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R23: Innovating & branding in a global context (Brand tribes &…
R23: Innovating & branding in a global context
Innovation
Crucial in a constantly evolving marketing environment
Reflecting heritage
New products or models
Change to branding, packaging, logo
Sustaining brands in the long term
Global & local branding
Global recognition
Mainly non-standard offerings
Selective globalisation
Adapted to suit consumer needs
Meet differing legislative requirements
Marketing of brands
Advertising
Adapted to suit local regulations
Differing cultural & social norms
Geographical contexts
Local consumer preferences
Global Brands
Same marketing strategy & mix
ADVANTAGES
Innovations
International image appealing to specific demographic
Economies of Scale
Cost = favoured by MNCs
Consumer perspective: quality & expectations of social responsibility
RISKS
One market can damage other markets through brand association
Building
Finding and leveraging influencers
Using global frameworks with local relevance
Engaging in cultural immersion
Avoid imposing cultural expectations from home country
International Brands
Some standardisation of marketing mix
Local Brands
Marketed in single country/geographic area
ADVANTAGES
Flexibility to meet local consumer needs
Flexibility to adapt marketing mix to local markets
Insulation from risks of damage from problems with other differently branded products in company portfolio
Close consumer relationships and trust
Consumer perception
Country of origin affect brand attitudes
National associations
Response to inaccuracy depends on country's reputation for product
Taiwan & China
Poor response?
Quality consideration
Change in foreign ownership of iconic national brand
Loss of national brand identity
Brand tribes & brand communities
Alternative to segmentation
Network of heterogeneous people linked by similar passions and emotions
Short-term
Multiple tribe memberships
NOT based on shared values
Tribal Clover
Institutions
Everyday life
Imaginary
Occasions
Corresponding roles
Practitioners
Participants
Adherents or devotees
Sympathisers
Brand communities
Not bound by geography
Admirers of brand
Structured set of social relations
Critical reflections
Community websites
"Spurious authenticity"
Building brand equity for financial advantage of company
Taking advantage of co-creation of value
Management of social media messages & criticisms
Do brands have too much power and influence?
Influence on children?
Sponsorship
Being seen wearing the 'correct' brands
School bullying
Is there a need for ethical marketing?
Behavioural standards above the law
Moral standards
Ethical principles
Accepting responsibility
