Brand Navigationsm

A qualitative exploration of brand equity

copy Research International 2003

What is Brand Navigationsm

A philosophy to provide an holistic and

detailed understanding of consumer

relationships with brands and the

resulting brand equity

A ldquosisterrdquo to Equity Enginesm

Equity Enginesm quantifies the relative

strength of brands and the

underlying drivers of brand equity

What is brand equity

An understanding of the

overall strength of a brand

in terms of its emotional and functional

benefits as

perceived by the consumer

Brand

Associations

that Define

Attitudes

amp

Beliefs

Brands compress and stimulate

rational and emotional associations that define attitudes and beliefs

How brand equity is created

Brand

Affinity Authority

Identification

Approval

Brand Associations Include

Feelings and Perceptions of Intangibles

How brand equity is created

Brand

Performance Product Service

compared with

Competition

Brand Associations Include Perceptions of

Functional and ldquoEmotionalrdquo Performance Measures

How brand equity is created

Question

How do we protect the erosion of the brand

Answer

By understanding how brand equity is created managed

and sustained

EquityMap

A model of the world in which brands existhellip

in which a suite of Research International solutionshellip

applies a unique spectrum of qualitative and quantitative branding research

expertisehellip

within a consistent conceptual framework

Harmonised Solutions for Exploring the EquityMap

Equity Engine

Brand Navigation

BrandSight Gallery

Locator

Harmonised Solutions for Exploring the EquityMap

Equity Engine Quantified monitor of brand equity and measurement of key equity

drivers

Brand Navigation Flexible qualitative toolkit for evaluating and understanding each

dimension of equity

BrandSight Gallery Visually based system for evaluating Core Values and Brand

Personality

Locator Powerful micro-modelling system for optimisation of brand image

and positioning

Awareness

Familiarity

Affinity Performance

Equity

Components of brand equity

Affinity and performance

Coherence is essential between

Emotional and functional dimensions

Codes and signs

Current image and heritage (core values)

Qualitative analysis

Semiotics

The components of affinity the elements

of the map

Trust

Innovation

Authority

Identification

Approval

Affinity

Affinity authority

Heritage Destiny Where the

brand is going

Authority heritage trust innovation

Weight of years

Versus

Beware of lsquofakersquo heritage founder myths need

substance

Authority - Heritage

Experience

A B C

What is Brand Navigationsm

A philosophy to provide an holistic and

detailed understanding of consumer

relationships with brands and the

resulting brand equity

A ldquosisterrdquo to Equity Enginesm

Equity Enginesm quantifies the relative

strength of brands and the

underlying drivers of brand equity

What is brand equity

An understanding of the

overall strength of a brand

in terms of its emotional and functional

benefits as

perceived by the consumer

Brand

Associations

that Define

Attitudes

amp

Beliefs

Brands compress and stimulate

rational and emotional associations that define attitudes and beliefs

How brand equity is created

Brand

Affinity Authority

Identification

Approval

Brand Associations Include

Feelings and Perceptions of Intangibles

How brand equity is created

Brand

Performance Product Service

compared with

Competition

Brand Associations Include Perceptions of

Functional and ldquoEmotionalrdquo Performance Measures

How brand equity is created

Question

How do we protect the erosion of the brand

Answer

By understanding how brand equity is created managed

and sustained

EquityMap

A model of the world in which brands existhellip

in which a suite of Research International solutionshellip

applies a unique spectrum of qualitative and quantitative branding research

expertisehellip

within a consistent conceptual framework

Harmonised Solutions for Exploring the EquityMap

Equity Engine

Brand Navigation

BrandSight Gallery

Locator

Harmonised Solutions for Exploring the EquityMap

Equity Engine Quantified monitor of brand equity and measurement of key equity

drivers

Brand Navigation Flexible qualitative toolkit for evaluating and understanding each

dimension of equity

BrandSight Gallery Visually based system for evaluating Core Values and Brand

Personality

Locator Powerful micro-modelling system for optimisation of brand image

and positioning

Awareness

Familiarity

Affinity Performance

Equity

Components of brand equity

Affinity and performance

Coherence is essential between

Emotional and functional dimensions

Codes and signs

Current image and heritage (core values)

