Ibahrine Chapter 2 Global Branding

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Ibahrine Chapter 2 Global Branding

  1. 1. Chapter 2 Global Branding American University of Sharjah College of Arts and Sciences Department of Mass Communication Dr. Ibahrine
  2. 2. 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
  3. 3. What is a brand <ul><li>The term &quot;brand&quot; is at the root of brand equity </li></ul><ul><li>A brand represents a &quot; 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 ” </li></ul>
  4. 4. The Concept of Brand Equity <ul><li>Brand </li></ul><ul><ul><li>Is a name, term, sign, symbol, or design. </li></ul></ul><ul><ul><li>Identifies and differentiates goods and services of one seller or group of sellers from those of the competition. </li></ul></ul><ul><ul><li>Communicates a particular set of values. </li></ul></ul>2–
  5. 5. <ul><li>Brand identity </li></ul><ul><li>Brand personality </li></ul><ul><li>Brand position </li></ul><ul><li>Brand image </li></ul><ul><li>Brand promise and brand preference </li></ul><ul><li>Brand loyalty </li></ul>Brand Communication Strategy 7-
  6. 6. <ul><li>Brand identity </li></ul><ul><ul><li>Must be distinctive and familiar in terms of name, logo, colors, typeface, design, and slogan. </li></ul></ul><ul><li>Brand personality </li></ul><ul><ul><li>Human characteristics like loving, trustworthy, sophisticated. </li></ul></ul><ul><li>Brand image </li></ul><ul><ul><li>The mental image consumers construct for a product based on symbols and associations that customer link to a brand </li></ul></ul>Brand Communication Strategy 7-
  7. 7. Dimensions of Brand Personalities 2– Excitement Sincerity Ruggedness Sophistication Competence
  8. 8. <ul><li>Brand position </li></ul><ul><ul><li>The soul or essence of the brand; it stands for something that matters to consumers </li></ul></ul><ul><li>Brand promise and brand preference </li></ul><ul><ul><li>Believing the promise that a brand will meet your expectations leads to brand preference </li></ul></ul><ul><li>Brand loyalty </li></ul><ul><ul><li>A connection built over time that leads to repeat purchases </li></ul></ul>Brand Communication Strategy 7-
  9. 9. Branding models <ul><li>Brand as association network in the mind of the consumer – can be applied to global branding </li></ul><ul><li>Brand as a personality: personalities vary across nations </li></ul><ul><li>Cultural branding model based on local myths </li></ul><ul><li>Viral or tribal branding: brand communities are locally/nationally based (language, shared culture) </li></ul>
  10. 10. Brand Equity <ul><li>Brands are corporate assets </li></ul><ul><li>Basis of brand equity is </li></ul><ul><ul><li>Mindshare = existence of brand in the mind of the consumer </li></ul></ul><ul><ul><li>Consumer equity = Influence on buying behavior </li></ul></ul><ul><li>Consumer equity influences brand value </li></ul><ul><ul><li>Consumers have different brand associations across cultures, so brand value varies </li></ul></ul>
  11. 11. Higher market share Increased brand loyalty Premium pricing Effects of Brand Equity Increases
  12. 12. 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.
  13. 13. Corporate brands
  14. 14. The Global Brand: definitions <ul><li>A brand available across multiple geographies </li></ul><ul><li>Brands with the same strategy in all target markets </li></ul><ul><li>Brands that consumers can find under the same name in multiple countries </li></ul><ul><li>Is “globalness” an element of a global brand’s existence? </li></ul>
  15. 15. Characteristics Global Brand <ul><li>Available in most countries in the world </li></ul><ul><li>Same strategic principles, positioning, marketing in all markets </li></ul><ul><li>Carries the same brand name and/or logo </li></ul><ul><li>Marketing mix may vary; e.g. different products </li></ul><ul><li>Substantial market share in all countries </li></ul><ul><li>Comparable distribution intensity </li></ul><ul><li>Comparable brand loyalty </li></ul><ul><li>Visual dominance </li></ul>
  16. 16. Characteristics Of World-Class Brands <ul><ul><li>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: </li></ul></ul>
  17. 17. Characteristics Of World-Class Brands <ul><ul><ul><li>1. The brand excels at delivering the benefits customers truly desire </li></ul></ul></ul><ul><ul><ul><li>2. The brand stays relevant </li></ul></ul></ul><ul><ul><ul><li>3. The pricing system is based on consumers' perceptions of value </li></ul></ul></ul><ul><ul><ul><li>4. The brand is properly positioned </li></ul></ul></ul><ul><ul><ul><li>5. The brand is consistent </li></ul></ul></ul>
  18. 18. Characteristics Of World-Class Brands <ul><ul><li>6. The brand portfolio and hierarchy make sense </li></ul></ul><ul><ul><li>7. The brand makes use of and coordinates a full repertoire of marketing activities </li></ul></ul><ul><ul><li>8. The brand's managers understand what the brand means to consumers </li></ul></ul><ul><ul><li>9. The brand is given proper support, and that support is sustained over the long run </li></ul></ul><ul><ul><li>10. The company monitors sources of brand equity </li></ul></ul>
  19. 19. Connect: Association Facet <ul><li>Association: using symbols to communicate. </li></ul><ul><li>The primary tool used in brand communication. </li></ul><ul><li>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. </li></ul>4-
  20. 20. Connect: Association Facet <ul><li>Factors Driving Association </li></ul><ul><li>Symbolism </li></ul><ul><ul><li>A brand takes on a symbolic meaning. </li></ul></ul><ul><ul><li>It stands for certain, usually abstract, qualities. </li></ul></ul><ul><li>Conditional Learning </li></ul><ul><ul><li>Thoughts and feelings associated with the brand. </li></ul></ul><ul><ul><li>Beer is about sporting events, beach parties, and pretty women. </li></ul></ul><ul><li>Transformation </li></ul><ul><ul><li>A product is transformed into something special, differentiated by its brand image symbolism and personality. . </li></ul></ul>4-
  21. 21. Elements brand association network brand name + signals products users places occasions moments moods visual images attributes Values benefits
  22. 22. Associations with Coca-Cola <ul><li>Coca-Cola </li></ul>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
  23. 23. 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
  24. 24. Assignments <ul><li>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 </li></ul><ul><li>Go to the website of Interbrand and find which brands in different countries are most highly valued. </li></ul>4-

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