全球品牌管理ppt課件-wenkub.com
2024-12-05 03:22 本頁面
【正文】 s, habits, values, etc. ? Cultural relevance is more than translation! ? Achieving cultural relevance starts with development of munications concepts and messaging strategies that are meaningful globally 35 Challenges in Achieving Local Relevance: Merrill Lynch Problem ? ―Tagline ―Tradition of Trust‖ did not work in the society where banks are not trusted. Solution ? Adapt the tagline to position ML as an educator whose experience deserves trust. Merrill Lynch Bull in Russia 36 Challenges in Achieving Local Relevance: Merrill Lynch Problem ? Russians saw nothing but food in the realistic depiction of Merrill Lynch ―Bull‖ symbol Solution ? A highly stylized version of the logo was developed Merrill Lynch Bull in Russia 37 Challenges in Achieving Local Relevance: Allstate ? Taking into account China’s ―onechild‖ population control policy, the familiar Allstate ―good hands‖ symbol (which depicted a typical twochild American family) was modified to reflect the reality of consumers’ lives in China. Making an American Brand Relevant in China 38 Challenges in Achieving Local Relevance: CocaCola ? When CocaCola was first introduced into the Chinese market, Chinese characters selected sounded like CocaCola but actually meant, ―bite the wax tadpole.‖ ? New characters were selected that are pronounced, ―CocaCola‖ but mean ―The taste that makes you happy.‖ ? In Russian, ―enjoy‖ was changed to ―drink,‖ because ―enjoy‖ has a particular sensual connotation, in that language, that doesn’t apply to soft drinks. Keeping The Classic Look and Taste Worldwide 39 Challenges in Achieving Local Relevance: CocaCola ? For all nonRoman alphabets — such as Arabic, Cyrillic, Greek, and many others, unique, proprietary CocaCola? typefaces were created that are both culturally appropriate and in sync with the pany’s global image. Keeping The Classic Look and Taste Worldwide 40 Challenges in Achieving Local Relevance: Mitsubishi “Pajero” ? Several years ago, Mitsubishi planned to introduce its popular European SUV, the ―Pajero,‖ in North and South America ? Although the word ―pajero‖ carries no negative connotations in the Castilian Spanish spoken in parts of Europe, in Latin American slang the term has a seriously derogatory sexual meaning ? The vehicle was renamed and released in the Americas as the ―Montero‖ — averting a potential global branding disaster Averting a Branding Disaster in the Americas 41 42 ? Market development ? Economic differences ? Culture, sociology ? Customer perception ? Competition ? Physical conditions ? Laws ? Level of customer similarity ? Political environment ? Marketing infrastructure ? Technology ? Local tastes Reasons for Adaptation 43 ? Every touchpoint with customers or prospects is an opportunity to reinforce the brand’s position and core messages everywhere the brand is available. ? Critical to understand and control all touchpoints across the entire customer experience — from the prepurchase, to purchase, to postpurchase experience. ? Given instantaneous availability of information and munications, news of a superior customer
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