Qualitative analysis

Semiotics

The components of affinity the elements

of the map

Trust

Innovation

Authority

Identification

Approval

Affinity

Affinity authority

Heritage Destiny Where the

brand is going

Authority heritage trust innovation

Weight of years

Versus

Beware of lsquofakersquo heritage founder myths need

substance

Authority - Heritage

Experience

A B C

What is brand equity

An understanding of the

overall strength of a brand

in terms of its emotional and functional

benefits as

perceived by the consumer

Brand

Associations

that Define

Attitudes

amp

Beliefs

Brands compress and stimulate

rational and emotional associations that define attitudes and beliefs

How brand equity is created

Brand

Affinity Authority

Identification

Approval

Brand Associations Include

Feelings and Perceptions of Intangibles

How brand equity is created

Brand

Performance Product Service

compared with

Competition

Brand Associations Include Perceptions of

Functional and ldquoEmotionalrdquo Performance Measures

How brand equity is created

Question

How do we protect the erosion of the brand

Answer

By understanding how brand equity is created managed

and sustained

EquityMap

A model of the world in which brands existhellip

in which a suite of Research International solutionshellip

applies a unique spectrum of qualitative and quantitative branding research

expertisehellip

within a consistent conceptual framework

Harmonised Solutions for Exploring the EquityMap

Equity Engine

Brand Navigation

BrandSight Gallery

Locator

Harmonised Solutions for Exploring the EquityMap

Equity Engine Quantified monitor of brand equity and measurement of key equity

drivers

Brand Navigation Flexible qualitative toolkit for evaluating and understanding each

dimension of equity

BrandSight Gallery Visually based system for evaluating Core Values and Brand

Personality

Locator Powerful micro-modelling system for optimisation of brand image

and positioning

Awareness

Familiarity

Affinity Performance

Equity

Components of brand equity

Affinity and performance

Coherence is essential between

Emotional and functional dimensions

Codes and signs

Current image and heritage (core values)

Qualitative analysis

Semiotics

The components of affinity the elements

of the map

Trust

Innovation

Authority

Identification

Approval

Affinity

Affinity authority

Heritage Destiny Where the

brand is going

Authority heritage trust innovation

Weight of years

Versus

Beware of lsquofakersquo heritage founder myths need

substance

Authority - Heritage

Experience

A B C

Brand

Associations

that Define

Attitudes

amp

Beliefs

Brands compress and stimulate

rational and emotional associations that define attitudes and beliefs

How brand equity is created

Brand

Affinity Authority

Identification

Approval

Brand Associations Include

Feelings and Perceptions of Intangibles

How brand equity is created

Brand

Performance Product Service

compared with

Competition

Brand Associations Include Perceptions of

Functional and ldquoEmotionalrdquo Performance Measures

How brand equity is created

Question

How do we protect the erosion of the brand

Answer

By understanding how brand equity is created managed

and sustained

EquityMap

A model of the world in which brands existhellip

in which a suite of Research International solutionshellip

applies a unique spectrum of qualitative and quantitative branding research

expertisehellip

within a consistent conceptual framework

Harmonised Solutions for Exploring the EquityMap

Equity Engine

Brand Navigation

BrandSight Gallery

Locator

Harmonised Solutions for Exploring the EquityMap

Equity Engine Quantified monitor of brand equity and measurement of key equity

drivers

Brand Navigation Flexible qualitative toolkit for evaluating and understanding each

dimension of equity

BrandSight Gallery Visually based system for evaluating Core Values and Brand

Personality

Locator Powerful micro-modelling system for optimisation of brand image

and positioning

Awareness

Familiarity

Affinity Performance

Equity

Components of brand equity

Affinity and performance

Coherence is essential between

Emotional and functional dimensions

Codes and signs

Current image and heritage (core values)

Qualitative analysis

Semiotics

The components of affinity the elements

of the map

Trust

Innovation

Authority

Identification

Approval

Affinity

Affinity authority

Heritage Destiny Where the

brand is going

Authority heritage trust innovation

Weight of years

Versus

Beware of lsquofakersquo heritage founder myths need

substance

Authority - Heritage

Experience

A B C

Brand

Affinity Authority

Identification

Approval

Brand Associations Include

Feelings and Perceptions of Intangibles

How brand equity is created

Brand

Performance Product Service

compared with

Competition

Brand Associations Include Perceptions of

Functional and ldquoEmotionalrdquo Performance Measures

How brand equity is created

Question

How do we protect the erosion of the brand

Answer

By understanding how brand equity is created managed

and sustained

EquityMap

A model of the world in which brands existhellip

in which a suite of Research International solutionshellip

applies a unique spectrum of qualitative and quantitative branding research

expertisehellip

within a consistent conceptual framework

Harmonised Solutions for Exploring the EquityMap

Equity Engine

Brand Navigation

BrandSight Gallery

Locator

Harmonised Solutions for Exploring the EquityMap

Equity Engine Quantified monitor of brand equity and measurement of key equity

drivers

Brand Navigation Flexible qualitative toolkit for evaluating and understanding each

dimension of equity

BrandSight Gallery Visually based system for evaluating Core Values and Brand

Personality

Locator Powerful micro-modelling system for optimisation of brand image

and positioning

Awareness

Familiarity

Affinity Performance

Equity

Components of brand equity

Affinity and performance

Coherence is essential between

Emotional and functional dimensions

Codes and signs

Current image and heritage (core values)

