Slide 13.1 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Managing
and Developing the Brand Lecture Week 4
Slide 2
Slide 13.2 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 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?
Slide 3
Slide 13.3 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 European
Brands A range of European brands Source: Courtesy of the companies
shown
Slide 4
Slide 13.4 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 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 Jamess Gate, Dublin, Ireland has been exporting Guinness around
the world since 1811 Source: Sari Gustafsson/Rex Features
Slide 5
Slide 13.5 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 H&Ms
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
Slide 6
Slide 13.6 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 The top 100
global brands many of which are iconic brands This video reviews
the worlds top 100 brands www.youtube.com/watch?v=pizQnyH_TMQ&
feature=PlayList&p=280CB899DC4145F9&pl
aynext=1&playnext_from=PL&index=3
Slide 7
Slide 13.7 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Iconic
brands Target national contradictions and challenge anxieties and
desires in society Create myths that lead culture Speak with a
rebels voice Draw on political authority to rebuild the myth Draw
on cultural knowledge
Slide 8
Slide 13.8 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 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
Slide 9
Slide 13.9 Kotler, Keller, Brady, Goodman and Hansen, Marketing
Management, 1 st Edition Pearson Education Limited 2009 Why global
brands work? Same positioning worldwide Category focus Company is
the brand name Consuming brand equals club membership Action on
corporate social responsibility
Slide 10
Slide 13.10 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
Pre-requisites of taking a brand global Valuable intangible asset
Solid demand for product Ability to reproduce consumer experience
in new market
Slide 11
Slide 13.11 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
Benefits of global marketing strategies Standardisation
Homogenisation Integration of marketing activities
Slide 12
Slide 13.12 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
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
Slide 13
Slide 13.13 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
Glocal marketing brand adaptations Regions Countries Cities
Retailers
Slide 14
Slide 13.14 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
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.
Slide 15
Slide 13.15 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
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?
Slide 16
Slide 13.16 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
Are marketing mix changes required? Product Service Distribution
Promotion Service process Physical evidence People
Slide 17
Slide 13.17 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
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
Slide 18
Slide 13.18 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
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 Commandments of global branding (continued)
Slide 19
Slide 13.19 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
Global consumer groups Global citizens 55% Global dreamers 23%
Anti-globals 13% Global agnostics 8%
Slide 20
Slide 13.20 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
Characteristics of global brands and determinants of global brand
preferences Quality signals Global myths Social responsibility
Slide 21
Slide 13.21 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
Characteristics of brand communities Consciousness of kind Rituals
and traditions Sense of moral responsibility
Slide 22
Slide 13.22 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009 A
Typology of consumer behaviour in online communities Figure 13.2 A
typology of the different ways consumers behave as participatory,
creative collectives in online communities 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
Slide 23
Slide 13.23 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
Promise of convenience Promise of achievement Promise of fun and
adventure Promise of self-expression and recognition Promise of
belonging Digital branding online
Slide 24
Slide 13.24 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
Table 13.4 Brand perceptions by global region
Slide 25
Slide 13.25 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
Strategy choices for marketers considering developing economy
markets Adapt to the strategy Change the contexts Stay away
Slide 26
Slide 13.26 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
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
Slide 27
Slide 13.27 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
Advantages of celebrity endorsers Enhance both the companys 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
Slide 28
Slide 13.28 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
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 Germanys Claudia Schiffer,
Spains 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)
Slide 29
Slide 13.29 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
Countries and places as brands The branding of countries is a
contemporary branding challenge Source: Courtesy of the
organisations shown
Slide 30
Slide 13.30 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
Effective country brand management Carrying out an analysis to
determine the countrys 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.
Slide 31
Slide 13.31 Kotler, Keller, Brady, Goodman and Hansen,
Marketing Management, 1 st Edition Pearson Education Limited 2009
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?
