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One brand workshop global brands local cultures


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One brand workshop global brands local cultures

  1. 1. (1) Brand Building Workshop Mexico City 2012
  2. 2. (2) "Building successful global brands that connect to local cultures"
  3. 3. (3) The fundamentals of “Planning”
  4. 4. (4) What isWhat is ““cultureculture””?? “The values, attitudes, rituals, beliefs, artifacts and other meaningful symbols represented in the pattern of life adopted by people that help them interpret, evaluate and communicate as members of society.” Our ideas, our values, our acts and our emotions are cultural products – historically created systems of meanings. Specific Cultures •National culture • Corporate culture • Music culture • Age culture
  5. 5. (5) What is aWhat is a ““brandbrand””?? “A product is made in a factory. A brand is something bought by people/consumers.” “A brand is a collection of perceptions and associations that exist in the minds of consumers.” Marketing How do we fit into people’s lives? Culture How do people live ? Brands How do de we make People’s lives better?
  6. 6. (6) What’s the common denominator across the 50 brands showing the fastest growth both in depth of customer relationships and financial value between 2000 and 2010? All of them, regardless of size or category, have been built on an ideal of improving lives in some way.
  7. 7. (7) Word Values and Cultural Dementions
  8. 8. (8) Primary References Hofstede’s 5 Dimensions of Culture •Power Distance (PDI) •Individualism/Collectivism (IDV) •Masculinity/Femininity (MAS) •Uncertainty Avoidance (UAI) •Long-Term Orientation (LTO) Highly Recommended !
  9. 9. (9) The Power Distance Dimension (PDI), ““The extent to which less powerful members of societyThe extent to which less powerful members of society accept that power is distributed unequally.accept that power is distributed unequally.”” High PDIs: Malaysia, France, Mexico Medium PDIs: USA, UK, Canada Low PDIs: Denmark, Hungary, Austria High Low Hierarchy, Status.
  10. 10. (10) Individualism/Collectivism (IDV) ““ People looking after themselves and their familyPeople looking after themselves and their family only, versus people belonging to inonly, versus people belonging to in--groups ingroups in exchange for for loyalty.”” Individualistic: N. Europe, USA, Canada Australia Small trusted groups. Large extended groups of family and friends. Collectivist: S. Europe, Latin America Asia High division between private life and work. Importance of private places (gardens). Universal values. Low division between private life and work. Importance of public places (parks). Particular values.
  11. 11. (11) Masculinity versus Femininity (MAS) ““The dominant values in a masculine society areThe dominant values in a masculine society are achievement and success; the dominant values in aachievement and success; the dominant values in a feminine society are caring for others and the quality offeminine society are caring for others and the quality of”” Low PDI FEM. Low PDI MAS. High PDI FEM. High PDI MAS. Power and Success Success Power SWE NOR DEN FIN NET CAN AUL USA GBR/GER SWIAUT CHL ISR POR THA KOR SPA FRA Use of Status Appeal in Advertising Never Frequent SIN MAL GUA BEL GRE HOK PAN ITA MEX VEN JPN
  12. 12. (12) Uncertainty Avoidance (UAI) ““The extent to which people feel threatened byThe extent to which people feel threatened by uncertainty and ambiguity and try to avoid theseuncertainty and ambiguity and try to avoid these situations.situations.”” Low UAI FEM. High UAI FEM. Low UAI MAS. High UAI MAS. SWE NOR DEN SIN NET CAN AUL USA GER SWI AUT IND Buying Motives for Cars JAM POR THA KOR SPA FRA MAL GUA PAK Safety Value Safety Value Status: Big Powerful Status: Big Powerful Fast BIG Technology Design Fast BIG Technology Design Design Style Fashion Design Style Fashion BEL GRE HOK ITA MEX VEN JPN GBR NZL PDI +PDI +
  13. 13. (13) Long-Term Orientation ““The extent to which a society exhibits a pragmatic,The extent to which a society exhibits a pragmatic, future orientated perspective rather than afuture orientated perspective rather than a conventional historic or short term point of view.conventional historic or short term point of view.”” Short-term Long-term Anglo Saxon • Ambition • Opportunity • Respect for National Traditions • What is “right/wrong” Asian (Confucian) • Patience , persistence • Respect for heritage and family traditions • What “works” Brazil Netherlands Belgium Italy Latin America Mexico
  14. 14. (14) 6 Strategies for International Branding •Cultivate Established Local Brands – Corona Beer •Global Platform, Local Adaptations – Coca-Cola, McDonalds •Create New Brands for Global Needs – Nintendo Gameboy, X-box •Acquire Local Brands and Internationalize - Unilever. Nestlé, Danone •Develop Line Extensions – Coca-Cola Light, Pepsi Max •Employ a Multi-Local Strategy – company name as guarantee of quality - Nestlé
  15. 15. (15) AXE Deodorant Universal masculine youth values and life style (sex) Local cultural values – music /concerts, respecting local tastes and limits of moral standards.
  16. 16. (16) Corona Beer Universal values – friendship, acceptance, status Local cultural values –  Mexico – national pride  Spain – belonging, stability  Germany – self esteem
  17. 17. (17) Nike + iPod - Run Americas Universal values – fitness, the joy of running, unique experiences Local cultural values  City identity, pride  Local community of runners
  18. 18. (18) Dove – Campaign for Real Beauty Universal values – beauty is natural not synthetic Local cultural values – • N. Europe – individualism, the right to be yourself • S. Europe and Latin cultures – self esteem and pride
  19. 19. (19) Starbucks Coffee Universal values – a third space between work and home, fair prices to coffee growers. Local cultural values • N. Europe – a quiet place the think, read, work and listen to good music. • S. Europe and Latin culture – social and work, status, self esteem social recognition.
  20. 20. (20) Summary People don’t care if the brand is global but they increasingly prefer local brands or what they perceive as local brands. To be effective brands :  Must get attention and be immediately recognized,  Must be relevant and meaningful – reflect the role of the brand in peoples lives,  Must be linked with peoples values These elements are influenced by the brand culture and the culture of the audience it is trying to reach.
  21. 21. (21) The Future. . . .Next Workshop. Building Brands in a Digital World. Thank You !!