marketing in scope, branding in china (excerpt)
TRANSCRIPT
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How can Branding Influence Business Decision in China?
Marketing in Asia Symposium
2008
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Identity
Identity inherits easy to
r e m e m b e r n a m es ,
values and symbols
t h a t c a n b e e a s y
i d e n t i f i e d b y t h e
c o n s u m e r . T h o s e
pattern al lowing a
c o n n e c t i o n f r o m
f o r m t o c o n t e n t .
P e r s o n a l i t y a s
expression of mental
as soc ia t ion of the
consumer with the
brand which deliver
emotional, functional
or usage benef i t s .
PersonalityMarketing
Mix
The marketing mix as
p a r t o f t h e
implementation and
creating a visibility to
allow consumer the
bu i l d a s soc i a t i on s
between identity and
for m the picture of
p e r s o n a l i t y .
Brand Management
Corporate Mission
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Chinese Cultural
Influence
Western Cultural Influence
Risk taking
Creativity
Individualism
Empowerment
Crowded
Competitiveness
Group obligation
Balance
Predictability
Central Power
Protection
Anxiety
Fulfillment
Spacious
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Ying and Yang
For Chinese people it
as en essential part
of definition of life
where it symbolizes
that destiny is
cyclical and changes
appear continuously.
Guanxi
A web of
relationships to help
to ease risk-intensive
decisions where it
reaches from
business into
friendships.
Tradition
The Chinese value
system has been
developed over the
past 2000 years and
inherit a large amount
of traits that are
important for
communication.
Knowledge
Knowledge
(Confucian, Dao) is
admired as goal to
be mastered and
therefore shaped
with certain
importance in terms
of achievement.
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Products that are publicly displayed will allow a premium and demonstrate success and allow higher projected individual identity.
Status or Success Projection Competitiveness
Aspiration and Goal orientation Predictability
Show the goal of a dream and the aspiration to reach it.
BalanceLow profile and don’t show off
Products need to be wrapped into a concept that allows to keep balance between show of status and non-attention.
Central Power
Family and Protection
The family need to be protected, children need to develop talents where the home function as fortress.
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Morning Sun,
Strength, Wisdom, Victory,
Shake, Cosmos, Forward, Success, Climb, Bright,
Great, Thunder, Dragon,
Surpass, Radiate, Peak
H o w t o s y m b o l i z e p o w e r a n da s p i ra t i o n t o t h e C h i n e s e c o n s u m e r ?
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