Ibahrine Chapter 11 From Value Paradox To Strategy

Chapter 11
From Value Paradox to Strategy

Introduction
Brand value means mindshare: the position the brand has in the mind of the consumer
Reach global mindshare, a brand must fit in the minds of the consumer in different cultures and countries

Introduction
In global brand strategy, the choice is not between global and local but between ineffective global standardization and effective cultural segmentation strategy

Introduction
Common perception is that a strategy can be global, but execution must be local
AT the centre of strategy is culture
Both mission statement and brand positioning statements appear to be culture-bound because they reflect the philosophy of a company’s leaders

Company mission and vision
Mission statement is an explicit formulation of what the company stands for
Vision states where the company wants to be in the future

Practice is of Western origin, self-analysis and statement of uniqueness
Mission statements reflect culture
Implicit or explicit statements or no statements at all

The concept of mission and vision are western inventions
It has become a global management practice to provide statements expressing a company's strategic intent, its philosophy, values and ethics or operational effectiveness
Yet the form and content are not similar

Japanese statements reflect harmony, all people ( kyose )
American statement reflect the need for performance, leadership, greatness and growth

Corporate identity
Corporate identity is the “self” of the organization, is unique, must be consistent: reflection of individualism
Collectivist’s identity can change according to varying social positions and situations
The task of creating a corporate identity begins with the selection of an appropriate corporate name

Corporate identity
Uniqueness and consistency of corporate identity in individualistic cultures is opposed to collectivist’s identity, which can change according to varying social positions and situations

Int’l Marketing Communication Strategies
One or different brand names, one concept, different executions, based on
culture-fit advertising styles

Stages of global market development
1. Global products, global marcom
• Advertising at level of product attributes , generic
2. Global products, adapted marcom
• Usage of global product varies by culture
• Market saturation , competition
• Differentiation : benefit/value level
3. Local products, local marcom
• Competition drives further differentiation
• Localization or cultural segmentation

Example: Mobile communications
Attributes Connecting people
Benefit Control, efficiency
Value Freedom

Work where you want
Both ads reflect the concept “work where you want”, frequently used by IT and telecom companies of the North-West of Europe
In IDV cultures people like to have the freedom to work where they want. This is even stronger when IDV is combined with FEM (Scandinavia), where it reflects the need for quality of life.
In COL cultures, and particularly when combined with MAS (Japan, Italy) there is a strong distinction between work life and private life and the concept of “work where you want” is not appealing.

Values in international advertising
Products are not culture-free
No global consumers for global products
People use the same product in different ways
There are no global values
Global advertising can reinforce differences
Global communities?
Young people vary as much as general public s

Ibahrine Chapter 11 From Value Paradox To Strategy

by ibahrine

Accessibility

Categories

Upload Details

Usage Rights

1 Embed 25

Statistics

Ibahrine Chapter 11 From Value Paradox To Strategy Presentation Transcript