Example of Brand Prejudice

In the West Hyundai is known primarily for its cheap, small cars. People living on a tight budget will find it's the only car they can afford to drive. Rich people don't choose to drive a Hyundai, at least not if they want to impress their other rich friends.

The image of Hyundai in the west is low budget, cheap. It's alright to have if there's nothing better to upgrade to...

In Korea Hyundai is The Brand. Part of a huge Jaebol (similar to conglomerate), Hyundai produces not just cheap cars, but big luxurious cars as well. And not just cars per se. Clothes, household appliances, industrial products. Korea's got the biggest and most luxurious department stores, and they are branded Hyundai. In Korea Hyundai is king, and everybody aspires to have Hyundai in whatever shape or form.

Funny how a brand can be nothing in one part of the world, and be everything in another. Remember the Eddie Murphy movie 'Coming to America'? Same thing. One person's floor sweeper might be another person's prince and ruler.

So all in all, don't jump to conclusions; don't judge a book by its cover.