Nissan	5.5%	34.0%	36.8%	-35.8	+37.6	▼ -6.2

디지털 버즈 트렌드

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

Region	Country	CMP Brand	HMC	CMP1	CMP2	CMP Total	Total
NA 3	US	Toyota	-	80 \| 80	20 \| 18	20 \| 19	10 \| 10			20 \| 20	10 \| 9	130 \| 121
Canada	Toyota	-	66 \| 66	33 \| 30	30 \| 30	12 \| 11			30 \| 28	12 \| 11	141 \| 131
Mexico	Nissan	Toyota	30 \| 30	15 \| 14	30 \| 27	12 \| 11	10 \| 9	10 \| 9	40 \| 37	22 \| 20	107 \| 99
CSA 7	Brazil	Chevrolet	Toyota	76 \| 70	26 \| 24	22 \| 22	8 \| 7	10 \| 9	8 \| 7	32 \| 29	16 \| 14	150 \| 137
Chile	Chevrolet	Toyota	30 \| 28	8 \| 7	30 \| 28	12 \| 11	10 \| 9	10 \| 9	40 \| 37	22 \| 20	100 \| 93
Peru	Toyota	-	25 \| 23	6 \| 5	20 \| 18	6 \| 5			20 \| 18	6 \| 5	57 \| 51
Puerto Rico	Toyota	-	18 \| 17	15 \| 14	15 \| 14	10 \| 9			15 \| 14	10 \| 9	58 \| 54
Colombia	Renault	Toyota	25 \| 23	15 \| 14	25 \| 23	10 \| 9	10 \| 9	10 \| 9	35 \| 32	20 \| 18	95 \| 87
Ecuador	Chevrolet	Toyota	26 \| 24	15 \| 14	20 \| 18	10 \| 9	10 \| 9	10 \| 9	30 \| 27	20 \| 18	91 \| 83
Panama**	Toyota	-	8 \| 7	4 \| 4	8 \| 7	4 \| 4			8 \| 7	4 \| 4	24 \| 22
EU 11	Germany	VW	Toyota	113 \| 105	53 \| 49	30 \| 28	12 \| 11	10 \| 9	10 \| 9	40 \| 37	22 \| 20	228 \| 211
UK	VW	Toyota	48 \| 45	24 \| 22	30 \| 28	12 \| 11	10 \| 9	10 \| 9	40 \| 37	22 \| 20	134 \| 124
Italy	Peugeot	Toyota	33 \| 31	17 \| 16	30 \| 28	12 \| 11	10 \| 9	10 \| 9	40 \| 37	22 \| 20	112 \| 104
France	Peugeot	Toyota	46 \| 43	23 \| 21	30 \| 28	12 \| 11	10 \| 9	10 \| 9	40 \| 37	22 \| 20	131 \| 121
Spain	Peugeot	Toyota	30 \| 28	15 \| 14	30 \| 28	12 \| 11	10 \| 9	10 \| 9	40 \| 37	22 \| 20	107 \| 99
Netherlands	VW	Toyota	17 \| 16	15 \| 14	17 \| 16	12 \| 11	10 \| 9	10 \| 9	27 \| 25	22 \| 20	81 \| 75
Belgium	VW	Toyota	30 \| 28	15 \| 14	30 \| 28	12 \| 11	10 \| 9	10 \| 9	40 \| 37	22 \| 20	107 \| 99
Poland	VW	Toyota	30 \| 28	15 \| 14	30 \| 28	12 \| 11	10 \| 9	10 \| 9	40 \| 37	22 \| 20	107 \| 99
Czech	VW	Toyota	30 \| 28	15 \| 14	30 \| 28	12 \| 11	10 \| 9	10 \| 9	40 \| 37	22 \| 20	107 \| 99
