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Innovating and branding in a global context (Candace Matthews - Amway…
Innovating and branding in a global context
Kapferer (2012) Innovations are the lifeblood of a brand
Slective globalisation
Schuiling and Kapferer 2004
Local brands
adapt pricing strategies
insulation from risks
close rellationship
developed to meet local consumers needs
Global brands
economies of scale
an international image
a stream of innovations
International brands
Candace Matthews - Amway
find and leverage influencers
Use global frameworks with local relevance
engage in cultural immersion
brand tribes and brand communities
Cova and Cova 2001
tribal marketing reflects people's quest for community
Tribal Clover