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Innovating & Branding in a global context (Global & local branding…
Innovating & Branding in a global context
Innovation
Kapferer (2012)
Branding: Trademark lilac colour for Milka
Obvious: New products or models
Global & local branding
Schuiling and Kapferer (2004) Define Brands
International Brands
- use some of the same elements from the marketing mix
Local Brands
- marketed in only a single country
Global Brands
- same marketing strategy and marketing mix
Standardised brands, the same the world over, not realistic anymore.
Brand offerings need to be adapted to suit consumers needs and local requirements.
Kapferer (2012)
Key Advantages Global Brands
Economies of scale, enable lower price (Ikea)
Stream of Innovations (L'Orieal / Google)
International image that is more appealing to younger / mobile population (Armani or Ralph Lauren)
Schuiling & Kapferer (2004)
Advantages Local Brands
Flexibility, meet local consumers needs
Flexibility, adapt pricing strategies of marketing mix to local markets
Insulation from risks of damage from problems with other branded products
Close relationships & trust by consumers
Brand tribes and brand communities
Tribal Clover (Reading 23)
Brand communities = brands and product types (Harley Davidson / Mini / Star Wars)
Involve multiple tribe memberships, not based on personality traits or shared values.
Tribes: Shared experiences, passions and emotions that bond heterogeneous people (age, sex, income) together. (Cova and Cova (2001)
Critical reflections on branding
Murphy and Laczniak’s 7 essential perspectives for evaluating & improving marketing ethics
Marketing organisations, cultivate better moral imagination in managers and employees
Marketers, articulate & embrace a core set of ethical principles.
Marketers, responsible for whatever the intend with a marketing action.
Adoption of a stakeholder orientation is essential, for ethical marketing decisions.
Ethical Marketers, achieve a behavioural standard above law
Marketing organisations, delineate an ethical decision making protocol.
Ethical Marketing, puts people first
In other words, valusing consumers as people, and not just as a means of revenue, considering their best interests, acting ethically.