Austria	VW	Toyota	30 \| 28	15 \| 14	30 \| 28	12 \| 11	10 \| 9	10 \| 9	40 \| 37	22 \| 20	107 \| 99
Türkiye	Peugeot	Toyota	30 \| 28	15 \| 14	30 \| 28	12 \| 11	10 \| 9	10 \| 9	40 \| 37	22 \| 20	107 \| 99
CIS 1	Kazakhstan	Toyota	-	19 \| 18	15 \| 14	19 \| 18	12 \| 11			19 \| 18	12 \| 11	65 \| 61
MEA 10	UAE	Toyota	-	22 \| 21	14 \| 13	16 \| 15	12 \| 11			16 \| 15	12 \| 11	64 \| 60
Saudi Arabia (D)	Toyota	-	22 \| 21	15 \| 14	22 \| 21	12 \| 11			22 \| 21	12 \| 11	71 \| 67
Saudi Arabia (J)	Toyota	-	26 \| 24	15 \| 14	28 \| 26	12 \| 11			28 \| 26	12 \| 11	81 \| 75
Saudi Arabia (R)	Toyota	-	20 \| 19	15 \| 14	20 \| 19	12 \| 11			20 \| 19	12 \| 11	67 \| 63
Oman	Toyota	-	30 \| 28	15 \| 14	20 \| 19	10 \| 9			20 \| 19	10 \| 9	75 \| 70
Bahrain	Toyota	-	2 \| 2	4 \| 4	2 \| 2	4 \| 4			2 \| 2	4 \| 4	12 \| 12
Qatar	Toyota	-	2 \| 2	4 \| 4	2 \| 2	4 \| 4			2 \| 2	4 \| 4	12 \| 12
South Africa	Toyota	-	30 \| 28	15 \| 14	20 \| 19	10 \| 9			20 \| 19	10 \| 9	75 \| 70
Egypt	Toyota	-	30 \| 28	15 \| 14	20 \| 19	10 \| 9			20 \| 19	10 \| 9	75 \| 70
Morocco	VW	Toyota	30 \| 28	15 \| 14	20 \| 19	10 \| 9	10 \| 9	10 \| 9	30 \| 28	20 \| 18	95 \| 88
AP 6	Vietnam	Toyota	-	30 \| 28	15 \| 14	30 \| 28	12 \| 11			30 \| 28	12 \| 11	87 \| 81
Indonesia	Toyota	-	48 \| 45	15 \| 14	30 \| 28	12 \| 11			30 \| 28	12 \| 11	105 \| 98
Philippines	Toyota	-	30 \| 28	15 \| 14	30 \| 28	12 \| 11			30 \| 28	12 \| 11	87 \| 81
Thailand**	Toyota	-	8 \| 7		8 \| 7	4 \| 4			8 \| 7	4 \| 4	20 \| 18
Australia	Toyota	-	40 \| 37	20 \| 18	30 \| 28	12 \| 11			30 \| 28	12 \| 11	102 \| 95
New Zealand	Toyota	-	30 \| 28	15 \| 14	30 \| 28	12 \| 11			30 \| 28	12 \| 11	87 \| 81
India 1	India	Suzuki	Toyota	90 \| 84	50 \| 46	30 \| 28	12 \| 11	10 \| 9	10 \| 9	40 \| 37	22 \| 20	202 \| 187
China 1	China	BYD	Toyota	80 \| 75	65 \| 60	30 \| 28	12 \| 11	10 \| 9	10 \| 9	40 \| 37	22 \| 20	207 \| 192
Global (40)		1,410 \| 1,305	716 \| 663	944 \| 874	422 \| 390	190 \| 176	188 \| 174	1,134 \| 1,050	610 \| 564	3,870 \| 3,582