Qualitative analysis

Semiotics

The components of affinity the elements

of the map

Trust

Innovation

Authority

Identification

Approval

Affinity

Affinity authority

Heritage Destiny Where the

brand is going

Authority heritage trust innovation

Weight of years

Versus

Beware of lsquofakersquo heritage founder myths need

substance

Authority - Heritage

Experience

A B C

Brand

Performance Product Service

compared with

Competition

Brand Associations Include Perceptions of

Functional and ldquoEmotionalrdquo Performance Measures

How brand equity is created

Question

How do we protect the erosion of the brand

Answer

By understanding how brand equity is created managed

and sustained

EquityMap

A model of the world in which brands existhellip

in which a suite of Research International solutionshellip

applies a unique spectrum of qualitative and quantitative branding research

expertisehellip

within a consistent conceptual framework

Harmonised Solutions for Exploring the EquityMap

Equity Engine

Brand Navigation

BrandSight Gallery

Locator

Harmonised Solutions for Exploring the EquityMap

Equity Engine Quantified monitor of brand equity and measurement of key equity

drivers

Brand Navigation Flexible qualitative toolkit for evaluating and understanding each

dimension of equity

BrandSight Gallery Visually based system for evaluating Core Values and Brand

Personality

Locator Powerful micro-modelling system for optimisation of brand image

and positioning

Awareness

Familiarity

Affinity Performance

Equity

Components of brand equity

Affinity and performance

Coherence is essential between

Emotional and functional dimensions

Codes and signs

Current image and heritage (core values)

Qualitative analysis

Semiotics

The components of affinity the elements

of the map

Trust

Innovation

Authority

Identification

Approval

Affinity

Affinity authority

Heritage Destiny Where the

brand is going

Authority heritage trust innovation

Weight of years

Versus

Beware of lsquofakersquo heritage founder myths need

substance

Authority - Heritage

Experience

A B C

Question

How do we protect the erosion of the brand

Answer

By understanding how brand equity is created managed

and sustained

EquityMap

A model of the world in which brands existhellip

in which a suite of Research International solutionshellip

applies a unique spectrum of qualitative and quantitative branding research

expertisehellip

within a consistent conceptual framework

Harmonised Solutions for Exploring the EquityMap

Equity Engine

Brand Navigation

BrandSight Gallery

Locator

Harmonised Solutions for Exploring the EquityMap

Equity Engine Quantified monitor of brand equity and measurement of key equity

drivers

Brand Navigation Flexible qualitative toolkit for evaluating and understanding each

dimension of equity

BrandSight Gallery Visually based system for evaluating Core Values and Brand

Personality

Locator Powerful micro-modelling system for optimisation of brand image

and positioning

Awareness

Familiarity

Affinity Performance

Equity

Components of brand equity

Affinity and performance

Coherence is essential between

Emotional and functional dimensions

Codes and signs

Current image and heritage (core values)

Qualitative analysis

Semiotics

The components of affinity the elements

of the map

Trust

Innovation

Authority

Identification

Approval

Affinity

Affinity authority

Heritage Destiny Where the

brand is going

Authority heritage trust innovation

Weight of years

Versus

Beware of lsquofakersquo heritage founder myths need

substance

Authority - Heritage

Experience

A B C

EquityMap

A model of the world in which brands existhellip

in which a suite of Research International solutionshellip

applies a unique spectrum of qualitative and quantitative branding research

expertisehellip

within a consistent conceptual framework

Harmonised Solutions for Exploring the EquityMap

Equity Engine

Brand Navigation

BrandSight Gallery

Locator

Harmonised Solutions for Exploring the EquityMap

Equity Engine Quantified monitor of brand equity and measurement of key equity

drivers

Brand Navigation Flexible qualitative toolkit for evaluating and understanding each

dimension of equity

BrandSight Gallery Visually based system for evaluating Core Values and Brand

Personality

Locator Powerful micro-modelling system for optimisation of brand image

and positioning

Awareness

Familiarity

Affinity Performance

Equity

Components of brand equity

Affinity and performance

Coherence is essential between

Emotional and functional dimensions

Codes and signs

Current image and heritage (core values)

