Curs Master 11

8/10/2019 Curs Master 11

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Slide 10.1

Usunier & Lee, Marketing Across Cultures, 4E Pearson Education Limited, 2005

Chapter 10Product policy 2: Managing meaning

Marketing

AcrossCultures


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Slide 10.2


What country is the parent?

Firestone Tire

Burger king

Rolls-Royce RCA Electronics

Dr Pepper

Gerber Baskin-Robbins

Holiday Inn

Japan (Bridgestone)

Great Britain (Diageo)

Germany (Volkswagen) France (Thomson SA)

Great Britain (Cadbury-S)

Switzerland (Novartis) Great Britain (Allied Domecq)

Great Britain (Bass PLC)


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Slide 10.3


Country-, company- and brand-

related product image Image of imported versus national products or national versus

international products

Ethnic image of generic products yoghurt =>Balkans, perfume => France, a pair of jeans => the United States, etc.

National image of the manufacturing company

The image diffused by the brand name

The image of the 'made in' label manufacturing origin legally appended to the product origin labelling is mostly mandatory in international trade


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Slide 10.4


Figure 10.1 Several layers of country-, company- and brand-related productimage


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Slide 10.5


Table 10.1Some examples of the combined influence of brand name and

country of origin on product image


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Slide 10.6


Failures and blunders in international

marketing: the role of key nothings Size / servings

locally irrelevant

Inadequate brand name Cue, Pajero,

Product shape or colour unexpected negative associations

Local marketing teams want to show that headquartershave taken a poor decision and do everything needed to prove it ! NIH syndrome

The trap of ethnocentric approaches


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Slide 10.7


McDonalds in Isral:

An example of key nothing

Ad showed a slice of cheese that was in direct contactwith meat contrary to Jewish religious prescriptions

milk-based products should be separated from meat-based food

Following massive consumer complaints, McDonaldswithdrew the ad and to change the campaign in 1996.


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Slide 10.8


Cultural content of products and marketing

strategies: marketing as local knowledge

Culture-free vs. culture bound products/services

Ingrained habits

Customs / traditions

Religion / taboos and social mores

Language Almost culture-free products (e.g. a portable

computer) always have some culture-boundelements (e.g. a keyboard)


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Slide 10.9


Global brands are never truly

global Alphabet

Linguistics devices some are global

(alliteration)

others (compounding andclipping) are local

Sounds

Visual elements

A federation of lexically

equivalent local

marketing assets

Local consumerresponses and imagesinvested in similar brands

Local advertising strategy& execution has createddifferent images over time


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Slide 10.11


Linguistic elements of brands as

marketing assetsBrand Name:

Spelling (letters+numbers) writing systems

Speaking the name pronunciation and phonology

Matsushita vs. Technics

Denotative meaning

Choco-BN Connotative meaning

Kinder (semantics)

Rhetorical value persuasive content (Tide)

Visual associated with a brand(logo/design)

The Whiskas example

Visual aspects in ideographicwriting systems

Global companies must play

on a large register oflanguages and meanings todevelop global brands


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Slide 10.12


Linguistic characteristics of brandsI. Phonetic devices Alliteration:Consonant repetition

Coca Cola, Cocoon

Assonance:Vowel repetition Kal Kan, Vizir, Omo

Consonance:Consonant repetitionwith intervening vowel changes Weight Watchers, Tic Tac

Onomatopoeia:Use of syllablephonetics to resemble the object Wisk, Cif, Wizzard

Clipping:Product names attenuated Chevy for Chevrolet, Deuche forCitroen Deux Chevaux, Rabbit forVolkswagen

Initial plosives:/b/, /c-hard/, /d/, /g-hard/, /k/, /q/, /t/, Bic, Dash, Pliz, Pim's

II. Orthographic devices Unusual or incorrect

spellingsKool-Aid, Decap'Four

Abbreviations7-Up for Seven-Up

AcronymsAmoco, DB, Cofinoga, Lu, BSN,

HP, P&G


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Slide 10.13


Linguistic characteristics of brands

III. Morphological devices Affixation:

Jell-O, Tipp-Ex

Compounding: Janitor-in-a-Drum, Vache-qui-rit

IV. Semantic devices: rhetoric

Metaphor: Aqua-Fresh, Longeurs et Pointes, Head

and Shoulders, Tendres Promesses

Metonymy:Application of an object orquality

Midas, Ajax, Uncle Ben's, Bounty Personification: Humanizing

nonhuman or ascribing humanemotions to the inanimate Clio, Kinder

Oxymoron:Conjunction opposites

Crme de peinture Paranomasia:Pun and word plays

Fdor - orange juice

Semantic appositeness:Fit ofname with object Nutella


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Slide 10.14


Complex management of global

brands US: Single product

branding (single minded

approach) Europe: corporate name

often used in conjunctionwith product categorybrand + product brand

(complex meanings)

Japan: corporate brand(Kamei)

Brands are targeted toconsumers and also to

the organization itself andits distribution networks

Several brand levels aredifficult and costly tomanage

Brand histories are infavour of Japanese and

American global brands


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Slide 10.15


Unilever ice-cream in Europe

Unilever is not a strong, ideologicalglobalizercompared to US companies

Local corporate / category brand names are notunified, but the logo is and consumers recognizethe visual rather than the textual part of thebrand identity . . .

Key product names (Magnum , Vienneta) arestandardized Europe-wide

I can ask for Magnumanywhere I see the logo!


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Slide 10.16


Recommendations for international

brand names Simple spelling: 2 or 3 syllables

no long sequence of either consonants or vowels avoid phonemes which are not translinguistic

Avoid unintended meaning in target languages Chevy Nova / Laque Cabynet / Cue Tooth paste, etc. Mere translation is dangerous: Tide => Mare (noire) Transliteration: Gillettes Silkience (US+D); Soyance (F) =>

Sientel (I)

Transparence: Sony, National The loss of a brand source meaning is not a major

problem since local consumers reinvest the brand namewith new meanings (which may fit with the intended localpositioning)


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Slide 10.17


Image Power Ranking

Firm Share of Mind Esteem

Coca-Cola/Coke 1 6

Sony 4 1

Mercedes-Benz 12 2

Kodak 5 9

Disney 8 5

Nestl 7 14

Toyota 6 23

McDonalds 2 85IBM 20 4

Pepsi Cola 3 92

Rolls Royce 23 3

Honda 9 22


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Slide 10.18


Image Power Ranking (cont.)Firm Share of Mind Esteem

Panasonic 17 10

Levis 16 8

Kleenex 13 16

Ford 10 24

Volkswagen 11 26

Kelloggs 14 30

Porsche 27 11

Polaroid 15 44

BMW 32 12Colgate 21 51

Seiko 33 15

Nescaf 19 64

Canon 35 17

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