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Innovating & branding in a global context (Global & local branding…
Innovating & branding in a global context
Innovation
Lifeblood of a brand
Advertising on the packaging
Different products to extend taste experience
Global & local branding
Adapted to suit consumers'
Global brands
International brands
Local brands
Economies enable lower prices
Stream of innovations
International image
Flexibility to meet local needs.
Flexibility to adapt pricing strategies to local markets
Risk of damage from problems
Close relationships & trust by consumers
Global brand
Engaging in cultural immersion
Finding & leveraging influencers
Using global frame with local relevance
Customers may be upset by changes to foreign ownership
Brand tribes & brand communities
Heterogeneous persons
Age
Sex
Income
Memberships
Adherents
devotees
Practitioners
Participants
Sympathisers
P170 figure 3
Social relations
Retail strategy
Niche
Mixed
Large
Objective information
Developing skills & learning
Passion for the brand
Critical reflection on branding
Social media messages short-lived
Impact of the brands
Culture
Youth
Education
Sponsorship
Censorship
Workers
Environment
Brand preferences
Marketing ethics
People first
Behavioural standard above the law
Responsible
Ability to morally reasons with creative solutions.
Principles
Marketing decisions & protocol.