Qualitative analysis

Semiotics

The components of affinity the elements

of the map

Trust

Innovation

Authority

Identification

Approval

Affinity

Affinity authority

Heritage Destiny Where the

brand is going

Authority heritage trust innovation

Weight of years

Versus

Beware of lsquofakersquo heritage founder myths need

substance

Authority - Heritage

Experience

A B C

Harmonised Solutions for Exploring the EquityMap

Equity Engine

Brand Navigation

BrandSight Gallery

Locator

Harmonised Solutions for Exploring the EquityMap

Equity Engine Quantified monitor of brand equity and measurement of key equity

drivers

Brand Navigation Flexible qualitative toolkit for evaluating and understanding each

dimension of equity

BrandSight Gallery Visually based system for evaluating Core Values and Brand

Personality

Locator Powerful micro-modelling system for optimisation of brand image

and positioning

Awareness

Familiarity

Affinity Performance

Equity

Components of brand equity

Affinity and performance

Coherence is essential between

Emotional and functional dimensions

Codes and signs

Current image and heritage (core values)

Qualitative analysis

Semiotics

The components of affinity the elements

of the map

Trust

Innovation

Authority

Identification

Approval

Affinity

Affinity authority

Heritage Destiny Where the

brand is going

Authority heritage trust innovation

Weight of years

Versus

Beware of lsquofakersquo heritage founder myths need

substance

Authority - Heritage

Experience

A B C

Harmonised Solutions for Exploring the EquityMap

Equity Engine Quantified monitor of brand equity and measurement of key equity

drivers

Brand Navigation Flexible qualitative toolkit for evaluating and understanding each

dimension of equity

BrandSight Gallery Visually based system for evaluating Core Values and Brand

Personality

Locator Powerful micro-modelling system for optimisation of brand image

and positioning

Awareness

Familiarity

Affinity Performance

Equity

Components of brand equity

Affinity and performance

Coherence is essential between

Emotional and functional dimensions

Codes and signs

Current image and heritage (core values)

Qualitative analysis

Semiotics

The components of affinity the elements

of the map

Trust

Innovation

Authority

Identification

Approval

Affinity

Affinity authority

Heritage Destiny Where the

brand is going

Authority heritage trust innovation

Weight of years

Versus

Beware of lsquofakersquo heritage founder myths need

substance

Authority - Heritage

Experience

A B C

Awareness

Familiarity

Affinity Performance

Equity

Components of brand equity

Affinity and performance

Coherence is essential between

Emotional and functional dimensions

Codes and signs

Current image and heritage (core values)

Qualitative analysis

Semiotics

The components of affinity the elements

of the map

Trust

Innovation

Authority

Identification

Approval

Affinity

Affinity authority

Heritage Destiny Where the

brand is going

Authority heritage trust innovation

Weight of years

Versus

Beware of lsquofakersquo heritage founder myths need

substance

Authority - Heritage

Experience

A B C

Affinity and performance

Coherence is essential between

Emotional and functional dimensions

Codes and signs

Current image and heritage (core values)

