1. BrandingBranding Topic: Consumer Products/Branding in
International Markets
2. https://ie.linkedin.com/ LiamOhObain . Liam hbin MSc. In
Marketing DIT
3. IntroductionIntroduction What is a brand and a global brand
Why Brands Matter Brand Equity How Global are Global Brands?
Country of Origin Global Brands in the United States Brand
Personality, Price and Quality and Positioning Private Label Brands
Corporate Rebranding: Diageo Ireland Case Study: Diageo Ireland
What makes an Enduring Brand Brand Management
4. Definition of a BrandDefinition of a Brand What is a Brand?
Armstrong and Kotler state that a brand is a name, term, sign,
symbol or design, or a combination of these intended to identify
the good or service to one seller or group of sellers and of
differences from those of competitors. According to de Chernatony
(2010) brands exists by virtue of a continuous process whereby
senior managers specify core values that are enacted by
organisations staff and interpreted and redefined by customers
whose changing behaviour influences managers views about more
appropriate ways for staff to live the brands value.
5. Global BrandingGlobal Branding What are Global Brands?
Brands that are widely available across international markets and
enjoy high levels of recognition across the world are described as
a global brand. Dimofte et al (2008).
6. Why Brands MatterWhy Brands Matter A brand is a promise
Think of some top brands and you immediately know what they
promise: Coca Cola, Apple, Samsung, Starbucks. Brands matter
because consumers know what theyre going to get with a well-branded
product or service. So this means that brands instil trust in the
minds of consumers and reduce risk in the decision making process.
In another sense, a brand is a specific combination of logo, words,
type font, design, colours, personality, price, service, etc.
7. Why Brands MatterWhy Brands Matter In another sense, a brand
is a specific combination of logo, words, type font, design,
colours, personality, price, service, etc. Its also a bundle of
attributes. Think of Apple, for instance, and your first thoughts
are probably going to be something like imagination, design and
innovation and, most of all, empowerment through technology. Brand
Personality
8. Why Brands MatterWhy Brands Matter To the Buyer: -
indication of quality - identification - increased efficiency -
draws attention to new products -rewards loyalty -Trust -Promise To
the Buyer: - indication of quality - identification - increased
efficiency - draws attention to new products -rewards loyalty
-Trust -Promise To The Business: - becomes an asset - brand equity
- legal protection - aids sale of product - conveys meaning - used
in advertising - barrier to competition - basis for extension To
The Business: - becomes an asset - brand equity - legal protection
- aids sale of product - conveys meaning - used in advertising -
barrier to competition - basis for extension The Benefits of
Brands
9. Brand Equity for a companyBrand Equity for a company Brand
equity is a positive differential effect that knowing the brand
name has on a customer response to the product or service.
10. How Global are Global BrandsHow Global are Global Brands
Idea fine but execution not Use standardised advertising, brand
name, and product positioning that worked so well at home and hope
to conquer new markets. Worked for some But in many case, the
situation turned out different
11. What Went WrongWhat Went Wrong Treated expansion as an
extension of business-as-usual, and did not focus on geographical
diversification Attempted to standardise their strategy Extending
brands globally more balancing many different strategic,
operational, and organisation factors
12. Lessons of ExperienceLessons of Experience Kelloggs and
their Nutrigrain brand. IKEAs failure in the US and Japan
13. Standardisation versusStandardisation versus
CustomisationCustomisation The idea of a fully standardised global
product that is identical all over the world is a near myth Instead
of standardising the complete product, a better approach is to reap
the benefits of global products (or services) by standardising the
core product or large parts of it while customising peripheral or
other parts
14. Three Step Process for Obtaining Global Benefits 1. Gain
the benefits of going global 2. Standardise only the core elements
3. Modify both structural and non-structural organisational
elements
15. Country of OriginCountry of Origin COO (Country of Origin)
is the effect on a products ability to sell due to the fact it was
develop is a certain country and consumers perception of the
quality of that product. COO is a form of image variable that
influences consumers perception of the quality of foreign-made
products.
16. Country of OriginCountry of Origin Peoples cognitive maps.
Past experiences. Perceptions. National characteristics. made
in
17. Country of OriginCountry of Origin Four Dimensions of
consumers expectation of a foreign product. 1.Economic.
2.Information. 3.Conviviality. 4.Personality.
