Pinocchio	
  &	
  the	
  black	
  box	
  of	
  	
  
Culture,	
  Hybridization,	
  	
  

Surrogacy	
  &	
  Branding	
  

Jo...
•  Details	
  of	
  free	
  downloads	
  
for	
  a	
  month	
  
•  An	
  insight	
  into	
  some	
  of	
  my	
  
research	...
 A	
  taxonomy,	
  undertaken	
  by	
  Heding,	
  Knudtzen	
  and	
  Bjerre	
  (2009),	
  representa3ve	
  of	
  a	
  syst...
Culture	
  

Branding	
  

Surrogacy	
  

Global	
  (one	
  size	
  fits	
  all),	
  or	
  Local	
  (bespoke)?	
  

GLocalc...
The	
  Middle	
  East	
  has	
  seen	
  a	
  78%	
  
growth	
  in	
  brand	
  value,	
  based	
  
on	
  high	
  demand	
  ...
Actually	
  if	
  we	
  look	
  at	
  the	
  UAE,	
  
the	
  Muslim	
  world	
  and	
  beyond,	
  for	
  example…	
  
It	
...
And	
  it’s	
  
•  More	
  than	
  ‘meat	
  and	
  money’	
  
•  Not	
  something	
  just	
  about	
  and	
  for	
  Muslim...
Explicitly	
  Islamic	
  

Exclusively	
  for	
  Muslims	
  
Predominantly	
  for	
  Muslims	
  
Targe+ng	
  Muslims	
  
B...
Trends	
  
•  DeterritorializaBon,	
  DenaBonalizaBon,	
  &	
  
ReterritorializaBon	
  
•  Brand	
  surrogacy	
  phenomeno...
•  brand	
  stakeholder	
  analysis	
  and	
  customer	
  
dynamics	
  are	
  in	
  need	
  of	
  refinement	
  and	
  a	
 ...
•  We	
  need	
  to	
  consider:	
  
(1)	
  Ownership/nonOwnership/temporary	
  Ownership	
  
(Donership)	
  
(2)	
  Usage...
A	
  Macro	
  view	
  
Toolkits	
  for	
  managing	
  
Crea+vity	
  and	
  Execu+on	
  
The	
  C.H.A.N.G.E.S.	
  model	
  
Wilson,	
  J.A.J.	
  (2010)	
  

Culture	
  

Hybridiza3on	
  

Surrogacy	
  

Authen3c...
Abracadabra	
  approach	
  to	
  crea3on,	
  Wilson	
  (2010)	
  
Actor	
  

Brand	
  
Rhythm	
  

Reac+on	
  

Ba]le	
  
...
A	
  Micro	
  view	
  
Mapping	
  consumer	
  psychographic	
  and	
  
behavioural	
  networks	
  of	
  decision-­‐making	...
•  Career	
  prospects	
  and	
  skills	
  competences?	
  
•  No	
  more	
  East	
  and	
  West…	
  but	
  then	
  what	
...
Dubai 1st nov branding   j wilson
Dubai 1st nov branding   j wilson
Dubai 1st nov branding   j wilson
Dubai 1st nov branding   j wilson
Dubai 1st nov branding   j wilson
Dubai 1st nov branding   j wilson
Dubai 1st nov branding   j wilson
Dubai 1st nov branding   j wilson
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Dubai 1st nov branding j wilson

