The paper copes with the main theme of the global brands localization illustrating how market research can provide useful support in comprehending the modalities with which this may occur. It also has a bottom-up approach, which starts off with the way the brand is lived locally, contravening some of the traditionally recognized logic for this purpose. Moreover the specific techniques used, mashing up quant and qual, delivered insights on a particularly appealing platform for a global brand: the always desired quantifications of a qualitative insight, for a comparison among countries.
The debate on global vs. local marketing (and research) is one of these debates which have been going forever. The basic question is can you apply the same advertising/packaging/ positioning (fill in the blank) on a global basis or are there local cultural norms that require a more nuanced approach? To which the answer has been, for as long as I can remember, local culture will always trump standard globalisation. The same goes for research too - you cannot (however much you insist you can) simply apply one standard methodology worldwide to a research survey without taking local culture into account. Another old chestnut is the debate on how to rate the quality of research agencies. A better route down which to go would be to check on the agencys public credentials: does the agency subscribe to the ICC/ESOMAR Code?
A brand's positioning and values have to touch enduring tangible and emotional needs if they are to work. This is as true in the business environment as it is in the consumer sector. Developing a positioning that is meaningful the world over challenges the most creative of minds, and so delivering insight that will help inspire creativity is the quest of every qualitative researcher. This paper describes how the little-used technique of laddering can significantly enhance the understanding of key business customer needs and thereby lead to a better, more focused and relevant global brand positioning. Laddering is a means of exploring emotions. It provides deep insight into what people want and why it is important to them personally. Whilst consumer audiences are traditionally associated with emotional insight, the paper reveals that CEOs have emotions too.
A brand is a complex entity, and brand perception is the result of multiple interactions. The authors identify requirements for successfully managing and developing the assets of a global brand. Examples are used to point out significant evolutions to take into account when managing brand identity, especially in an international context. Factors for successful management of global brands are also identified.
This paper presents the results of research carried out amongst the youth populations in three countries (Brazil, Venezuela and Mexico) utilizing four brands that are, at the same time, sufficiently international and also important for the youth market: MTV, Coca-Cola, Nike, and McDonalds. This paper shows how youth segments from Latin America perceive the culture and personality of global brands by means of very similar visual and sensorial codes. In other words, it is as if the visions that those brands have planted in young consumers minds still remain! The reference to Paul Simons song illustrates how the echo of these brands is silently reflected in the universes of these consumers.
This paper presents the results of research carried out amongst the youth populations in three countries (Brazil, Venezuela and Mexico) utilizing four brands that are, at the same time, sufficiently international and also important for the youth market: MTV, Coca-Cola, Nike, and McDonalds. This paper shows how youth segments from Latin America perceive the culture and personality of global brands by means of very similar visual and sensorial codes. In other words, it is as if the visions that those brands have planted in young consumers minds still remain! The reference to Paul Simons song illustrates how the echo of these brands is silently reflected in the universes of these consumers.
Coca Cola has long been in the list of the world's top brands, its bottle an icon and its markets transversing the world. This is no accident. Coca-Cola is a familiar brand at every bar, street corner vendor and supermarket throughout the globe. Its drinkers form a 'tribe' that has no boundaries. And, from the moment visitors enter a Coca-Cola building they are met, not only by screen saver, glasses, floor covering and decoration in the familiar red and white design, but even sculpture in the form if the famous bottle. What part does market research play in ensuring that the brand retains its premier position in an ever more competitive global market?
This paper discusses a global branding programme developed by the retail arm of British Petroleum. Much of the article focuses on a global advertising campaign BP: On the Move - that comprised an integral part of a broader corporate identity programme. A detailed, step-by-step process is used to describe the campaign from conceptual origin through to production and implementation. In particular, the important role of market research in providing strategic and operational guidance is highlighted. Organisational issues are also stressed as selling the global brand notion to sceptical senior executives and local country managers proved a significant challenge. The branding efforts of BP are assessed from two conceptual directions. First, the campaign is considered within a brand equity perspective. It is judged on its ability to create brand awareness, perceived brand quality, other strong brand associations and brand loyalty. Secondly, the campaign is viewed within a globalisation framework. It is tested against the perceived pitfalls of insufficient research, over standardisation, poor follow-up, narrow vision, and rigid implementation. BP is found to score well on the criteria of both brand equity and global branding. Indeed, the "BP:. On the Move" campaign continues to flourish after six years of operation. It is now running in 40 markets in 27 different languages and is one of the very few examples available of a truly global branding exercise.
This paper discusses the experiences of a major multi-national country with global branding, in general, and the market research aspects, in particular. It focuses on specific research programs developed to address global marketing issues relevant to existing brands as well as those directed toward the creation and development of new global brands. Specific brand examples for both types of programs and a newly implemented action program are detailed within.
The paper looks at the extent to which the development of international market research has paralleled the development of international and multi-national marketing. It considers the growth and development of global marketing and the emergence of world brands, and the ways in which the market research world has responded with its own international infrastructure, co-ordination systems and branded products. Finally, it considers the future of international research; the challenges, the problems, the opportunities... and concludes with a few predictions.