Region

Country

CMP Brand

HMC

CMP1

CMP2

CMP Total

Total

CMP1

CMP2

Sales

Service

Sales

Service

Sales

Service

Sales

Service

NA 3

Toyota

80 | 80

20 | 18

20 | 19

10 | 10

20 | 20

10 | 9

130 | 121

Canada

Toyota

66 | 66

33 | 30

30 | 30

12 | 11

30 | 28

12 | 11

141 | 131

Mexico

Nissan

Toyota

30 | 30

15 | 14

30 | 27

12 | 11

10 | 9

40 | 37

22 | 20

107 | 99

CSA 7

Brazil

Chevrolet

Toyota

76 | 70

26 | 24

22 | 22

8 | 7

10 | 9

8 | 7

32 | 29

16 | 14

150 | 137

Chile

Chevrolet

Toyota

30 | 28

8 | 7

30 | 28

12 | 11

10 | 9

40 | 37

22 | 20

100 | 93

Peru

Toyota

25 | 23

6 | 5

20 | 18

6 | 5

20 | 18

6 | 5

57 | 51

Puerto Rico

Toyota

18 | 17

15 | 14

10 | 9

15 | 14

10 | 9

58 | 54

Colombia

Renault

Toyota

25 | 23

15 | 14

25 | 23

10 | 9

35 | 32

20 | 18

95 | 87

Ecuador

Chevrolet

Toyota

26 | 24

15 | 14

20 | 18

10 | 9

30 | 27

20 | 18

91 | 83

Panama**

Toyota

8 | 7

4 | 4

8 | 7

4 | 4

8 | 7

4 | 4

24 | 22

EU 11

Germany

Toyota

113 | 105

53 | 49

30 | 28

12 | 11

10 | 9

40 | 37

22 | 20

228 | 211

Toyota

48 | 45

24 | 22

30 | 28

12 | 11

10 | 9

40 | 37

22 | 20

134 | 124

Italy

Peugeot

Toyota

33 | 31

17 | 16

30 | 28

12 | 11

10 | 9

40 | 37

22 | 20

112 | 104

France

Peugeot

Toyota

46 | 43

23 | 21

30 | 28

12 | 11

10 | 9

40 | 37

22 | 20

131 | 121

Spain

Peugeot

Toyota

30 | 28

15 | 14

30 | 28

12 | 11

10 | 9

40 | 37

22 | 20

107 | 99

Netherlands

Toyota

17 | 16

15 | 14

17 | 16

12 | 11

10 | 9

27 | 25

22 | 20

81 | 75

Belgium

Toyota

30 | 28

15 | 14

30 | 28

12 | 11

10 | 9

40 | 37

22 | 20

107 | 99

Poland

Toyota

30 | 28

15 | 14

30 | 28

12 | 11

10 | 9

40 | 37

22 | 20

107 | 99

Czech

Toyota

30 | 28

15 | 14

30 | 28

12 | 11

10 | 9

40 | 37

22 | 20

107 | 99

Austria

Toyota

30 | 28

15 | 14

30 | 28

12 | 11

10 | 9

40 | 37

22 | 20

107 | 99

Türkiye

Peugeot

Toyota

30 | 28

15 | 14

30 | 28

12 | 11

10 | 9

40 | 37

22 | 20

107 | 99

CIS 1

Kazakhstan

Toyota

19 | 18

15 | 14

19 | 18

12 | 11

19 | 18

12 | 11

65 | 61

MEA 10

UAE

Toyota

22 | 21

14 | 13

16 | 15

12 | 11

16 | 15

12 | 11

64 | 60

Saudi Arabia (D)

Toyota

22 | 21

15 | 14

22 | 21

12 | 11

22 | 21

12 | 11

71 | 67

Saudi Arabia (J)

Toyota

26 | 24

15 | 14

28 | 26

12 | 11

28 | 26

12 | 11

81 | 75

Saudi Arabia (R)

Toyota

20 | 19

15 | 14

20 | 19

12 | 11

20 | 19

12 | 11

67 | 63

Oman

Toyota

30 | 28

15 | 14

20 | 19

10 | 9

20 | 19

10 | 9

75 | 70

Bahrain

Toyota

2 | 2

4 | 4

2 | 2

4 | 4

2 | 2

4 | 4

12 | 12

Qatar

Toyota

2 | 2

4 | 4

2 | 2

4 | 4

2 | 2

4 | 4

12 | 12

South Africa

Toyota

30 | 28

15 | 14

20 | 19

10 | 9

20 | 19

10 | 9

75 | 70

Egypt

Toyota

30 | 28

15 | 14

20 | 19

10 | 9

20 | 19

10 | 9

75 | 70

Morocco

Toyota

30 | 28

15 | 14

20 | 19

10 | 9

30 | 28

20 | 18

95 | 88

AP 6

Vietnam

Toyota

30 | 28

15 | 14

30 | 28

12 | 11

30 | 28

12 | 11

87 | 81

Indonesia

Toyota

48 | 45

15 | 14

30 | 28

12 | 11

30 | 28

12 | 11

105 | 98

Philippines

Toyota

30 | 28

15 | 14

30 | 28

12 | 11

30 | 28

12 | 11

87 | 81

Thailand**

Toyota

8 | 7

4 | 4

8 | 7

4 | 4

20 | 18

Australia

Toyota

40 | 37

20 | 18

30 | 28

12 | 11

30 | 28

12 | 11

102 | 95

New Zealand

Toyota

30 | 28

15 | 14

30 | 28

12 | 11

30 | 28

12 | 11

87 | 81

India 1

India

Suzuki

Toyota

90 | 84

50 | 46

30 | 28

12 | 11

10 | 9

40 | 37

22 | 20

202 | 187

China 1

China

BYD

Toyota

80 | 75

65 | 60

30 | 28

12 | 11

10 | 9

40 | 37

22 | 20

207 | 192

Global (40)

1,410 | 1,305

716 | 663

944 | 874

422 | 390

190 | 176

188 | 174

1,134 | 1,050

610 | 564

3,870 | 3,582