global brands - adic.co.kr€¦ · 12 local brands show what we are, global brands show what we...
TRANSCRIPT
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Global Brands
Research International Observer 2002
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How to balance?
LocalGlobal
Universal Individual
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We talked with...
§ 1500 young urban consumers
§ 41 countries & 52 cities
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If I wear Nike there is no need to say anything, if I choose another brand it is as though I were stating something that I have to explainItaly
The whole world loves it, you feel you are above others if you own Louis VuittonHong Kong
I can walk on the street with my head up if I’m wearing a genuine brandPhilippines
If I could, I would die for a Chanel suitArgentina
Global brands make us feel citizens of the world, and we fear their leaving because they somehow give us an identity Argentina
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Disconnections
Real worldIdealised world
Political SelfConsumer Self
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I assume most, if not all, big companies use “cheap labor” so it is useless to careUSA
I know about Nestle and their milk powder scam … but at the end of the day, one Kit Kat can’t make much of an impactUK
I know Nike has sweat shops, like other manufacturers, but at least these people have a jobGermany
An Individual consumer has no power and his or her actions have almost no impactMexico
Because it does not affect you, the brand is so important that you forget about itSpain
At the end of the day you are still part of a community and a fashion culture. I couldn’t go just from Nike to slopsSA
It is so far away from your own situation. It is not your mother who gets exploited, you know?New Zealand
Tommy Hilfiger publicly said that he did not intend his clothes to be marketed for Latin Americans/ black people, but I like them and still buyBlack respondent, El Salvador
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Don’t lie to me
Doing “bad”
Doing good
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Dealing with politicisation & homogenisation
§ Politicisation cannot be denied
§ Consumers reject homogenisation
§ How to make those critical connections?
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Route 1: Balancing Global - Local
LocalGlobal
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Local brands show what we are, global brands show what we want to be...Costa Rica
Global brands make you feel part of something bigger, and give a sense of belongingNZ young adult
We are using something great which is available all over the worldIndia
Local brands have to deal with the issue of social responsibility to the community that they serve, whereas global brands do not feel obligated to do anythingSouth Africa
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4 routes to get the balance right
Type of brand
Type of category
Level of aspiration
Type of culture
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Prestigebrand
Masterbrand
Superbrand
GLoCalbrand
Global Individualists
GlobalSensitives
CulturalIndividualists
Cultural Sensitives
High High medium Low medium Low
Luxury High techFashion
Automotive
FashionCosmeticsElectronics
Personal CareHouseholdProductsBanking
Insurance
FoodLocal retail
Type ofbrand
Category
Desired aspiration
Culture
Level of localisation required- +
StartA localisation road map
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Masterbrands
GloCalbrands
Super brands
Prestigebrands
Universal
OriginCat
egory
Myt
h
Consumers distinguish 4 types of global brands
Brands
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Master brands
‘It is a status symbol but anyone can have it …’
Brands
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Prestige brands
‘Increases the value of the one who uses it’
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Super brands
‘Trusted, silver medal winners’
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GloCal brands
‘Feel close’
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Anchor in origin, keep the myth alivePrestigeBrands
Keep the myth relevant, translateto local cultures, individualise
MasterBrands
Innovate, translate, adapt to local cultures
Behave like a citizen
Super Brands
GloCalBrands
Strategic connection from brand perspective
Brands
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Weak/no displayvalue/low aspiration
Highly display/Aspiration
Factor 2: Type of category
Brands
Category
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Weak/no displayvalue/low aspiration
Highly display/aspiration
Factor 3: Level of aspiration
Brands
Aspiration
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Global Individualists
Global SensitivesCultural Sensitives
Cultural Individualists
Factor 4: Type of culture
Individualist
Collectivist
Local focus Global focusSouth Africa
USA
New Zealand
Austria
UK
Australia
France
Russia
Spain
Netherlands
Belgium
Germany
Sweden
JapanHK
Italy
Czech
India
Mexico
Turkey
Greece
Thailand
Philippines
Malaysia
China
Indonesia
ArgentinaBrazil
SingaporeKorea
Costa Rica
Panama
ColombiaEl Salvador
Ghana
Zimbabwe
KenyaHungary
Chile
Finland
Brands
Culture
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“Global brands make us feel citizens of the world and we fear their leaving because they somehow give us an identity”
Argentina “Brazilians are Americanised”
Brazil
“By hook or by crook we’ll have our brands’ Even the plentiful (and cheap) flea markets are full of ‘Brands’”
Zimbabwe
Type of culture: Global Sensitives
Brands
Culture
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Type of culture: Cultural Sensitives
“Brands should take care of feelings of people in that country. It should be suitable to their culture… not touch culturally sensitive points like beef oil in French fries which is against our values”
India
“We wish to project success and prestige. We need to preserve our traditional values”
Mexico
Brands
Culture
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Type of culture: Cultural Individualists
“People use them all the time, but it is not personal. They provide good products, but the relationship isn’t intimate”
Australia “We don’t actually want them to be South African - we just want them making an effort to impress and try to relate to our markets”
South Africa
“Imperialistic threat which undermines French cultural specificity”
France
Brands
Culture
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Type of culture: Global Individualists
“The Dutch have a global mind, we openly face the world”
Holland
“I want to find the brand, not the brand finding me”
Sweden
“We Japanese love ‘the High-class Brands’ !”
