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Lesson 8International Marketing
1st of December
Campus Dansaert 1Lecturer: Els Raemdonck
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International positioning of the brand
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Name asdriver forthe brand
Area ofoperation
where it fitsin the
consumers
life
TangibleFeatures in
The offer
AdvantagesTo the
consumer
Real orImaginary
Universe thatThe brand
inhabits
ExpertiseStature Attributes Benefits Territory Role
Qualified Closeness
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Excercise
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Stature name
International naming different options:
Same name
New name that sounds like the original name and has a
signifance
Gucci Guziclassical appearance - Nivea Niweiya - girl
keeps elegance
Use of the local name
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Name
During its 1994 launch campaign, the telecom company Orange had to
change its ads in Northern Ireland. "The future's bright the future's
Orange." That campaign is an advertising legend. However, in theNorth
the term Orange suggests the Orange Order. The implied messagethat
the future is bright, the future is Protestant, loyalist... didn't sit wellwith
the Catholic Irish population.
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Name and international use
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Name used internationally
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Attributes
Country of origin
Product characteristics
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More origin
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Attributes
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Attributes - Origin
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Attributes origin international use
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Attributes product characteristics
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Attributes and conventions
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Towards 1 brand - Product eleminationprocess
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Expertise
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Expertise and international use?
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Benefits
What?
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Maslow's hierarchy of needs
Self-actualization
Esteem
Social
Safety
Physiological
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Benefits - Example Stella
Positioned as premium beer in UK
See campaign
Why did they never use this campaign in Belgium?
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UK
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http://www.youtube.com/watch?v=esgT1dpGOZohttp://www.youtube.com/watch?v=esgT1dpGOZohttp://www.youtube.com/watch?v=esgT1dpGOZo -
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Culture and different benefits
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http://www.youtube.com/watch?v=eznjM4sxtFo
(the longer lasting pleasure)
http://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(
made like no other - Asia)
http://www.youtube.com/watch?v=eznjM4sxtFohttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=eznjM4sxtFo -
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http://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htm (Hong
Kong Website) - reference to France
http://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htmhttp://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htmhttp://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htmhttp://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htmhttp://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htm -
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Different benefits
Calve Netherlands - energy
Nutella : energy
http://www.youtube.com/watch?v=iBPM2xdu7gU (Calve)
http://www.youtube.com/watch?v=_z8NMVk2U1U (good start of theday with Nutella)
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http://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1U -
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Different benefits
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Different benefits
Mac Donalds U.S. vs China at launch
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Benefits and international use?
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Territory
Our brand
belongs to ...Universe that the brand inhabits
- Imaginary experience context for the brand
-Authentic or created
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Territory
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Territory
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Territory
Bertolli (Italy vs Netherlands)
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Role
Brands with a societal mission
Western world vs Asia
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Japanese women are not beautiful
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I am not going to be restricted anymore by what
someone else has defined as beauty
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Grey hair or gorgeous?
Beautiful or ugly ?
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Slogan - Japanese women are beautiful
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Conclusion and exercise
What positionings travel best?
Honda Choir
Exercise launch in Netherlands
Proximus ?
Jupiler ?
l d k