  1. 1. Pinocchio  &  the  black  box  of     Culture,  Hybridization,     Surrogacy  &  Branding   Jonathan  Wilson   Senior  Lecturer  &  Course  Leader   Adver3sing,  Branding  &  Marke3ng  Communica3ons  Management  
  2. 2. •  Details  of  free  downloads   for  a  month   •  An  insight  into  some  of  my   research   •  Evidence  to  suggest  that   some  exis3ng  frameworks   fall  short   •  New  terms  and  a  toolkit   •  Another  pair  of  eyes  and   someone  to  float  ideas   with  
  3. 3.  A  taxonomy,  undertaken  by  Heding,  Knudtzen  and  Bjerre  (2009),  representa3ve  of  a  systema3c   analysis  of  300+  brand  management  research  ar3cles,  spanning  the  period  of  1985-­‐2006;  suggests   that  various  approaches  can  be  categorised  within  seven  groups:   •  •  •  •  •  •  Economic   Iden+ty   Consumer-­‐based   Personality   Rela+onal   Community   •  Cultural    “ These  seven  ‘schools  of  thought’  represent  fundamentally  different  percep3ons  of  the  brand,  the  nature  of   the  brand-­‐consumer  exchange,  and  how  brand  equity  is  created  and  managed”      (Heding,  Knudtzen  and  Bjerre,  2009,  p.3)  
  4. 4. Culture   Branding   Surrogacy   Global  (one  size  fits  all),  or  Local  (bespoke)?   GLocalculturalisa+on  ?...  
  5. 5. The  Middle  East  has  seen  a  78%   growth  in  brand  value,  based   on  high  demand  for  Islamic   banking  products  and   services.   [2010  The  BrandFinance®  Global  500]   1.8  billion  Muslims  globally   52.5%  are  under  24  years  old   Muslim  youth  account  for  11%  of  the  world’s  popula3on    
  6. 6. Actually  if  we  look  at  the  UAE,   the  Muslim  world  and  beyond,  for  example…   It  could  be  argued  that  the  majority  of  prac3ces  in  this   field  demonstrate:   Islamicised  Branding  -­‐  as  opposed  to     Islamic  Branding  &  Marke+ng  
  7. 7. And  it’s   •  More  than  ‘meat  and  money’   •  Not  something  just  about  and  for  Muslims   •  More  than  religion  
  8. 8. Explicitly  Islamic   Exclusively  for  Muslims   Predominantly  for  Muslims   Targe+ng  Muslims   Brand  Extension   Ingredient  Brand   Islamifica3on   Consumed  by  Muslims   And  Halal!   Country  of  origin   Heritage   Symbolism   Situa+on  specific   Experien+al   Adapta+ons   Universal  Metaphor   Linguis+c  Heritage   Implicitly  Islamic  
  9. 9. Trends   •  DeterritorializaBon,  DenaBonalizaBon,  &   ReterritorializaBon   •  Brand  surrogacy  phenomenon:    brands   have  become  conduits  for  cultural   homogeniza3on  and  hybridiza3on  
  10. 10. •  brand  stakeholder  analysis  and  customer   dynamics  are  in  need  of  refinement  and  a   classifica3on  which  is  more  reflec3ve  of   intangible  and  figura3ve  aspects   •  These  are  subject  to  +me  specific   interconnected  and  dynamic  states.  
  11. 11. •  We  need  to  consider:   (1)  Ownership/nonOwnership/temporary  Ownership   (Donership)   (2)  Usage/nonUsage   (3)  Communica+on   (4)  Stake  -­‐  qualified  according  to:      bargaining  power/interest/impact.  
  12. 12. A  Macro  view  
  13. 13. Toolkits  for  managing   Crea+vity  and  Execu+on  
  14. 14. The  C.H.A.N.G.E.S.  model   Wilson,  J.A.J.  (2010)   Culture   Hybridiza3on   Surrogacy   Authen3city   Na3on   Branding   English   Global   Posi3oning  /   Game  Theory  
  15. 15. Abracadabra  approach  to  crea3on,  Wilson  (2010)   Actor   Brand   Rhythm   Reac+on   Ba]le   Argot   Culture   Audience   Delivery   Artefact   Wilson,  J.A.J.  (2010),  “Branding  to  the  Hip-­‐Hop  genera3on”,  6th  InternaBonal  Colloquium  –  Academy  of  MarkeBng,   Brand,  IdenBty  and  ReputaBon  Special  Interest  Group,  ESADE  Business  School,  Barcelona  Spain,  9th-­‐11th  April  2010.  
  16. 16. A  Micro  view   Mapping  consumer  psychographic  and   behavioural  networks  of  decision-­‐making  
  17. 17. •  Career  prospects  and  skills  competences?   •  No  more  East  and  West…  but  then  what   happens  to  Occidentalism  and  Orientalism?  

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