ibahrine chapter 2 global branding
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Chapter 2
Global Branding
American University of Sharjah College of Arts and Sciences
Department of Mass CommunicationDr. Ibahrine
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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
Chapter 1 Objectives
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What is a brand
The term "brand" is at the root of brand equity
A brand represents a "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”
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The Concept of Brand Equity Brand
Is a name, term, sign, symbol, or design.
Identifies and differentiates goods and services of one seller or group of sellers from those of the competition.
Communicates a particular set of values.
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1. Brand identity 2. Brand personality 3. Brand position 4. Brand image 5. Brand promise and brand
preference6. Brand loyalty
Brand Communication Strategy
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Brand identity Must be distinctive and familiar in terms of
name, logo, colors, typeface, design, and slogan.
Brand personality Human characteristics like loving, trustworthy,
sophisticated.
Brand image The mental image consumers construct for a
product based on symbols and associations that customer link to a brand
Brand Communication Strategy
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Dimensions of Brand Personalities
Excitement
Sincerity
RuggednessSophistication
Competence
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Brand position The soul or essence of the brand; it stands for
something that matters to consumers
Brand promise and brand preference Believing the promise that a brand will meet
your expectations leads to brand preference
Brand loyalty A connection built over time that leads to
repeat purchases
Brand Communication Strategy
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Branding models
Brand as association network in the mind of the consumer – can be applied to global branding
Brand as a personality: personalities vary across nations
Cultural branding model based on local myths
Viral or tribal branding: brand communities are locally/nationally based (language, shared culture)
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Brand Equity
Brands are corporate assets
Basis of brand equity is Mindshare = existence of brand in the mind of the
consumer Consumer equity = Influence on buying behavior
Consumer equity influences brand value Consumers have different brand associations across
cultures, so brand value varies
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Higher market share
Increased brand loyalty
Premium pricing
Effects of Brand Equity Increases
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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),
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Corporate brands
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The Global Brand: definitions
• A brand available across multiple geographies• Brands with the same strategy in all target markets• Brands that consumers can find under the same
name in multiple countries• Is “globalness” an element of a global brand’s
existence?
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Characteristics Global Brand
Available in most countries in the world Same strategic principles, positioning, marketing
in all markets Carries the same brand name and/or logo Marketing mix may vary; e.g. different products Substantial market share in all countries Comparable distribution intensity Comparable brand loyalty Visual dominance
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Characteristics Of World-Class Brands
• 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:
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Characteristics Of World-Class Brands
1. The brand excels at delivering the benefits customers truly desire
2. The brand stays relevant
3. The pricing system is based on consumers' perceptions of value
4. The brand is properly positioned
5. The brand is consistent
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Characteristics Of World-Class Brands
6. The brand portfolio and hierarchy make sense
7. The brand makes use of and coordinates a full repertoire of marketing activities
8. The brand's managers understand what the brand means to consumers
9. The brand is given proper support, and that support is sustained over the long run
10. The company monitors sources of brand equity
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Connect: Association Facet
Association: using symbols to communicate.
The primary tool used in brand communication.
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.
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Connect: Association Facet
Factors Driving Association Symbolism
A brand takes on a symbolic meaning. It stands for certain, usually abstract, qualities.
Conditional Learning Thoughts and feelings associated with the brand. Beer is about sporting events, beach parties, and pretty
women. Transformation
A product is transformed into something special, differentiated by its brand image symbolism and personality..
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Elements brand association network
brand name + signals
products
users
placesoccasionsmomentsmoods
visualimages
attributes
Values
benefits
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Associations with Coca-ColaAssociations with Coca-Cola
Coca-Cola
childrenchildren
young people
adults
unhealthyunhealthyaddictiveaddictive
flipposflippos
chipschips
soccer soccer on TVon TV
partiespartiesmix drinkmix drink
non-alcoholnon-alcohol
alternativealternativefor beerfor beer
thirstthirstquenchingquenching
tennistenniscourtcourt
softsoftdrinkdrink
red canred can
ubiquitousubiquitous
AmericanAmerican
youngyoung Coca-ColaCoca-Colalight breaklight break
MichaelMichaelJacksonJackson
stickysticky
sweetsweet
brownbrown
fizzyfizzy
bubblesbubbles
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Corona Extra
original
youth be different
bars/pubs belonging
talk tofriends
happiness
open minded
security
sophistication
exclusivity alternative other drinks
moreexpensive
thirstquenching
refreshing
outdoor
good life
enjoyment
popularoriginal bottle
heat
low alcohol
relaxation
Mexican restaurants
Mexican
with tequila
quality
mild clear
successself
esteem independence change freedom
culturalenrichment
blonde
always in bottle
without label
lemon inside
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Assignments
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
Go to the website of Interbrand and find which brands in different countries are most highly valued.