Qualitative analysis

Semiotics

The components of affinity the elements

of the map

Trust

Innovation

Authority

Identification

Approval

Affinity

Affinity authority

Heritage Destiny Where the

brand is going

Authority heritage trust innovation

Weight of years

Versus

Beware of lsquofakersquo heritage founder myths need

substance

Authority - Heritage

Experience

A B C

The components of affinity the elements

of the map

Trust

Innovation

Authority

Identification

Approval

Affinity

Affinity authority

Heritage Destiny Where the

brand is going

Authority heritage trust innovation

Weight of years

Versus

Beware of lsquofakersquo heritage founder myths need

substance

Authority - Heritage

Experience

A B C

Trust

Innovation

Authority

Identification

Approval

Affinity

Affinity authority

Heritage Destiny Where the

brand is going

Authority heritage trust innovation

Weight of years

Versus

Beware of lsquofakersquo heritage founder myths need

substance

Authority - Heritage

Experience

A B C

Authority heritage trust innovation

Weight of years

Versus

Beware of lsquofakersquo heritage founder myths need

substance

Authority - Heritage

Experience

A B C

Weight of years

Versus

Beware of lsquofakersquo heritage founder myths need

substance

Authority - Heritage

Experience

A B C

laquotechnicalraquo

brand has a

know-how

proved itself

Personal

experience

laquo Peersrsquoraquo

experience

laquocoldraquo Trust laquowarmraquo Trust

Authority - Trust

Corporate Trust

Expertise and

Performance

Trust

Relationship

Trust Ethical Trust

Authority - Innovation

Dynamism

Research amp

Technology

Speed Creativity

Useful Trivial

Evolution Revolution

Affinity identification

Bonding

Caring

Nostalgia

Authority

Identification

Approval

Affinity

Identification - bonding caring

nostalgia

Authority - Innovation

Dynamism

Research amp

Technology

Speed Creativity

Useful Trivial

Evolution Revolution

Affinity identification

Bonding

Caring

Nostalgia

Authority

Identification

Approval

Affinity

Identification - bonding caring

nostalgia

Affinity identification

Bonding

Caring

Nostalgia

Authority

Identification

Approval

Affinity

Identification - bonding caring

nostalgia

Identification - bonding caring

nostalgia

Ubiquity Respectful

Attentive Transparent

Makes things

easier

Bonding

Relational

Identification - Bonding

Guardian Angel Active audience

Caring

Softness Reassurance

laquoI understand youraquo

Identification - Caring

Attractiveness A sense of ritualisation

Nostalgia

Breaking away

Regression Sensory Tribal

Identification - Nostalgia

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Affinity

Affinity approval

Approval - prestige acceptability

endorsement

Exclusivity Knowledge

Prestige

History

bull Refinement

bull Quality

bull Elegance

Approval - Prestige

Social Neutrality

Conventional conformist

Politically correct

Acceptability

Reassurance

Know-how

Expertise

No Social risk No Technical risk

Approval - Acceptability

Status Personal standards

Endorsement

Distinctiveness

Oute

r

Versus

Inner

Brand as

a laquobadgeraquo

Approval - Endorsement

Outer = Status amp distinct

Inner = Personal

Break out session - 10 mins max

From your knowledge or well known brands try and complete the affinity components of brand navigation

Brand equity of helliphellip

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

How to generate the information we need

from consumers the methods and

techniques

Approaches to understanding affinity

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Brand personality

User personality

Core symbolic values

Brand social

Personality

Authority - approaches to

understanding core symbolic values

In depth interviews with client stakeholders

Company - Brand relationships

Projective techniques in creative group sessions

with consumers

GenealogyFamily tree

Personification of the laquoFounding Fatherraquo amp family

ObituaryReincarnation

Description of the Company Board of Directors

Time Capsule

Secret Development Room

BrandSight Gallerysm I

Identification - approaches to

understanding brand and user

personality

Personification

Analogies

Collage

Visit to the factory

Planet game

BrandSight Gallerysm II

Personification

Collage

Role playing

BrandSight Gallery II

Brand Personality User

Approval - approaches to

understanding brand social personality

Brand party

game Role playing

War of

brands Shopping

basket

Awareness

Familiarity

Affinity Performance

Equity

Understanding performance

Approaches to understanding

performance

Free associations

Product mappingsorting

Productrsquos recipe

SimilaritiesDissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslowrsquos hierarchy of needs

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Guardian Angel Active audience

Caring

Softness Reassurance

laquoI understand youraquo

Identification - Caring

Attractiveness A sense of ritualisation

Nostalgia

Breaking away

Regression Sensory Tribal

Identification - Nostalgia

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Affinity

Affinity approval

Approval - prestige acceptability

endorsement

Exclusivity Knowledge

Prestige

History

bull Refinement

bull Quality

bull Elegance

Approval - Prestige

Social Neutrality

Conventional conformist

Politically correct

Acceptability

Reassurance

Know-how

Expertise

No Social risk No Technical risk

Approval - Acceptability

Status Personal standards

Endorsement

Distinctiveness

Oute

r

Versus

Inner

Brand as

a laquobadgeraquo

Approval - Endorsement

Outer = Status amp distinct

Inner = Personal

Break out session - 10 mins max

From your knowledge or well known brands try and complete the affinity components of brand navigation

Brand equity of helliphellip

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

How to generate the information we need

from consumers the methods and

techniques

Approaches to understanding affinity

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Brand personality

User personality

Core symbolic values

Brand social

Personality

Authority - approaches to

understanding core symbolic values

In depth interviews with client stakeholders

Company - Brand relationships

Projective techniques in creative group sessions

with consumers

GenealogyFamily tree

Personification of the laquoFounding Fatherraquo amp family

ObituaryReincarnation

Description of the Company Board of Directors

Time Capsule

Secret Development Room

BrandSight Gallerysm I

Identification - approaches to

understanding brand and user

personality

Personification

Analogies

Collage

Visit to the factory

Planet game

BrandSight Gallerysm II

Personification

Collage

Role playing

BrandSight Gallery II

Brand Personality User

Approval - approaches to

understanding brand social personality

Brand party

game Role playing

War of

brands Shopping

basket

Awareness

Familiarity

Affinity Performance

Equity

Understanding performance

Approaches to understanding

performance

Free associations

Product mappingsorting

Productrsquos recipe

SimilaritiesDissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslowrsquos hierarchy of needs

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Attractiveness A sense of ritualisation

