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Slide 13.1 Lecture Week 4 Managing and Developing the Brand Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.2 Lecture questions 1. What are the challenges for managing global brands? 2. What are the contemporary global consumption issues (brand communities and brand tribes)? 3. What is branding within an ICT-based or digital environment? 4. How is branding accomplished in the developing world? 5. What is country/place and celebrity branding? Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.3 European Brands A range of European brands Source: Courtesy of the companies shown Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.4 Global brands Global brands are brands that customers can find under the same name in multiple countries with generally similar and centrally coordinated marketing strategies. The Guinness brewery at St James’s Gate, Dublin, Ireland has been exporting Guinness around the world since 1811 Source: Sari Gustafsson/Rex Features Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.5 H&M’s expansion Figure 13.1 The expansion of Swedish fashion retailer H&M from 1974 to 2006 Source: H&M (2006) H&M Annual Report 2006, Stockholm: H&M Hennes & Mauritz AB, p. 10. Reproduced with permission Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.6 The top 100 global brands many of which are iconic brands This video reviews the world’s top 100 brands www.youtube.com/watch?v=pizQnyH_TMQ& feature=PlayList&p=280CB899DC4145F9&pl aynext=1&playnext_from=PL&index=3 Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.7 Iconic brands • Target national contradictions and challenge anxieties and desires in society • Create myths that lead culture • Speak with a rebel’s voice • Draw on political authority to rebuild the myth • Draw on cultural knowledge Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.8 Factors leading to increased global branding • Cultural and media globalisation • Oversaturation within certain markets • Fall of communism opened up new markets • Growing love of western popular culture • Global competitors • Population explosions and the increased wealth of nations Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.9 Why global brands work? Same positioning worldwide Category focus Company is the brand name Consuming brand equals club membership Action on corporate social responsibility Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.10 Pre-requisites of taking a brand global Valuable intangible asset Solid demand for product Ability to reproduce consumer experience in new market Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.11 Benefits of global marketing strategies Standardisation Homogenisation Integration of marketing activities Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.12 Weaknesses of standardised global marketing No variations in • consumer needs and wants • consumer values, attitudes and behaviour; economies, politics and cultures; • consumer responses to marketing mix elements Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.13 Glocal marketing brand adaptations • Regions • Countries • Cities • Retailers Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.14 What is consumer culture? Consumer culture is the set of basic values, perceptions, wants and behaviours in a society. Each country has its own traditions, norms of behaviour and taboos. Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.15 Can the brand expression be used in the new market? Consider questions such as: • What is the desired brand experience that the brand expression is meant to achieve in the new market? • Does management in the new market understand the brand as well as the home market management does? • What is the role of the brand for the organisation in the new market? • Does the brand expression in the new market need to be the same as the one in the home country? Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.16 Are marketing mix changes required? Product Service Distribution Promotion Service process Physical evidence People Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.17 Commandments of global branding 1. Understand similarities and differences in the global branding landscape 2. Do not take short cuts in brand building 3. Establish a marketing team and infrastructure 4. Integrate all the marketing mix variables 5. Establish brand partnerships Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.18 Commandments of global branding (continued) 6. Balance standardisation and customisation 7. Balance global and local control 8. Establish global brand operable guidelines 9. Implement a global brand equity measurement system 10.Leverage brand elements Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.19 Global consumer groups Global citizens 55% Global dreamers 23% Anti-globals 13% Global agnostics 8% Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.20 Characteristics of global brands and determinants of global brand preferences Quality signals Global myths Social responsibility Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.21 Characteristics of brand communities Consciousness of kind Rituals and traditions Sense of moral responsibility Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.22 A Typology of consumer behaviour in online communities A typology of the different ways consumers behave as participatory, creative collectives in online communities Figure 13.2 Source: R. V. Kozinets, A. Hemetsberger and H. J. Schau (2008) The wisdom of consumer crowds: collective innovation in the age of networked marketing, Journal of Macromarketing. Copyright © 2008 Sage Publications, Inc. Reprinted with permission Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.23 Digital branding online • Promise of convenience • Promise of achievement • Promise of fun and adventure • Promise of self-expression and recognition • Promise of belonging Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.24 Table 13.4 Brand perceptions by global region Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.25 Strategy choices for marketers considering developing economy markets Adapt to the strategy Change the contexts Stay away Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.26 How to use celebrity branding • Clear and popular image • High perceived credibility • Good match with target audience and brand In the 1800s Pope Leo XIII and Emile Zola (pictured left) both endorsed a wine tonic. Celebrity endorsement is now a global phenomenon Source: The Advertising Archives Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.27 Advantages of celebrity endorsers • Enhance both the company’s image and brand attitudes • ‘Breathe new life’ and add character to a brand • Lead to increased profits and sales • Benefit from publicity from media when celebrities use brand • Make the advertisement campaigns stand out from the clutter Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.28 Issues arising from celebrity endorsements • Multiple brand endorsers • Image considerations • Celebrities as brands Celebrity endorsements of products and services is a major branding development. European stars who have become global brands are Germany’s Claudia Schiffer, Spain’s Penelope Cruz and from Wales, Catherine Zeta-Jones. Sources: David Fisher/Rex Features (left); Most Wanted/Rex Features (centre); Carolyn Contino/BEV/Rex Features (right) Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.29 Countries and places as brands The branding of countries is a contemporary branding challenge Source: Courtesy of the organisations shown Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.30 Effective country brand management • Carrying out an analysis to determine the country’s chief strengths, weaknesses, opportunities and threats • Selecting some industries, personalities, natural landmarks and historical events that could provide a basis for strong branding and storytelling • Developing an umbrella concept of the country brand; • Allocation of sufficient national funds to carry out the branding strategy • Through export controls, making sure that every exported product or service is reliable and delivers the promised level of performance. Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009 Slide 13.31 Recap: can you explain? • What are the challenges for managing global brands? • What are the contemporary global consumption issues (brand communities and brand tribes)? • What is branding within an ICT-based or digital environment? • How is branding accomplished in the developing world? • What is country/place and celebrity branding? Kotler, Keller, Brady, Goodman and Hansen, Marketing Management, 1st Edition © Pearson Education Limited 2009