Branding: Managing Meaning
Case: Soshi Sumsin Ltd
International Marketing

Ece Camlibel
Ritika Sethi

Krishna Talesara
LOGO QUIZ
Can You Identify These Brands When
Their Names Are Stripped Out?
Symbol

Word

Sentence
Trademark

Logo

Term

Name

Design

Product/Services

Sign
Introduction to Branding
 Brand: Logo, symbol, name, mark, word, sentence

 Branding: Marketing tool used to identify an...
FUNCTIONS OF BRAND NAMES

FUNCTIONS OF
BRAND NAMES

FOR CONSUMERS

PERSONALISATION
(express
individuality
through purchase...
Stories behind brand names
Lego – A combination of the Danish phrase
leg godt, which means play well. Lego also
happens to...
Stories behind brand names
 Cisco – Short for San Francisco where the
company was founded
 Verizon – A combination of th...
Soshi Sumsin: Company Background
 South Korean company
 Electronic products (VCRs, stereos and television)

 Started ma...
International Expansion
 They want to enter to American market
 Main reason: Size and buying power of American market
 ...
Transferring Brands Across Borders
Simple Translation:
•
•
•
•

The American Dairy Association’s “Got Milk?” translated in...
Examples from the case

 Taiwanese Brand  American Market - keeping the same
name
 Tatung  Tatung

 Taiwanese Brand ...
Option #1
 Father’s preference- stick with the company
family name
 Sumsin: difficult for English speaking people to
pro...
Option #2
 Acquire ownership of an existing American brand name, one
with market recognition
 Monarch:
 They manufactur...
Option #3
 Select a new name, build market recognition through promotion.
 Need to be politically and socially neutral i...
Comparison of alternatives
PROS

CONS

OPTION 1

• Sticking to the origin
of the company

• Difficult to
pronounce
• Meani...
Criterias for a good brand name
 Reflects the positioning of the brand
 Relates to the target audience
 Informs about t...
Reasons for brand failures
1. Cultural Differences
KOREA

USA

• Lack of diversity

• Diverse

• Lack of experience in
mul...
KOREA

USA

• High context nation
• Advertising employs metaphor
(high context)

• Low context culture nation
• US Adverti...
KOREA

USA

• Advertisements show company
names.

• Only 56 per cent of US
companies represented their
company names in ad...
Reasons for brand failures
2. Lack of Adaptation
 Brand name given to a product is often the name of the
company that man...
Reasons for brand failures
 3. Lack of Linguistic content: When a company name
lacks elements such as verbal, auditory an...
Examples of few companies who have
changed their brand name to adapt
globally
Marketing Implications
 Firms should be prepared to adapt and change their
brand name to fit into global markets
 When g...
Questions
 Evaluate the alternative names being considered
by Sammy Soshi. Which name would you
recommend?
 Whatever new...
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
Soshi somsin int mktg ppt
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Soshi somsin int mktg ppt

