Global Brands. Research International Observer 2002

Transcription

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2 Global Brands Research International Observer 2002

3 How to balance? Global Local Universal Individual 3

4 We talked with young urban consumers 41 countries & 52 cities 4

5 The If Global can I could, wear whole walk brands Nike I on world would there make loves street die is us for no it, with feel a need you Chanel citizens my feel to head say suit you of anything, up are the if above I m world, wearing if I others and choose we a if another you genuine Argentina fear own their brand Louis leaving it Vuitton is because as though they I were somehow stating give something us an that identity I have to explain Hong Philippines Kong Italy Argentina 5

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7 Disconnections Idealised world Real world Consumer Self Political Self 7

8 An Because It Tommy At know assume is Individual the so about Nike end far Hilfiger it most, away does of has Nestle consumer the if publicly from sweat not day and affect your all, shops, has said their big are own you, no companies that milk still like situation. the power other part powder brand did of manufacturers, not use a is It scam his community so intend cheap not important her your but his at labor but actions that and mother clothes end at a you fashion least so who to have of forget it be these is gets almost marketed useless culture. day, about exploited, people one no I to Kit for couldn t impact care have Kat Latin you a can t know? job go Americans/ just make from much black Nike of to people, an impact slops but I like them and still buy USA Germany Mexico Spain New Zealand UK SA Black respondent, El Salvador 8

9 Doing bad Don t lie to me Doing good 9

10 Dealing with politicisation & homogenisation Politicisation cannot be denied Consumers reject homogenisation How to make those critical connections? 10

11 Route 1: Balancing Global - Local Global Local 11

12 Global We Local are brands using show something have make to what you deal great we feel with are, part which the global of issue something brands available of social show bigger, all over what and the responsibility world give we want a sense to be... the of belonging community that they serve, whereas global brands do not feel obligated to do anything Costa NZ India young Ricaadult South Africa 12

13 4 routes to get the balance right Type of brand Type of category Level of aspiration Type of culture 13

14 Start A localisation road map Type of brand Prestige brand Master brand Super brand GLoCal brand Category Luxury High tech Fashion Automotive Fashion Cosmetics Electronics Personal Care Household Products Banking Insurance Food Local retail Desired aspiration High High medium Low medium Low Culture Global Individualists Global Sensitives Cultural Individualists Cultural Sensitives - Level of localisation required + 14

15 Brands Consumers distinguish 4 types of global brands Myth Master brands Universal Prestige brands Super brands Origin GloCal brands Category 15

16 Brands Master brands It is a status symbol but anyone can have it 16

17 Prestige brands Increases the value of the one who uses it 17

18 Super brands Trusted, silver medal winners 18

19 GloCal brands Feel close 19

20 Brands Strategic connection from brand perspective Master Brands Keep the myth relevant, translate to local cultures, individualise Prestige Brands Anchor in origin, keep the myth alive Super Brands Innovate, translate, adapt to local cultures GloCal Brands Behave like a citizen 20

21 Brands Category Factor 2: Type of category Highly display/aspiration Weak/no display value/low aspiration 21

22 Brands Aspiration Factor 3: Level of aspiration Highly display/aspiration Weak/no display value/low aspiration 22

23 Brands Culture Factor 4: Type of culture France UK Cultural Individualists Austria Local focus Mexico India China Turkey Individualist USA Finland Sweden Belgium New Zealand Greece Australia Cultural Sensitives Thailand Global Individualists Netherlands Germany Spain Italy Russia HK South Africa Czech Hungary Kenya Zimbabwe Philippines Ghana Korea Brazil Global Sensitives Indonesia Panama Malaysia El Salvador Colombia Costa Rica Chile Collectivist Japan Global focus Singapore Argentina 23

24 Brands Culture Type of culture: Global Sensitives By hook or by crook we ll have our brands Even the plentiful (and cheap) flea markets are full of Brands Zimbabwe 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 24

25 Brands Culture 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 25

26 Brands Culture 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 26

27 Brands Culture Type of culture: Global Individualists The Dutch have a global mind, we openly face the world Holland Pragmatism, materialism, selfcentered-ness, looking up to the West Singapore I want to find the brand, not the brand finding me Sweden We Japanese love the High-class Brands! Japan 27

28 Brands Culture Localisation need from cultural perspective Individualist Individual connection through local filter Individual connection low need for localisation Local focus Global focus High level of localisation Translate to local culture Collectivist 28

29 Start A localisation road map Type of brand Prestige brand Master brand Super brand GLoCal brand Category Luxury High tech Fashion Automotive Fashion Cosmetics Electronics Personal Care Household Products Banking Insurance Food Local retail Desired aspiration High High medium Low medium Low Culture Global Individualists Global Sensitives Cultural Individualists Cultural Sensitives - Level of localisation required + 29

30 Route 2: Balancing Universal - Individual Universal Individual 30

31 Wave Three branding WAVE TWO Brand as lifestyle projection WAVE THREE Brand as personal projection WAVE ONE Brand as label for guarantee and trust 31

32 Brands Tribal brands Myth Master brands Universal Tribal Prestige brands brands Super brands Origin GloCal brands Category 32

33 Consumers have control through Wave Three branding Wave One Wave Two Wave Three Role of brand Physical quality Lifestyle projection Personal projection Benefit Trust/ Reassurance Affinity/ Identification Authenticity/ Discovery/ Invention Current geography Africa/China/India Developed world Sophisticated consumers in Europe/Asia/USA Target Mass Mass Fragmented and proliferated 33

34 Future of brands...? 34

35 What next? Understand your brand at a global and local level Investigate Wave Three branding Look for future opportunities 35

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37 Appendix 37

38 Appendix: Content About RIO and the RIO studies Participating countries List of Global brands 38

39 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 39

40 To date, RIO studies have included: Research International Observer 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 40

41 41 countries Europe Austria Belgium Czech Republic Denmark Finland France* Germany* Greece Italy* Hungary Netherlands Russia Spain Sweden Turkey** UK* Africa Ghana Kenya South Africa** Zimbabwe Asia/Pacific Australia* China** Hong Kong India** Indonesia** Japan* Korea New Zealand Malaysia Phillipines Singapore Thailand * activist Americas Argentina Brazil** Chile Colombia Costa Rica Panama El Salvador Mexico** USA ** lower socio-economic groups 41

42 51 global + (20 local) brands Guinness Starbucks Yahoo! Johnnie Walker Bacardi Philips Ford Toyota Shell Renault BMW Nintendo Gap Nike Ikea Pizza Hut Chanel Levi s Adidas Swatch Benetton Coca-Cola Marlboro Evian Pepsi Camel Danone Nestle Mars Lipton Knorr Ericsson Body Shop Gillette Dove Virgin Disney Kleenex L`Oreal McDonalds Microsoft IBM Nokia American Express Visa Sony Motorola Heineken Nescafe Heinz Kraft 42