Nostalgia

Breaking away

Regression Sensory Tribal

Identification - Nostalgia

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Affinity

Affinity approval

Approval - prestige acceptability

endorsement

Exclusivity Knowledge

Prestige

History

bull Refinement

bull Quality

bull Elegance

Approval - Prestige

Social Neutrality

Conventional conformist

Politically correct

Acceptability

Reassurance

Know-how

Expertise

No Social risk No Technical risk

Approval - Acceptability

Status Personal standards

Endorsement

Distinctiveness

Oute

r

Versus

Inner

Brand as

a laquobadgeraquo

Approval - Endorsement

Outer = Status amp distinct

Inner = Personal

Break out session - 10 mins max

From your knowledge or well known brands try and complete the affinity components of brand navigation

Brand equity of helliphellip

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

How to generate the information we need

from consumers the methods and

techniques

Approaches to understanding affinity

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Brand personality

User personality

Core symbolic values

Brand social

Personality

Authority - approaches to

understanding core symbolic values

In depth interviews with client stakeholders

Company - Brand relationships

Projective techniques in creative group sessions

with consumers

GenealogyFamily tree

Personification of the laquoFounding Fatherraquo amp family

ObituaryReincarnation

Description of the Company Board of Directors

Time Capsule

Secret Development Room

BrandSight Gallerysm I

Identification - approaches to

understanding brand and user

personality

Personification

Analogies

Collage

Visit to the factory

Planet game

BrandSight Gallerysm II

Personification

Collage

Role playing

BrandSight Gallery II

Brand Personality User

Approval - approaches to

understanding brand social personality

Brand party

game Role playing

War of

brands Shopping

basket

Awareness

Familiarity

Affinity Performance

Equity

Understanding performance

Approaches to understanding

performance

Free associations

Product mappingsorting

Productrsquos recipe

SimilaritiesDissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslowrsquos hierarchy of needs

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Affinity

Affinity approval

Approval - prestige acceptability

endorsement

Exclusivity Knowledge

Prestige

History

bull Refinement

bull Quality

bull Elegance

Approval - Prestige

Social Neutrality

Conventional conformist

Politically correct

Acceptability

Reassurance

Know-how

Expertise

No Social risk No Technical risk

Approval - Acceptability

Status Personal standards

Endorsement

Distinctiveness

Oute

r

Versus

Inner

Brand as

a laquobadgeraquo

Approval - Endorsement

Outer = Status amp distinct

Inner = Personal

Break out session - 10 mins max

From your knowledge or well known brands try and complete the affinity components of brand navigation

Brand equity of helliphellip

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

How to generate the information we need

from consumers the methods and

techniques

Approaches to understanding affinity

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Brand personality

User personality

Core symbolic values

Brand social

Personality

Authority - approaches to

understanding core symbolic values

In depth interviews with client stakeholders

Company - Brand relationships

Projective techniques in creative group sessions

with consumers

GenealogyFamily tree

Personification of the laquoFounding Fatherraquo amp family

ObituaryReincarnation

Description of the Company Board of Directors

Time Capsule

Secret Development Room

BrandSight Gallerysm I

Identification - approaches to

understanding brand and user

personality

Personification

Analogies

Collage

Visit to the factory

Planet game

BrandSight Gallerysm II

Personification

Collage

Role playing

BrandSight Gallery II

Brand Personality User

Approval - approaches to

understanding brand social personality

Brand party

game Role playing

War of

brands Shopping

basket

Awareness

Familiarity

Affinity Performance

Equity

Understanding performance

Approaches to understanding

performance

Free associations

Product mappingsorting

Productrsquos recipe

SimilaritiesDissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslowrsquos hierarchy of needs

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Approval - prestige acceptability

endorsement

Exclusivity Knowledge

Prestige

History

bull Refinement

bull Quality

bull Elegance

Approval - Prestige

Social Neutrality

Conventional conformist

Politically correct

Acceptability

Reassurance

Know-how

Expertise

No Social risk No Technical risk

Approval - Acceptability

Status Personal standards

Endorsement

Distinctiveness

Oute

r

Versus

Inner

Brand as

a laquobadgeraquo

Approval - Endorsement

Outer = Status amp distinct

Inner = Personal

Break out session - 10 mins max

From your knowledge or well known brands try and complete the affinity components of brand navigation

Brand equity of helliphellip

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

How to generate the information we need

from consumers the methods and

techniques

Approaches to understanding affinity

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Brand personality

User personality

Core symbolic values

Brand social

Personality

Authority - approaches to

understanding core symbolic values

In depth interviews with client stakeholders

Company - Brand relationships

Projective techniques in creative group sessions

with consumers

GenealogyFamily tree

Personification of the laquoFounding Fatherraquo amp family

ObituaryReincarnation

Description of the Company Board of Directors

Time Capsule

Secret Development Room

BrandSight Gallerysm I

Identification - approaches to

understanding brand and user

personality

Personification

Analogies

Collage

Visit to the factory

Planet game

BrandSight Gallerysm II

Personification

Collage

Role playing

BrandSight Gallery II

Brand Personality User

Approval - approaches to

understanding brand social personality

Brand party

game Role playing

War of

brands Shopping

basket

Awareness

Familiarity

Affinity Performance

Equity

Understanding performance

Approaches to understanding

performance

Free associations

Product mappingsorting

Productrsquos recipe

SimilaritiesDissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslowrsquos hierarchy of needs