  1. 1. Branding: Managing Meaning Case: Soshi Sumsin Ltd International Marketing Ece Camlibel Ritika Sethi Krishna Talesara
  2. 2. LOGO QUIZ Can You Identify These Brands When Their Names Are Stripped Out?
  3. 3. Symbol Word Sentence Trademark Logo Term Name Design Product/Services Sign
  4. 4. Introduction to Branding  Brand: Logo, symbol, name, mark, word, sentence  Branding: Marketing tool used to identify and differentiate your product.  Brand Image: Impression in a consumer’s mind of the brand’s personality  Brand Equity: Measure of the overall value of a brand.
  5. 5. FUNCTIONS OF BRAND NAMES FUNCTIONS OF BRAND NAMES FOR CONSUMERS PERSONALISATION (express individuality through purchase) ENTERTAINMENT (exercise of free choice, satisfy needs) IDENTITY (guides consumers) FOR PRODUCERS GUARENTEE (signature of the manufacturer) PRACTICALITY (summary of information about the product) POSITIONING (competitive scene) CAPITALIZATION (assets holding great potential)
  6. 6. Stories behind brand names Lego – A combination of the Danish phrase leg godt, which means play well. Lego also happens to mean “I put together” in Latin, but the company claims that it’s merely coincidence Skype – Originally Sky-Peer-to Peer, then Skyper, and finally Skype Google – A googol is equivalent to a 1 followed by 100 zeros. Misspelled it as Google when seeing if the domain was available. Another report claims that Andy Bechtolsheim, co-founder of Sun Microsystems and Google’s first investor, misspelled the name on his $100,000 investment check.
  7. 7. Stories behind brand names  Cisco – Short for San Francisco where the company was founded  Verizon – A combination of the words veritas, the Latin word for truth, and horizon, signifying forward-looking and visionary  Apple – It’s speculative but at the time, Steve Jobs worked on an apple farm. Also, some say Jobs wanted it to be in front of Atari in the phone book. While others claim that Jobs wanted it to be a tribute to Apple Records, the music label for the Beatles.
  8. 8. Soshi Sumsin: Company Background  South Korean company  Electronic products (VCRs, stereos and television)  Started manufacturing television components for an American manufacturer in 1990  Manufactured full line of TVs, hi-fi and stereo equipment for three other American firms  Marketing their own products since 1992 under the name of Sumsin.
  9. 9. International Expansion  They want to enter to American market  Main reason: Size and buying power of American market  Introduction date was set as April 2009  Mr. Soshi relied on his son to carry out international marketing and as his first decision he had to select a brand name for the American market
  10. 10. Transferring Brands Across Borders Simple Translation: • • • • The American Dairy Association’s “Got Milk?” translated into Spanish as “Are you lactating?” KFC’s “Finger-Licking Good” translated into Chinese as “We’ll Eat Your Fingers Off” Braniff Airlines’ “Fly in leather” translated into Spanish as “Fly naked” Schweppes Tonic Water was translated into Italian as Schweppes Toilet Water. Transliteration: • • • Axe is called Lynx in UK Lays is called Walkers in UK Burger King is called Hungry Jack’s in Australia Transparent brand name: • Sony, Nokia, Apple, Coca Cola
  11. 11. Examples from the case  Taiwanese Brand  American Market - keeping the same name  Tatung  Tatung  Taiwanese Brand  American Market - changing the name  Kunno Lo  Kennedy  Kennex  Pro-Kennex
  12. 12. Option #1  Father’s preference- stick with the company family name  Sumsin: difficult for English speaking people to pronounce and seemed meaningless and foreign.  Soshi: equally unfamiliar and meaningless and people may confuse it with “sushi”.
  13. 13. Option #2  Acquire ownership of an existing American brand name, one with market recognition  Monarch:  They manufactured radios in Chicago in 1932, and were nationally known in the 1940.  Badly hurt by TV in 1950s (reduced size of the radio market)  The company was wiped out in 1960’s  Monarch - $50,000  Tied in with electronic products in public’s mind  Wondered if people still remembered the Monarch name.  Difficult to decide if recognition was positive or negative because of the company’s failure in the market.
  14. 14. Option #3  Select a new name, build market recognition through promotion.  Need to be politically and socially neutral in American and other foreign markets.  Easy to pronounce and remember  Proteus: ancient Greek sea God, easy to pronounce in most European languages, too neutral to help sell the product  Blue streak: easy name in English, but not in other languages, connotation of speed and progress might provide a boost for the product.
  15. 15. Comparison of alternatives PROS CONS OPTION 1 • Sticking to the origin of the company • Difficult to pronounce • Meaningless OPTION 2 • Well reputed • Awareness of the product is present • Preconceived notions OPTION 3 • Innovative • Neutral • Easy to pronounce and remember • Not in connection with the product
  16. 16. Criterias for a good brand name  Reflects the positioning of the brand  Relates to the target audience  Informs about the benefit the product offers Therefore we think they should go with option 3  Easy to remember, to spell and to pronounce  Internationally compatible  Short and unique  Copyright protected  Easy to visualize  Timeless  Domain name is available
  17. 17. Reasons for brand failures 1. Cultural Differences KOREA USA • Lack of diversity • Diverse • Lack of experience in multicultural issues • A lot of experience in multicultural issues since most multinational companies originate from USA • Market Korean products globally as they would domestically • “Korea is better than your country”- insulting and offputting to other countries • Marketing mix decisions are adapted to meet the local culture of the host country Ex: Mc Donald’s
  18. 18. KOREA USA • High context nation • Advertising employs metaphor (high context) • Low context culture nation • US Advertising uses product features and the utilitarian needs for products (low context) • The Korean style of communication: “accommodation oriented” • Direct and confrontational approach. • Fewer direct references to the brand • Represent brand, product, and company name early on and frequently in advertising. • Brand taglines appeal to more culturally diffusive value. • US subjects shows more favorable attitudes towards advertising and brands.
  19. 19. KOREA USA • Advertisements show company names. • Only 56 per cent of US companies represented their company names in advertising. • Advertisers feel consumers usually base purchases of most products and services at least in part on the reputation of the company. • Reputation of the company is considered important to consumers in only about half of television commercials • Brand-logos/taglines are abstract and symbol. • Brand-logos/taglines contain more direct speech.
  20. 20. Reasons for brand failures 2. Lack of Adaptation  Brand name given to a product is often the name of the company that manufactures it  Historically related, founders name, difficult to change it  Example: P&G twofold brand strategy  Difficult to memorize in many countries  Serious obstacle to clear communication  Creating confusion  Essential to be prepared to carry out the necessary brand-name modifications
  21. 21. Reasons for brand failures  3. Lack of Linguistic content: When a company name lacks elements such as verbal, auditory and intellectual meaning.  Symbolic connotation to communicate product attributes.  Make It possible to understand the pure linguistic capacity of a brand independent of the established goodwill.  The is issue is whether a brand is transposable into other linguistic contexts.  Ex: Coca cola
  22. 22. Examples of few companies who have changed their brand name to adapt globally
  23. 23. Marketing Implications  Firms should be prepared to adapt and change their brand name to fit into global markets  When going global, firms should take a neutral brand name which is well adapted to the culture of the host country  Make sure brand name is in sync with the product features and company culture  Make sure your brand name doesn’t have an unintended negative meaning
  24. 24. Questions  Evaluate the alternative names being considered by Sammy Soshi. Which name would you recommend?  Whatever new name is chosen, should Soshi Sumsin adopt the same name in the Korean market?  What are the advantages of selecting different brand names, as appropriate, in each foreign market?  Enumerate the characteristics that should be possessed by a good international brand name?

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