Creating a positive brand image with a local adaptation advertising strategy: The Hyundai Santa F

This paper provides a case study comparing the international advertising strategy that Hyundai Motor Company, Korea, utilized when they introduced the Hyundai Santa Fe in Korea and in the United States. Based on Hyundai's understanding of factors affecting standardization and adaptation decisions and possible negative country-of-origin effects, the case illustrates how Hyundai created a positive brand image with a local adaptation advertising strategy. A framework illustrating factors affecting the local adaptation decision, the advertising decisions that Hyundai made, and the effectiveness of those decisions is presented. Given the success of Hyundai's local adaptation advertising strategy and the Santa Fe, Hyundai announced plans to build a production facility in the United States.