Chapter 2 Global Branding American University of Sharjah College of Arts and Sciences Department of Mass Communication Dr. Ibahrine

Chapter 1 Objectives Define and understand the value of the brand concept Explain the global brand in global marketing Explore the brand as an association network Explain global brand strategies Discuss the global brand communications

What is a brand The term "brand" is at the root of brand equity A brand represents a " name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition ”

The term "brand" is at the root of brand equity

A brand represents a " name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition ”

The Concept of Brand Equity Brand Is a name, term, sign, symbol, or design. Identifies and differentiates goods and services of one seller or group of sellers from those of the competition. Communicates a particular set of values. 2–

Brand

Is a name, term, sign, symbol, or design.

Identifies and differentiates goods and services of one seller or group of sellers from those of the competition.

Communicates a particular set of values.

Brand identity Brand personality Brand position Brand image Brand promise and brand preference Brand loyalty Brand Communication Strategy 7-

Brand identity

Brand personality

Brand position

Brand image

Brand promise and brand preference

Brand loyalty

Brand identity Must be distinctive and familiar in terms of name, logo, colors, typeface, design, and slogan. Brand personality Human characteristics like loving, trustworthy, sophisticated. Brand image The mental image consumers construct for a product based on symbols and associations that customer link to a brand Brand Communication Strategy 7-

Brand identity

Must be distinctive and familiar in terms of name, logo, colors, typeface, design, and slogan.

Brand personality

Human characteristics like loving, trustworthy, sophisticated.

Brand image

The mental image consumers construct for a product based on symbols and associations that customer link to a brand

Dimensions of Brand Personalities 2– Excitement Sincerity Ruggedness Sophistication Competence

Brand position The soul or essence of the brand; it stands for something that matters to consumers Brand promise and brand preference Believing the promise that a brand will meet your expectations leads to brand preference Brand loyalty A connection built over time that leads to repeat purchases Brand Communication Strategy 7-

Brand position

The soul or essence of the brand; it stands for something that matters to consumers

Brand promise and brand preference

Believing the promise that a brand will meet your expectations leads to brand preference

Brand loyalty

A connection built over time that leads to repeat purchases

Branding models Brand as association network in the mind of the consumer – can be applied to global branding Brand as a personality: personalities vary across nations Cultural branding model based on local myths Viral or tribal branding: brand communities are locally/nationally based (language, shared culture)

Brand as association network in the mind of the consumer – can be applied to global branding

Brand as a personality: personalities vary across nations

Cultural branding model based on local myths

Viral or tribal branding: brand communities are locally/nationally based (language, shared culture)

Brand Equity Brands are corporate assets Basis of brand equity is Mindshare = existence of brand in the mind of the consumer Consumer equity = Influence on buying behavior Consumer equity influences brand value Consumers have different brand associations across cultures, so brand value varies

Brands are corporate assets

Basis of brand equity is

Mindshare = existence of brand in the mind of the consumer

Consumer equity = Influence on buying behavior

Consumer equity influences brand value

Consumers have different brand associations across cultures, so brand value varies

Higher market share Increased brand loyalty Premium pricing Effects of Brand Equity Increases

A Customer-Based Brand Equity Framework Source: Adapted from Kevin Lane Keller, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing 57 (January 1993), 7.

Corporate brands

The Global Brand: definitions A brand available across multiple geographies Brands with the same strategy in all target markets Brands that consumers can find under the same name in multiple countries Is “globalness” an element of a global brand’s existence?

A brand available across multiple geographies

Brands with the same strategy in all target markets

Brands that consumers can find under the same name in multiple countries

Is “globalness” an element of a global brand’s existence?

Characteristics Global Brand Available in most countries in the world Same strategic principles, positioning, marketing in all markets Carries the same brand name and/or logo Marketing mix may vary; e.g. different products Substantial market share in all countries Comparable distribution intensity Comparable brand loyalty Visual dominance

Available in most countries in the world

Same strategic principles, positioning, marketing in all markets

Carries the same brand name and/or logo

Marketing mix may vary; e.g. different products

Substantial market share in all countries

Comparable distribution intensity

Comparable brand loyalty

Visual dominance

Characteristics Of World-Class Brands Beyond these particular survey results, a thought leader in the area of branding and brand equity has identified 10 traits shared by the world's strongest brands:

Beyond these particular survey results, a thought leader in the area of branding and brand equity has identified 10 traits shared by the world's strongest brands:

Characteristics Of World-Class Brands 1. The brand excels at delivering the benefits customers truly desire 2. The brand stays relevant 3. The pricing system is based on consumers' perceptions of value 4. The brand is properly positioned 5. The brand is consistent

1. The brand excels at delivering the benefits customers truly desire

2. The brand stays relevant

3. The pricing system is based on consumers' perceptions of value

4. The brand is properly positioned

5. The brand is consistent

Characteristics Of World-Class Brands 6. The brand portfolio and hierarchy make sense 7. The brand makes use of and coordinates a full repertoire of marketing activities 8. The brand's managers understand what the brand means to consumers 9. The brand is given proper support, and that support is sustained over the long run 10. The company monitors sources of brand equity

6. The brand portfolio and hierarchy make sense

7. The brand makes use of and coordinates a full repertoire of marketing activities

8. The brand's managers understand what the brand means to consumers

9. The brand is given proper support, and that support is sustained over the long run

10. The company monitors sources of brand equity

Connect: Association Facet Association: using symbols to communicate. The primary tool used in brand communication. Brand linkage reflects the degree to which the associations presented in the message, as well as the consumer's interest, are connected to the brand. 4-

Association: using symbols to communicate.

The primary tool used in brand communication.

Brand linkage reflects the degree to which the associations presented in the message, as well as the consumer's interest, are connected to the brand.

Connect: Association Facet Factors Driving Association Symbolism A brand takes on a symbolic meaning. It stands for certain, usually abstract, qualities. Conditional Learning Thoughts and feelings associated with the brand. Beer is about sporting events, beach parties, and pretty women. Transformation A product is transformed into something special, differentiated by its brand image symbolism and personality. . 4-

Factors Driving Association

Symbolism

A brand takes on a symbolic meaning.

It stands for certain, usually abstract, qualities.

Conditional Learning

Thoughts and feelings associated with the brand.

Beer is about sporting events, beach parties, and pretty women.

Transformation

A product is transformed into something special, differentiated by its brand image symbolism and personality. .

Elements brand association network brand name + signals products users places occasions moments moods visual images attributes Values benefits

Associations with Coca-Cola Coca-Cola children young people adults unhealthy addictive flippos chips soccer on TV parties mix drink non-alcohol alternative for beer thirst quenching tennis court soft drink red can ubiquitous American young Coca-Cola light break Michael Jackson sticky sweet brown fizzy bubbles

Coca-Cola

Corona Extra original youth be different bars/pubs belonging talk to friends happiness open minded security sophistication exclusivity alternative other drinks more expensive thirst quenching refreshing outdoor good life enjoyment popular original bottle heat low alcohol relaxation Mexican restaurants Mexican with tequila quality mild clear success self esteem independence change freedom cultural enrichment blonde always in bottle without label lemon inside

Assignments Make an inventory of the brands you own or use and decide if they have a personality as described in this chapter. Find the country of origin of the owner of the brand Go to the website of Interbrand and find which brands in different countries are most highly valued. 4-

Make an inventory of the brands you own or use and decide if they have a personality as described in this chapter. Find the country of origin of the owner of the brand

Go to the website of Interbrand and find which brands in different countries are most highly valued.