SEOUL, KOREA - Hankook Tire announced on November 6 that it will launch a strategic global brand Laufenn in the regions of North America, Latin America, and Asia-Pacific.
The company said that the introduction of a new global brand is part of an effort to meet the requirements of each market, as well as to enhance the brand power in overseas market.
Hankook Tire has felt difficulty in catering to the diverse tastes of global consumers with its existing brand. It, accordingly, expects the new global brand to help it better embrace the tastes of global consumers.
Centering on Laufenn, Hankook Tire plans to strengthen its strategic brand portfolio management.
Differentiated from existing Hankook brand which pursues the highest level in every performance, the Laufeen brand will cover the tires which have faithful basic functions, targeting clever and rational consumers.
Article provided by The Korea Economic Daily
