Korea & Company Unveils New BI for Lead-Acid Batteries, Aiming to Strengthen Brand Presence
Emphasizing the Identity of the Battery Business
On October 2, Korea & Company announced that it will unveil a new brand identity (BI) for its lead-acid battery business and strengthen its brand competitiveness.
Korea & Company announced on the 2nd that it will unveil a new brand identity (BI) for its lead-acid battery business and strengthen its brand competitiveness. Korea & Company
View original imageThe new BI incorporates the brand philosophy of Cho Hyunbum, Chairman of Korea & Company Group, by introducing a new tagline exclusive to the battery business, "charge in motion," under the group's unified brand "Hankook." Under the slogan "Technology in Motion," Korea & Company Group has also applied "Driving Emotion" to Hankook Tire & Technology, establishing brand consistency across its businesses.
Korea & Company's battery business, alongside its tire and automotive thermal management system businesses, serves as a core driver for the group, securing industry-leading technological capabilities and competitiveness. The company continues to achieve strong sales growth of AGM battery products in major global markets such as the United States and Europe.
Despite the impact of U.S. tariffs, Korea & Company is the only domestic lead-acid battery company with a local production base in the United States, allowing it to respond flexibly to global developments and accelerate its expansion in the European market.
Additionally, since last year, Korea & Company has unified its battery lineup under the "Hankook" brand, which was previously operated separately as "Hankook" and "ATLASBX." The new BI will be applied to the Korea & Company website and major online and offline touchpoints, including dealerships nationwide.
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A Korea & Company representative stated, "The launch of the new BI will serve as an opportunity to elevate the brand value of Hankook Battery under the group's unified brand 'Hankook.' We will continue to enhance the global presence of Hankook Battery through constant innovation and lead the future mobility sector."
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