how do you increase brand performance in emerging and mature markets? Recently published research reveals how consumer attitudes respond differently to marketing and convert into sales to different degrees. Prof Pauwels quantifies how advertising, price and promotions increase awareness, consideration and brand love. Brands that got big in emerging markets should refocus on multiple communication touch points and brand love when aiming to gain hearts and minds in mature markets. Brands that got big in mature markets should refocus on advertising reach and communication awareness to gain WOM and consideration in emerging markets. More details in chapter 9 of Pauwels' first book: "It's Not the Size of the Data - It's How You Use It: Smarter Marketing with Analytics and Dashboards"
Interbrand Best Global brands report 2021Social Samosa
The Interbrand Best Global Brands report highlights the top 100 brands for 2021. Overall, the average brand value increase of the Best Global Brands is 10% in 2021, compared to 1.3% in 2020.
Measuring Meaning: The Evolution of Brand Value and What to Do About ItSustainable Brands
These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit http://www.sustainablebrands.com/digital_learning/brand_innovation/measuring-meaning-evolution-brand-value-what-do-about-it
WPP and Ogilvy Report on future of brands in motion Jan 2021Social Samosa
In partnership with Ogilvy Consulting, WPP interviewed global leaders in innovation, marketing, growth, and UX across four industries to understand mobility strategies and amore for the 'Future of Brands in Motion' Study.
Interbrand Best Global brands report 2021Social Samosa
The Interbrand Best Global Brands report highlights the top 100 brands for 2021. Overall, the average brand value increase of the Best Global Brands is 10% in 2021, compared to 1.3% in 2020.
Measuring Meaning: The Evolution of Brand Value and What to Do About ItSustainable Brands
These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit http://www.sustainablebrands.com/digital_learning/brand_innovation/measuring-meaning-evolution-brand-value-what-do-about-it
WPP and Ogilvy Report on future of brands in motion Jan 2021Social Samosa
In partnership with Ogilvy Consulting, WPP interviewed global leaders in innovation, marketing, growth, and UX across four industries to understand mobility strategies and amore for the 'Future of Brands in Motion' Study.
Dr Lee Ng - COO, Innovation Management Office leader at LumenLab | Metlife Innovation Centre.
Topic: 6 key questions when building products
Product Camp Singapore Volume 5 - Keynote Speaker 2
Digital transformation challenges and the marketing audit imperativeSilvia Rak
The digital transformation poses a unique opportunity for marketers: this process that puts a question mark on business models and erases whole industries offers a chance to take the marketing discipline to a more strategic level. Because at top level everything is under scrutiny, it is a springboard for everyone who would like to escape the “we’ve always done it this way” trap. But my prediction is: only few will make it.
Numa era de mudanças organizacionais e perturbações globais sem precedentes, o relatório Global Marketing Trends 2022 apresenta as principais tendências de marketing, fruto dos desafios de negócio que enfrentamos
This is a presentation I developed on Retail Marketing Consumer trends. It was presented last year at the POPAI South Africa conference in Johannesburg in 2012
هذا الجروب لكل طالبى التطوير و التعلم لدراسات ماجستير إدارة الأعمال وللخريجين الجدد للتمتع بكافة ماتوصلت له علوم إدارة الأعمال من تحديثات يعتمد عليها لمواجهة تحديات سوق العمل
الموقع الرسمي لنا :http://mbarabia.com/
البريد الالكتروني :mbarab3a@gmail.com
If the market for your product or service is taking off, you’re likely experiencing an influx of new entrants. Customers, potential employees and investors—who in the early days didn’t understand your product or were skeptical it would succeed—now tell you that “everyone’s doing that” and want to know “what’s different about you?”
In this presentation, you'll learn how to refine your target market definition and improve your positioning, so you can help your company grow in a crowded market.
The Startup Scorecard provides a tool for guaging the viability of a startup opporutnity across 6 market dynamics and 18 startup strategy heuristics. This slide deck introduces the concepts and the tool.
