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Innovating & branding in a global context (Brand tribes & brand…
Innovating & branding in a global context
Innovation
Lifeblood for a brand
can be obvious or subtle
e.g. Milka
Global & Local branding
selective globalisation
non-standardised offerings
adapted to suit customers needs
e.g. beauty brands adapt products to diff skin types & climates
meet legislative requirements
marketing should be adapted
cultural differences
advertising regs
social norms
Definitions
global brands
same marketing strategy & marketing mix in all countries
advantages
economies of scale = lower prices
stream of innovation
appealing image to younger & mobile population segments
associated to higher quality
risks
contagion when something goes wrong with the brand
often emphasise country of origin within its branding name or marketing
can affect customers attitude towards the brand
+'ve or -'ve attitude will be dependent on the reputation of the product
loss of iconic country brands can upset customers
int. brands
use some standardised marketing elements
local brands
marketed in one country or limited to geographical area
advantages
flexibility to develop to meet local needs
flexibility to pricing strategies & other areas of marketing mix to local needs
insulated from risks associated to other products
close & trusting relationship with customers
disadvantages
cost
Brand tribes & brand communities
network of heterogeneous persons
linked via age, sex, income etc
short term
multiple members
do not share values, or personality traits
harder to identify
model
tribal clover
brand tribes support notion for people quest for community
brand communities
specialised
non-geographical
based on set of social relations among admirers of a brand
e.g. Harley Davidson
can operate with or without the company who owns the brand
features
sense of group belonging
rituals
traditions
sense of moral responsibility
sense of obligation to the community
Ethical Marketing
7 essential elements
people first
behavioural standard above law
responsibility of means to intent or end
cultivate better moral image in their managers & employees
articulate & cultivate core set of ethical principles
stakeholder adoption essential for ethical marketing decisions
implement ethical decision making protocol
minimising misuse of a brand's power