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Exclusivity Knowledge

Prestige

History

bull Refinement

bull Quality

bull Elegance

Approval - Prestige

Social Neutrality

Conventional conformist

Politically correct

Acceptability

Reassurance

Know-how

Expertise

No Social risk No Technical risk

Approval - Acceptability

Status Personal standards

Endorsement

Distinctiveness

Oute

r

Versus

Inner

Brand as

a laquobadgeraquo

Approval - Endorsement

Outer = Status amp distinct

Inner = Personal

Break out session - 10 mins max

From your knowledge or well known brands try and complete the affinity components of brand navigation

Brand equity of helliphellip

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

How to generate the information we need

from consumers the methods and

techniques

Approaches to understanding affinity

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Brand personality

User personality

Core symbolic values

Brand social

Personality

Authority - approaches to

understanding core symbolic values

In depth interviews with client stakeholders

Company - Brand relationships

Projective techniques in creative group sessions

with consumers

GenealogyFamily tree

Personification of the laquoFounding Fatherraquo amp family

ObituaryReincarnation

Description of the Company Board of Directors

Time Capsule

Secret Development Room

BrandSight Gallerysm I

Identification - approaches to

understanding brand and user

personality

Personification

Analogies

Collage

Visit to the factory

Planet game

BrandSight Gallerysm II

Personification

Collage

Role playing

BrandSight Gallery II

Brand Personality User

Approval - approaches to

understanding brand social personality

Brand party

game Role playing

War of

brands Shopping

basket

Awareness

Familiarity

Affinity Performance

Equity

Understanding performance

Approaches to understanding

performance

Free associations

Product mappingsorting

Productrsquos recipe

SimilaritiesDissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslowrsquos hierarchy of needs

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Social Neutrality

Conventional conformist

Politically correct

Acceptability

Reassurance

Know-how

Expertise

No Social risk No Technical risk

Approval - Acceptability

Status Personal standards

Endorsement

Distinctiveness

Oute

r

Versus

Inner

Brand as

a laquobadgeraquo

Approval - Endorsement

Outer = Status amp distinct

Inner = Personal

Break out session - 10 mins max

From your knowledge or well known brands try and complete the affinity components of brand navigation

Brand equity of helliphellip

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

How to generate the information we need

from consumers the methods and

techniques

Approaches to understanding affinity

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Brand personality

User personality

Core symbolic values

Brand social

Personality

Authority - approaches to

understanding core symbolic values

In depth interviews with client stakeholders

Company - Brand relationships

Projective techniques in creative group sessions

with consumers

GenealogyFamily tree

Personification of the laquoFounding Fatherraquo amp family

ObituaryReincarnation

Description of the Company Board of Directors

Time Capsule

Secret Development Room

BrandSight Gallerysm I

Identification - approaches to

understanding brand and user

personality

Personification

Analogies

Collage

Visit to the factory

Planet game

BrandSight Gallerysm II

Personification

Collage

Role playing

BrandSight Gallery II

Brand Personality User

Approval - approaches to

understanding brand social personality

Brand party

game Role playing

War of

brands Shopping

basket

Awareness

Familiarity

Affinity Performance

Equity

Understanding performance

Approaches to understanding

performance

Free associations

Product mappingsorting

Productrsquos recipe

SimilaritiesDissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslowrsquos hierarchy of needs

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Status Personal standards

Endorsement

Distinctiveness

Oute

r

Versus

Inner

Brand as

a laquobadgeraquo

Approval - Endorsement

Outer = Status amp distinct

Inner = Personal

Break out session - 10 mins max

From your knowledge or well known brands try and complete the affinity components of brand navigation

Brand equity of helliphellip

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

How to generate the information we need

from consumers the methods and

techniques

Approaches to understanding affinity

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Brand personality

User personality

Core symbolic values

Brand social

Personality

Authority - approaches to

understanding core symbolic values

In depth interviews with client stakeholders

Company - Brand relationships

Projective techniques in creative group sessions

with consumers

GenealogyFamily tree

Personification of the laquoFounding Fatherraquo amp family

ObituaryReincarnation

Description of the Company Board of Directors

Time Capsule

Secret Development Room

BrandSight Gallerysm I

Identification - approaches to

understanding brand and user

personality

Personification

Analogies

Collage

Visit to the factory

Planet game

BrandSight Gallerysm II

Personification

Collage

Role playing

BrandSight Gallery II

Brand Personality User

Approval - approaches to

understanding brand social personality

Brand party

game Role playing

War of

brands Shopping

basket

Awareness

Familiarity

Affinity Performance

Equity

Understanding performance

Approaches to understanding

performance

Free associations

Product mappingsorting

Productrsquos recipe

SimilaritiesDissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslowrsquos hierarchy of needs

