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Positioning and branding across cultures "
The Netherlands
Zwolle
• 8 different Business Studies• 5,000 business students• 1,000 first year studentsSchool of business and economicsWindeshe...
Sander Janssens Msc (email: aj.janssens@windesheim.nl )18 years work experience international marketing in companies and i...
• Stereotypes• Values• Cultural iceberg• The very unfortunate Egyptianengineer• Levels of mental programming• Cultural oni...
CulturePassionbrandPositioningAdvertisingappealCultural moodboardPersonaBrand descriptionPositioning diamondAdvertisementc...
Day Case work studentsTuesday15.15-17.15Group IIIntroduction intercultural theoryIntroduction interculturalexercisesStereo...
Stereotype <-> CultureDefinition of stereotypea widely held but fixed and oversimplified image or ideaof a particular type...
Stereotypes are powerful• “Germans are all punctual but don’t have asense of humor, people from Great Britain doand always...
The world according to the USA
Francois Hollandes Camel Eaten By Family InTimbuktu, MaliAccording to French Magazine Valeurs Actualites (Current Values),...
Symbolic attributesCountry of origin
Stereotypes• Write down all stereotypes of a country youcan think of
EgyptianCultureDutchCultureTrain
Not directly visibleImplicit cultureStronginfluence
Role of a motherRole is the same everywhere in the world ?
Role of a mother
Everything will be alright, sweet little darling
The Mom who coached little Billy to an A on his final algebra testhttp://www.cheesecupid.com/
Mother childRelation (biological)Mother childRelationAmerican vs DutchMother childRelationPersonalities
Mother child relationCultural aspectsNetherlands USAEffort should be rewarded Result should be rewardedEmotional support d...
Values help explaining differentcultures but ……Can you explain the following examples on the basisof underlying values ?• ...
SRC, the self reference criterionExample SRC Dinner habits: USA versus Europe• Not asking the waiter for the bill but inst...
Platinum ruleTreat people like THEY would like to betreated, not the way you’d like to betreated.True or false ?
1a dokuz eylul university izmir int week 2013 starter
1a dokuz eylul university izmir int week 2013 starter
1a dokuz eylul university izmir int week 2013 starter
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1a dokuz eylul university izmir int week 2013 starter

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1a dokuz eylul university izmir int week 2013 starter

  1. 1. Positioning and branding across cultures "
  2. 2. The Netherlands
  3. 3. Zwolle
  4. 4. • 8 different Business Studies• 5,000 business students• 1,000 first year studentsSchool of business and economicsWindesheim is one of the largest of the 39 Universities of Applied Sciences in the Netherlands with over21.500 students. It offers study programmes in 87 different disciplines, which are grouped within thevarious departments. The emphasis is on a student-focused, practice-oriented education.
  5. 5. Sander Janssens Msc (email: aj.janssens@windesheim.nl )18 years work experience international marketing in companies and international marketingconsultant. Specialisation: marketing communication, services marketing10 years educational experienceCoordinator Minor International business Studies, marketing across cultures, global marketing,Coordinator Hong Kong Business case contestInternational lecturing experience, Paris, Lyon France, Katowice Poland, Nordhausen Germany,Platteville Wisconsin USA, Tampere Finland.Positioning and branding across cultures "
  6. 6. • Stereotypes• Values• Cultural iceberg• The very unfortunate Egyptianengineer• Levels of mental programming• Cultural onion• Self reference criterion• Bedtime storyPositioning and branding across cultures "
  7. 7. CulturePassionbrandPositioningAdvertisingappealCultural moodboardPersonaBrand descriptionPositioning diamondAdvertisementconcept
  8. 8. Day Case work studentsTuesday15.15-17.15Group IIIntroduction intercultural theoryIntroduction interculturalexercisesStereotyping, cultural iceberg,Hofstede theory• Students are divided into groups• Each group gets assigned to a European country• Find examples of country culture compared to Turkey• Check out values of Hofstede compare to Turkey• Cultural moodboard• Find a consumer commercial from the country whichyou explain culturallyChoose consumer productWednesday09.00-12.15Group IIIntroduction brandingpositioningChoose a target segmentDevelop a personaPositioning statementShort Promotional video (youtubestyle)• Choose a target segment• Visualize a persona in another culture.• Develop passion brand• Develop a positioning statement that fits with thelocal culture (use positioning diamond)• Develop a advertising concept 1 productThursday13.30-16.30Group IISynthesis Intercultural Branding Preparation (anglo saxon style of presenting )Group presentations of the final resultsCountry, culture, products, ,
  9. 9. Stereotype <-> CultureDefinition of stereotypea widely held but fixed and oversimplified image or ideaof a particular type of person or thing
  10. 10. Stereotypes are powerful• “Germans are all punctual but don’t have asense of humor, people from Great Britain doand always have their tea at 5 pm in theafternoon, Italian men pick up girls all thetime, the French eat baguette, cheese andfrogs’ legs.Jeremy Clarkson Meets the Neighbours - Germany Pt 3http://www.youtube.com/watch?v=UdrsrjSpXnE&feature=related
  11. 11. The world according to the USA
  12. 12. Francois Hollandes Camel Eaten By Family InTimbuktu, MaliAccording to French Magazine Valeurs Actualites (Current Values), who quoted sources close tothe French Minister of Defense Jean-Yves Le Drian, the camel ended up as a typical Saharantajine stew.
  13. 13. Symbolic attributesCountry of origin
  14. 14. Stereotypes• Write down all stereotypes of a country youcan think of
  15. 15. EgyptianCultureDutchCultureTrain
  16. 16. Not directly visibleImplicit cultureStronginfluence
  17. 17. Role of a motherRole is the same everywhere in the world ?
  18. 18. Role of a mother
  19. 19. Everything will be alright, sweet little darling
  20. 20. The Mom who coached little Billy to an A on his final algebra testhttp://www.cheesecupid.com/
  21. 21. Mother childRelation (biological)Mother childRelationAmerican vs DutchMother childRelationPersonalities
  22. 22. Mother child relationCultural aspectsNetherlands USAEffort should be rewarded Result should be rewardedEmotional support duringprocess is importantSupport in achieving theresultJust behave normally, that iscrazy enough“Outdo the ordinary “Good is good enough Go for the top, excellentresult
  23. 23. Values help explaining differentcultures but ……Can you explain the following examples on the basisof underlying values ?• Men wearing ties• Women wearing high heels• Americans holding their fork in their right handwhereas Europeans use their right hand• 2 or three kisses when greeting as an expressionof difference in values?
  24. 24. SRC, the self reference criterionExample SRC Dinner habits: USA versus Europe• Not asking the waiter for the bill but instead waiting forit, assuming that it will be on the table automatically,as an example of relying on the SRCAttribution• Whereby people explain the world around them byattributing opinions, traits and causes to people orthings they observe• Many cultural mistakes are made due to SRC andattribution; assuming that what you are used to willoccur in any other kind of context in the same way.
  25. 25. Platinum ruleTreat people like THEY would like to betreated, not the way you’d like to betreated.True or false ?

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