Jim Ouimet: Presentation to the Worksite Benefits Mania Conference in Las Veg...Afinium Hendrickx
Customer Centric, Data-Driven Enrollment. Creating a unique customer journey by, engaging your customers one-to-one to get to know them in the right way, and relate to them in the right way, to generate the right results. Understand their unique needs, wants and behavioral tendencies, and streamline, personalize, and improve the customer experience.
Presentation to the Worksite Benefits Mania Conference in Las Vegas 29-30 Jul...AfiniumLtd
Customer Centric, Data-Driven Enrollment. Creating a unique customer journey by, engaging your customers one-to-one to get to know them in the right way, and relate to them in the right way, to generate the right results. Understand their unique needs, wants and behavioral tendencies, and streamline, personalize, and improve the customer experience.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
Dr Lee Ng - COO, Innovation Management Office leader at LumenLab | Metlife Innovation Centre.
Topic: 6 key questions when building products
Product Camp Singapore Volume 5 - Keynote Speaker 2
Digital transformation challenges and the marketing audit imperativeSilvia Rak
The digital transformation poses a unique opportunity for marketers: this process that puts a question mark on business models and erases whole industries offers a chance to take the marketing discipline to a more strategic level. Because at top level everything is under scrutiny, it is a springboard for everyone who would like to escape the “we’ve always done it this way” trap. But my prediction is: only few will make it.
Numa era de mudanças organizacionais e perturbações globais sem precedentes, o relatório Global Marketing Trends 2022 apresenta as principais tendências de marketing, fruto dos desafios de negócio que enfrentamos
This is a presentation I developed on Retail Marketing Consumer trends. It was presented last year at the POPAI South Africa conference in Johannesburg in 2012
هذا الجروب لكل طالبى التطوير و التعلم لدراسات ماجستير إدارة الأعمال وللخريجين الجدد للتمتع بكافة ماتوصلت له علوم إدارة الأعمال من تحديثات يعتمد عليها لمواجهة تحديات سوق العمل
الموقع الرسمي لنا :http://mbarabia.com/
البريد الالكتروني :mbarab3a@gmail.com
If the market for your product or service is taking off, you’re likely experiencing an influx of new entrants. Customers, potential employees and investors—who in the early days didn’t understand your product or were skeptical it would succeed—now tell you that “everyone’s doing that” and want to know “what’s different about you?”
In this presentation, you'll learn how to refine your target market definition and improve your positioning, so you can help your company grow in a crowded market.
The Startup Scorecard provides a tool for guaging the viability of a startup opporutnity across 6 market dynamics and 18 startup strategy heuristics. This slide deck introduces the concepts and the tool.
Jim Ouimet: Presentation to the Worksite Benefits Mania Conference in Las Veg...Afinium Hendrickx
Customer Centric, Data-Driven Enrollment. Creating a unique customer journey by, engaging your customers one-to-one to get to know them in the right way, and relate to them in the right way, to generate the right results. Understand their unique needs, wants and behavioral tendencies, and streamline, personalize, and improve the customer experience.
Presentation to the Worksite Benefits Mania Conference in Las Vegas 29-30 Jul...AfiniumLtd
Customer Centric, Data-Driven Enrollment. Creating a unique customer journey by, engaging your customers one-to-one to get to know them in the right way, and relate to them in the right way, to generate the right results. Understand their unique needs, wants and behavioral tendencies, and streamline, personalize, and improve the customer experience.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
#cart
#abandonement
#checkout
#email
#course
#conversion
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
Elevate your trade show game with our comprehensive guide on creating an interactive booth that captures attention and drives engagement! In this presentation, Blue Atlas Marketing shares practical tips and creative strategies to transform your trade show presence. Learn how to use digital displays, interactive demos, and engaging activities to attract visitors and make lasting impressions. Whether you're a trade show veteran or a newcomer, these insights will help you stand out from the crowd and maximize your event success. Dive into our slides to discover how to turn your booth into a dynamic and interactive experience!
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
2. Problem: smarter marketing in emerging markets
Developed Markets
Emerging Markets
Emerging markets needed for growth
But: institutional,
cultural & economic
differences between
countries
Imply ≠ response
• Attention to
advertising?