18. Global brand in the United States.Global brand in the
United States. The study wanted to compare the three different
ethnic groups and there response to global brands. Three different
ethnic groups in the study. 1.Caucasian 2.Hispanic 3.African
American Results of study. Caucasian show less of an gratitude for
global brands. Hispanic and African American have a similar belief
towards brands due to the fact they have closer links in terms
heritage.
19. Hypotheses of research.Hypotheses of research. 1. African
American + Hispanic consumers will find the globality of a brand
more important than Caucasian consumers. 2. African American +
Hispanic will have more favourable attitudes towards global brands
than Caucasian. 3. African American + Hispanic will perceive global
brands as providing more positive benefits compared with Caucasian.
4. Caucasian buy global brands at a lower rate than either African
American or Hispanic. 5. Coefficients linking global brands
attitudes and purchasing behaviour will be the same for all ethnic
groups.
20. Global brand in the United StatesGlobal brand in the United
States Results of findings H1: Similarities in thinking of beliefs,
buying behavior and globality through all groups. H2: Ethnic groups
believe there is higher prestige in owning global brand. H3:
Caucasians believe in added social status owning global brands. H4:
Attitudes less favorable towards global brands, Caucasians still
buy at same rate as Ethnic groups.
21. ResultsResults Global brands have a perceived higher
quality in less developed countries. The African American and
Hispanics have the most similar heritage of the three selected
groups so they would have similar thoughts towards global brands.
Roughly 40% refer to quality as the main reason the opt for a
global brand. They feel the name can be trusted.
22. Brand PositioningBrand Positioning The term positioning is
often used to embrace all that distinguishes the brand in the minds
of consumers Distinctiveness may reflect a brands positioning
relative to the competitive set or its personality (a unique
combination of functional attributes and symbolic values) or both.
Hankinson & Cowking (1996) prefer to separate the brands
positioning from its personality. Thus a brands positioning is
usually determined by price or product usage which in turn
determines its competitive set.
23. Brand Personality When a brand builds favourable brand
personality, they can enhance brand attitudes, consumer-brand
relationships and purchase intentions
24. Examples of Brand PersonalitiesExamples of Brand
Personalities Levis - Rebellion Sensuality Being Cool Marlboro
Adventure Masculinity Freedom
25. Jung Lee & Soo Kang (2013) Effect of Brand Personality
on Brand Relationships and Attitudes Findings The sincere and cute
brand personalities affect the consumer-brand relationship and a
brand attitude positively. WHY? Because they contain positive
attributes such as reliable and credible. The exciting and strong
brand personalities affect the consumer-brand relationship and
brand attitude negatively. WHY? Because they contain slightly
negative attributes such wild and irresponsible.
26. Brand Personality and ValueBrand Personality and Value What
gives a brand personality and value? Quality (perceived) Price
Branding logos and other visual elements These 3 elements develop a
brands personality and value E.G. Starbucks
27. Brand Quality and PriceBrand Quality and Price
28. Private Label Brands Does Branding Matter? Many retailer
outlets have private label products, which competes at a lower
price, side by side with branded products. Private labelling has
been strongest in low-emotional Involvement goods such as butter,
eggs, flour, and sugar. Private label market matures Tesco in the
UK offers petrol Presidents Choice, a Canadian retailer, offers
financial services. According John Stanley Associates roughly 45%
of products sold in Europe and 25 % of products sold in the US are
private label goods.
29. Muzellec & Lambkin (2008) Corporate Rebranding: The
Case of Guinness (Diageo Ireland) Interaction between corporate and
product brands: The Vertical Links in Brand Architecture Guinness
to Diageo reflects strategy of separating a corporate brand from
its product brands - new concept of business branding. Objectives
of articles - to understand phenomenon of corporate rebranding Does
a change in the corporate brand name reflect a change in corporate
reputation? Does a change in the corporate brand name affect the
management of product brands? How does the new rebranded image
relate to the companys heritage and brand portfolio?
30. Rebranding Strategies: Integration or separation?
Integration - Uniting corporation and its products under one brand.
Separation - creating a separation between corporate brand and its
products.