Japan“Pragmatism, materialism, self-centered-ness, looking up to the West”
Singapore
Brands
Culture
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Localisation need from cultural perspective
Individual connectionlow need for localisation
Translate to local cultureHigh level of localisation
Individual connectionthrough local filter
Individualist
Local focus
Collectivist
Global focus
Brands
Culture
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Prestigebrand
Masterbrand
Superbrand
GLoCalbrand
Global Individualists
GlobalSensitives
CulturalIndividualists
Cultural Sensitives
High High medium Low medium Low
Luxury High techFashion
Automotive
FashionCosmeticsElectronics
Personal CareHouseholdProductsBanking
Insurance
FoodLocal retail
Type ofbrand
Category
Desired aspiration
Culture
Level of localisation required- +
StartA localisation road map
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Route 2: Balancing Universal - Individual
Universal Individual
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WAVEBrand as lifestyle projection
TWO
WAVEBrand as personal projection
THREE
Brand as label for guarantee and trust
WAVEONE
Wave Three branding
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Masterbrands
GloCalbrands
Superbrands
Prestigebrands
Universal
OriginCat
egory
Myt
h
Tribalbrands
Tribal brands
Brands
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Role of brand
Benefit
Current geography
Target
Wave One
Physical quality
Trust/ Reassurance
Africa/China/India
Mass
Wave Two
Lifestyle projection
Affinity/Identification
Developed world
Mass
Wave Three
Personal projection
Authenticity/Discovery/Invention
Sophisticated consumers in Europe/Asia/USA
Fragmented and proliferated
Consumers have control through Wave Three branding
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Future of brands...?
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What next?
Investigate Wave Three branding
Understand your brand at a global and local level
Look for future opportunities
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Appendix
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Appendix: Content
§ About RIO and the RIO studies
§ Participating countries
§ List of Global brands
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Research International Observer
§ Research International Observer (RIO) is a bi-annual qualitative research program carried out by RI offices all over the world. The purpose is to provide those involved with marketing and advertising with a better understanding of the world’s consumers
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Research International Observer
To date, RIO studies have included:
§ Nutritional Trends and the World: 23 countries 1992
§ The Evolution in the role of Women versus Men: 26 countries 1992
§ The Body and the Environment: 28 countries 1993
§ Teenagers and the World: 27 countries 1994/5
§ Communicating with Young Adults: 34 countries 1995/6
§ Connecting with Baby Boomers: 16 countries 1996/7
§ The Wild Spirit of Man? Connecting with Men in the Millennium: 46 countries 1998/9
§ E Commerce: The World’s Consumers have their Say: 37 countries 2000/1
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EuropeAustria
BelgiumCzech Republic
Denmark
Finland
France*
Germany*
GreeceItaly*
Hungary
Netherlands
Russia
Spain
SwedenTurkey**
UK*
AfricaGhanaKenyaSouth Africa**Zimbabwe
Asia/PacificAustralia*China**Hong KongIndia**Indonesia**Japan*KoreaNew ZealandMalaysiaPhillipinesSingaporeThailand
AmericasArgentinaBrazil**ChileColombiaCosta Rica PanamaEl SalvadorMexico**USA
* activist
** lower socio-economic groups
41 countries
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GuinnessStarbucksYahoo!Johnnie WalkerBacardiPhilipsFordToyotaShellRenaultBMWNintendoGapNikeIkeaPizza HutChanelLevi s
AdidasSwatchBenettonCoca-ColaMarlboroEvianPepsiCamelDanoneNestleMarsLiptonKnorrEricssonBody ShopGillette
DoveVirginDisneyKleenexL`OrealMcDonaldsMicrosoftIBMNokiaAmerican ExpressVisaSonyMotorolaHeinekenNescafeHeinzKraft
51 global + (20 local) brands