Brazil 2014: "We want to increase brand awareness by 10 percentage points" (Thierry Bouretz, Kia)

"At present, our brand awareness is at 24% in France. We went up 10 percentage points during Euro 2012. We want to have at least the same results this year from the Brazilian World Cup," said Thierry Bouretz, marketing and communications director of Kia Motors France, speaking to News Tank on 06/06/2014.

The French subsidiary of the Korean automaker launched its action plan with Kia Cabana, a temporary space open from 12/06 to 13/07/2014 on Port des Champs-Elysées in Paris. "We mainly hope to improve brand awareness. We were the first automaker on the French market during Euro 2012. Our presence at major football events has a very positive impact," said Bourretz.

The brand does not base its strategy on football ambassadors, but rather on setting up important partnerships. The Korean manufacturer is connected with FIFA (Fédération Internationale de Football Association) and UEFA (Union of European Football Associations) for Euro 2016. "We really want to be in it for the long haul. We are committed to FIFA through the 2022 World Cup. The 2014 World Cup is a trial run to get us…