31. Horizontal and Vertical Dynamics Horizontal Dynamics A new
name along with new visual identity To protect company
distinctiveness To impress external audiences Vertical Dynamics -
Image Transfer between the levels of brand hierarchy Separating
corporate brand from its product brand portfolio Transformation of
Guinness to Diageo was one of the first instances a large
multinational corporation pursued a separation strategy. Why did
they do it? To give a name to a new corporate giant. This adoption
of a new name triggered a change in the financial structure
32. Results of Case Study Analysis Corporate Debranding -
Horizontal Changes Decreased presence of Guinness corporate brand
Diageo had not been built up as a strong corporate brand As
Guinness pulled out of Irish life, it was not being replaced by
Diageo. Why? No brand endorsement. Problems of debranding Lack of
brand equity The new name received limited brand support Customers
had no contact with the brand There was limited brand awareness
There was low levels of brand knowledge
33. Results of Case Study AnalysisResults of Case Study
Analysis Diageo was not targeted at customers and not targeted to
affect customers. Diageo identified key stakeholder groups as
employees, investors, government, community, media, customers,
suppliers and joint venture partners
34. Corporate Rebranding VerticalCorporate Rebranding Vertical
EffectsEffects Stakeholders than customers Enhance the profile of
business partners Innovative, successful, global and socially
responsible corporate brand Corporate Social Responsibility
GrandMet foundation became Diageo Foundation Guinness initiatives
such as the Digital Media Hub and Liberties Learning Initiative
branded under name Diageo. Drink Responsibly CSR Programmes Slogan
Diageo, Drink Responsibly Dont see a great night wasted campaign
Choice Zone in Guinness Storehouse
35. Final Thoughts Discussion The change of name pushes the
corporate heritage down to the product level Corporate rebranding
and product branding are differentiated in their approach towards
different audiences Consumers emotional attachment may be a
valuable asset at the product level Corporate/consumer
relationships are weak/irrelevant whereas product brand
relationships are strong.
36. Case Study: Diageo IrelandCase Study: Diageo Ireland Diageo
is the worlds leading premium drinks business with the most
recognised collection of premium spirits, wine and beer brands.
Trading in 200 markets around the world Generating some 19 billion
in revenue Employing 26,000 people worldwide Turnover of 1 billion
in profits Diageo Ireland is a major contributor to the Group and
Irish economy.
37. Integration of Two CompaniesIntegration of Two Companies
Guinness Company + Grand Metropolitan = Diageo Diageo is the result
of a merger and acquisition strategy, in which Guinness and Grand
Metropolitan joined forces to create a synergistic effect.
Guinnesss strengths - market leader in Irish stout and beer markets
with a substantial presence in global spirits. Grand Metropolitans
Strengths - key player in International spirits market
38. A New Corporate Brand IdentityA New Corporate Brand
Identity Diageo is taken from the Latin word day and the Greek word
world and is taken to mean Every day, Everywhere It sold off its
food divisions - Pillsbury food Company and Burger King
Corporation. Focused on premium brand products with high levels of
brand equity, brand recognition and brand loyalty Diageo believed a
multi-brand strategy for most appropriate for the business.
39. Top Ten BrandsTop Ten Brands Top 10 Brands. 1.Apple
2.Microsoft 3.Coca-Cola 4.IBM 5.Google 6.McDonalds 7.General
Electric 8.Intel 9.Samsung 10.Louis Vuitton
40. Enduring BrandEnduring Brand Criteria for becoming an
Enduring Brand. 1.Leading and Innovating within the industry.
2.This will lead to attracting the top talent. 3.Connecting with
the customer, Knowing what they want. 4.Building a tradition and
sticking with it.
41. Global BrandsGlobal Brands
42. Brand ManagementBrand Management Managing a brand is about
the management of all the touch points that consumers will come
into contact with the product/brand. Not just about Advertising its
about the product itself, customer service and the employees.
Disney C/E Michael stated that a brand is a living entity and that
it is enriched or undermined cumulatively over time. DHL
example.
43. Criteria for Brand ManagementCriteria for Brand Management
Does your brand excel at delivering benefits that consumers truly
value? Is the brand properly positioned? Do all of your consumer
touch points support the brand positioning? Do the brand manager
understand what the brand means to a consumer? Does the brand
receive proper sustained support?
46. Marlboro Friday FactsMarlboro Friday Facts On the 2nd April
1993 Marlboro announced a one off price cut of 20% to win back
market share they had lost to stiff competition. Question: What
would you have done in Marlboro case?
47. ConclusionConclusion The importance of brands.
Standardisation Versus Customisation. Consumer Perception.
Rebranding with a consumer focus.
