Curs Master 11
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Transcript of Curs Master 11
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Slide 10.1
Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005
Chapter 10Product policy 2: Managing meaning
Marketing
AcrossCultures
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Slide 10.2
Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005
What country is the parent?
Firestone Tire
Burger king
Rolls-Royce RCA Electronics
Dr Pepper
Gerber Baskin-Robbins
Holiday Inn
Japan (Bridgestone)
Great Britain (Diageo)
Germany (Volkswagen) France (Thomson SA)
Great Britain (Cadbury-S)
Switzerland (Novartis) Great Britain (Allied Domecq)
Great Britain (Bass PLC)
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Slide 10.3
Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005
Country-, company- and brand-
related product image Image of imported versus national products or national versus
international products
Ethnic image of generic products yoghurt =>Balkans, perfume => France, a pair of jeans => the United States, etc.
National image of the manufacturing company
The image diffused by the brand name
The image of the 'made in' label manufacturing origin legally appended to the product origin labelling is mostly mandatory in international trade
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Slide 10.4
Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005
Figure 10.1 Several layers of country-, company- and brand-related productimage
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Slide 10.5
Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005
Table 10.1Some examples of the combined influence of brand name and
country of origin on product image
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Slide 10.6
Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005
Failures and blunders in international
marketing: the role of key nothings Size / servings
locally irrelevant
Inadequate brand name Cue, Pajero,
Product shape or colour unexpected negative associations
Local marketing teams want to show that headquartershave taken a poor decision and do everything needed to prove it ! NIH syndrome
The trap of ethnocentric approaches
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Slide 10.7
Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005
McDonalds in Isral:
An example of key nothing
Ad showed a slice of cheese that was in direct contactwith meat contrary to Jewish religious prescriptions
milk-based products should be separated from meat-based food
Following massive consumer complaints, McDonaldswithdrew the ad and to change the campaign in 1996.
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Slide 10.8
Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005
Cultural content of products and marketing
strategies: marketing as local knowledge
Culture-free vs. culture bound products/services
Ingrained habits
Customs / traditions
Religion / taboos and social mores
Language Almost culture-free products (e.g. a portable
computer) always have some culture-boundelements (e.g. a keyboard)
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Slide 10.9
Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005
Global brands are never truly
global Alphabet
Linguistics devices some are global
(alliteration)
others (compounding andclipping) are local
Sounds
Visual elements
A federation of lexically
equivalent local
marketing assets
Local consumerresponses and imagesinvested in similar brands
Local advertising strategy& execution has createddifferent images over time
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Slide 10.11
Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005
Linguistic elements of brands as
marketing assetsBrand Name:
Spelling (letters+numbers) writing systems
Speaking the name pronunciation and phonology
Matsushita vs. Technics
Denotative meaning
Choco-BN Connotative meaning
Kinder (semantics)
Rhetorical value persuasive content (Tide)
Visual associated with a brand(logo/design)
The Whiskas example
Visual aspects in ideographicwriting systems
Global companies must play
on a large register oflanguages and meanings todevelop global brands
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Slide 10.12
Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005
Linguistic characteristics of brandsI. Phonetic devices Alliteration:Consonant repetition
Coca Cola, Cocoon
Assonance:Vowel repetition Kal Kan, Vizir, Omo
Consonance:Consonant repetitionwith intervening vowel changes Weight Watchers, Tic Tac
Onomatopoeia:Use of syllablephonetics to resemble the object Wisk, Cif, Wizzard
Clipping:Product names attenuated Chevy for Chevrolet, Deuche forCitroen Deux Chevaux, Rabbit forVolkswagen
Initial plosives:/b/, /c-hard/, /d/, /g-hard/, /k/, /q/, /t/, Bic, Dash, Pliz, Pim's
II. Orthographic devices Unusual or incorrect
spellingsKool-Aid, Decap'Four
Abbreviations7-Up for Seven-Up
AcronymsAmoco, DB, Cofinoga, Lu, BSN,
HP, P&G
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Slide 10.13
Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005
Linguistic characteristics of brands
III. Morphological devices Affixation:
Jell-O, Tipp-Ex
Compounding: Janitor-in-a-Drum, Vache-qui-rit
IV. Semantic devices: rhetoric
Metaphor: Aqua-Fresh, Longeurs et Pointes, Head
and Shoulders, Tendres Promesses
Metonymy:Application of an object orquality
Midas, Ajax, Uncle Ben's, Bounty Personification: Humanizing
nonhuman or ascribing humanemotions to the inanimate Clio, Kinder
Oxymoron:Conjunction opposites
Crme de peinture Paranomasia:Pun and word plays
Fdor - orange juice
Semantic appositeness:Fit ofname with object Nutella
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Slide 10.14
Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005
Complex management of global
brands US: Single product
branding (single minded
approach) Europe: corporate name
often used in conjunctionwith product categorybrand + product brand
(complex meanings)
Japan: corporate brand(Kamei)
Brands are targeted toconsumers and also to
the organization itself andits distribution networks
Several brand levels aredifficult and costly tomanage
Brand histories are infavour of Japanese and
American global brands
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Slide 10.15
Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005
Unilever ice-cream in Europe
Unilever is not a strong, ideologicalglobalizercompared to US companies
Local corporate / category brand names are notunified, but the logo is and consumers recognizethe visual rather than the textual part of thebrand identity . . .
Key product names (Magnum , Vienneta) arestandardized Europe-wide
I can ask for Magnumanywhere I see the logo!
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Slide 10.16
Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005
Recommendations for international
brand names Simple spelling: 2 or 3 syllables
no long sequence of either consonants or vowels avoid phonemes which are not translinguistic
Avoid unintended meaning in target languages Chevy Nova / Laque Cabynet / Cue Tooth paste, etc. Mere translation is dangerous: Tide => Mare (noire) Transliteration: Gillettes Silkience (US+D); Soyance (F) =>
Sientel (I)
Transparence: Sony, National The loss of a brand source meaning is not a major
problem since local consumers reinvest the brand namewith new meanings (which may fit with the intended localpositioning)
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Slide 10.17
Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005
Image Power Ranking
Firm Share of Mind Esteem
Coca-Cola/Coke 1 6
Sony 4 1
Mercedes-Benz 12 2
Kodak 5 9
Disney 8 5
Nestl 7 14
Toyota 6 23
McDonalds 2 85IBM 20 4
Pepsi Cola 3 92
Rolls Royce 23 3
Honda 9 22
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Slide 10.18
Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005
Image Power Ranking (cont.)Firm Share of Mind Esteem
Panasonic 17 10
Levis 16 8
Kleenex 13 16
Ford 10 24
Volkswagen 11 26
Kelloggs 14 30
Porsche 27 11
Polaroid 15 44
BMW 32 12Colgate 21 51
Seiko 33 15
Nescaf 19 64
Canon 35 17