• Attitude response
to marketing?
• Sales conversion
of attitudes?
3. How do my (e)MBA students decide on electives ?
• USA: Construct individual utility function based on
information search and then each „bid‟ on electives
• Turkey: Get together and decide on which elective
they should all take and then let administration know
If this differs for students with >6 years of business
experience, it may reflect cultural differences
3
4. Do consumer behavior & marketing effects differ ?
“Consumers in emerging markets are more likely to talk about any
kind of online advert than their counterparts in mature markets”
(Mindshare 2011)
“In emerging markets, brands are seen as an important mark of
quality and status. People value the reassurance provided by a
well-known brand name, and if they can, they may be willing to
pay more for it. They believe it is important to get the right
brand even if they have to shop around for it. In mature
markets, people are more likely to assume that all brands stocked
by mainstream retailers will deliver the same basic quality”
(Nigel Hollis, MillwardBrown 2010)
4
5. Overview
• Differences between emerging and mature markets
• Implications for Customer Attitude Dynamics
• Case study 1: Personal care in Brazil vs the U.K.
• Case study 2: Food & beverage in Spain vs France
• Conclusion and contact information
5
6. Emerging Markets
• are countries that are restructuring their economies
along market-oriented lines;
• offer a wealth of opportunities in trade, tech transfers,
and foreign direct investment;
• are regional economic powerhouses with large
populations, resource bases, and markets;
• will also become more significant buyers of goods and
services than industrialized countries.
7. Cultural, Economic & Institutional
Cultural
Differences
Economic &
Institutional
Differences
• Individualist / collectivist
• Power distance/egalitarian
• Uncertainty Avoidance
• Income
• Consumer Protection
• Technology, Competition,…
8. BIC versus Anglo-Saxon market descriptives (st.dev.)
Brazil, India, China
USA, UK, Netherlands
Individualism
35 (14,19)
87 (6,08)
Power Distance
75 (5,69)
38 (2,52)
4.310 (3.636)
43.313 (6.971)
Technology Level
3,89 (0,30)
5,38 (0,75)
Trust in General Advertising
2,7 (0,12)
2,4 (0,03)
Trust in Traditional Advertising
2,8 (0,15)
2,5 (0,06)
Trust in Online Advertising
2,6 (0,10)
2,3 (0,03)
GDP per capita (US$)
8
9. 50
2.75
45
2.7
Brazil
Trust in general advertising
GDP per capita (US$)
40
35
30
25
20
15
10
2.65
India
2.6
China
2.55
US
2.5
UK
2.45
Netherlands
2.4
5
0
2.35
0
50
Individualism
100
0
50
100
Individualism
9
10. Customer Attitude Dynamics (Srinivasan et al. 2010)
Marketing
What marketers do
• Advertising
• Price
• Distribution
builds
Attitudes
What customers think & feel
Awareness
Consideration
which convert
to brand sales
What customers do
Brand purchases
Liking
11. Customer Attitude Dynamics Criteria
• Hanssens, Pauwels, Srinivasan and VanHeule (MSI 2010)
• Explain marketing impact by 4 criteria of attitude dynamics
– Potential: room to grow ?
– Stickiness: do changes last ?
– Responsiveness to Marketing
– Conversion to Sales
• We propose that attitude dynamics (and thus marketing
effects) differ for emerging vs. mature markets
11
17. Our Framework
Cultural
Differences
-Individualism
- Uncertainty av
-Power Distance
Economic
Differences
Attitude Dynamics:
Stickiness, Conversion
Marketing Response
of each attitude to:
- Ad Awareness
-Consideration
- Liking
-Advertising
- Distribution
-Price
-Income
-Legal Protection
-Competition
Marketing Effectiveness
-Sales
18. Case study 1: FMCG in Brazil vs U.K.
• Data for 3 brands x 2 personal care FMCGs for 2004-2009
Controls for other potential differences:
1) Brands: same brands in emerging/mature market
2) Distribution System: similar in emerging/mature market
3) Market (share) position: similar positioning, market shares
4) Similar potential: for attitude metrics
18
23. Data 2: France vs. Spain FMCGs (Kantar Worldpanel)
• Spain is NOT an emerging country, but falls right in
between France and Brazil on „individualism‟ &
uncertainty avoidance dimensions
• Monthly data for EACH brand in 6 categories (bottled
water, bath gel, laundry detergent, dairy, milk, soft
drink) 2001-2010 on same marketing mix actions (price,
promotion and advertising) and consumer attitude
metrics as French analysis of bottled water and
shampoo (Hanssens et al. 2010)
• We compare all Spanish to all French categories, and
matched category (water, shampoo-bath gel)
23
24. Consistent results of these comparisons
• Spain is similar to France in terms of advertising
and price responsiveness for all metrics, and for
the sales conversion of awareness
• Compared to France, ad awareness has a lower
stickiness in Spain (as in emerging market)
• Compared to France, sales conversion in Spain is
higher for consideration and lower for liking.
24
25. Love Marks or Safe Bets ?
Low sales
conversion
Low response to
marketing , high
staying power
High response to
marketing, low
staying power
High sales
conversion
Liking Emerging
Consideration Emg
Awareness Mature
Cost More Mat (-)
Consideration Mat
Liking Mature
Awareness Emg
Cost More Emerging
25
26. As illustrated in US-China debates on what a brand is
• “A recent study reveals that the average Chinese consumer
feels the need to wear at least three branded items to feel
comfortable at work. Yet, when probed further, they were at
a loss, unable to define the features of a brand. However,
they had no difficulty describing the product. It seems that
for them, the product is the brand. The emotional
connection is simply absent” (Lindstrom 2011)
• Advani (2006) : "We are trying everyday to make Lenovo a
global brand. Our goal is, not only people here but also
people around the world know us. They will have an
emotional connection with Lenovo. Becoming a name is
one thing but having a deep emotional connection with the
company is quite another. That is what our aspirations are:
to become a brand that people around the world love.”
26
27. Romance & Reliability
• Roberts (2005) identifies 3 key elements of a
Lovemark: mystery, sensuality and intimacy: "We
have passed through the age of information and
knowledge and we now live in the age of ideas.
Successful brands tell stories. They are romantic
and mysterious.“
• Mr Zhou (CEIBS, 2008) “In the end, it‟s really the
basic work, whether you have reliable quality, good
service, that are the fundamental attributes of a
brand.”
27
28. CONCLUSIONS
• Different long-term marketing effectiveness in
emerging versus mature markets
• Can be explained by differences in stickiness,
responsiveness and sales conversion of attitudes
• Emerging markets experience a higher stickiness
of consideration & liking (interdependent self)
• But a higher responsiveness of ad awareness to
advertising & distribution (more search)
• Consideration converts more than liking
28
29. Want to learn more ?
• It‟s not the Size of the Data, it is How You Use It:
Smarter Marketing with Analytics & Dashboards
• Available at: http://www.amazon.com/Its-NotSize-Data-How/dp/0814433952
• Blog: http://analyticdashboards.wordpress.com
Site: www.notsizedata.com ; www.marketdashboard.com
• Twitter: @koenhpauwels
• https://www.facebook.com/pages/marketdashbo
ardscom/207532115957700?ref=hl
• http://www.linkedin.com/profile/view?id=113444
12&trk=nav_responsive_tab_profile
29
Editor's Notes
Do we still need this? No, drop itWhat is self-construal? The psychological mechanism that leads to individuals and countries being labelled as ‘individualist’ or ‘collectivist’
Where does this data come from?First 2 from Hofstede’s study, next two from World Economic Report and similar others: see Excell spreadsheetLast 3 from Nielsen`s 2009 Global Online Consumer Survey
Where does this data come from? As last slideThis graph shows the clustering according to our emerging/mature dichotomy. The one exception is china on the right side graph, as it has less trust in advertising than the other emerging coutries.
Lovemark = mystery, sensuality and intimacy: from irrepleacable to irresistable