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Break out session - 10 mins max

From your knowledge or well known brands try and complete the affinity components of brand navigation

Brand equity of helliphellip

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

How to generate the information we need

from consumers the methods and

techniques

Approaches to understanding affinity

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Brand personality

User personality

Core symbolic values

Brand social

Personality

Authority - approaches to

understanding core symbolic values

In depth interviews with client stakeholders

Company - Brand relationships

Projective techniques in creative group sessions

with consumers

GenealogyFamily tree

Personification of the laquoFounding Fatherraquo amp family

ObituaryReincarnation

Description of the Company Board of Directors

Time Capsule

Secret Development Room

BrandSight Gallerysm I

Identification - approaches to

understanding brand and user

personality

Personification

Analogies

Collage

Visit to the factory

Planet game

BrandSight Gallerysm II

Personification

Collage

Role playing

BrandSight Gallery II

Brand Personality User

Approval - approaches to

understanding brand social personality

Brand party

game Role playing

War of

brands Shopping

basket

Awareness

Familiarity

Affinity Performance

Equity

Understanding performance

Approaches to understanding

performance

Free associations

Product mappingsorting

Productrsquos recipe

SimilaritiesDissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslowrsquos hierarchy of needs

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Brand equity of helliphellip

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

How to generate the information we need

from consumers the methods and

techniques

Approaches to understanding affinity

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Brand personality

User personality

Core symbolic values

Brand social

Personality

Authority - approaches to

understanding core symbolic values

In depth interviews with client stakeholders

Company - Brand relationships

Projective techniques in creative group sessions

with consumers

GenealogyFamily tree

Personification of the laquoFounding Fatherraquo amp family

ObituaryReincarnation

Description of the Company Board of Directors

Time Capsule

Secret Development Room

BrandSight Gallerysm I

Identification - approaches to

understanding brand and user

personality

Personification

Analogies

Collage

Visit to the factory

Planet game

BrandSight Gallerysm II

Personification

Collage

Role playing

BrandSight Gallery II

Brand Personality User

Approval - approaches to

understanding brand social personality

Brand party

game Role playing

War of

brands Shopping

basket

Awareness

Familiarity

Affinity Performance

Equity

Understanding performance

Approaches to understanding

performance

Free associations

Product mappingsorting

Productrsquos recipe

SimilaritiesDissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslowrsquos hierarchy of needs

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

How to generate the information we need

from consumers the methods and

techniques

Approaches to understanding affinity

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Brand personality

User personality

Core symbolic values

Brand social

Personality

Authority - approaches to

understanding core symbolic values

In depth interviews with client stakeholders

Company - Brand relationships

Projective techniques in creative group sessions

with consumers

GenealogyFamily tree

Personification of the laquoFounding Fatherraquo amp family

ObituaryReincarnation

Description of the Company Board of Directors

Time Capsule

Secret Development Room

BrandSight Gallerysm I

Identification - approaches to

understanding brand and user

personality

Personification

Analogies

Collage

Visit to the factory

Planet game

BrandSight Gallerysm II

Personification

Collage

Role playing

BrandSight Gallery II

Brand Personality User

Approval - approaches to

understanding brand social personality

Brand party

game Role playing

War of

brands Shopping

basket

Awareness

Familiarity

Affinity Performance

Equity

Understanding performance

Approaches to understanding

performance

Free associations

Product mappingsorting

Productrsquos recipe

SimilaritiesDissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslowrsquos hierarchy of needs

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Approaches to understanding affinity

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Brand personality

User personality

Core symbolic values

Brand social

Personality

Authority - approaches to

understanding core symbolic values

In depth interviews with client stakeholders

Company - Brand relationships

Projective techniques in creative group sessions

with consumers

GenealogyFamily tree

Personification of the laquoFounding Fatherraquo amp family

ObituaryReincarnation

Description of the Company Board of Directors

Time Capsule

Secret Development Room

BrandSight Gallerysm I

Identification - approaches to

understanding brand and user

personality

Personification

Analogies

Collage

Visit to the factory

Planet game

BrandSight Gallerysm II

Personification

Collage

Role playing

BrandSight Gallery II

Brand Personality User

Approval - approaches to

understanding brand social personality

Brand party

game Role playing

War of

brands Shopping

basket

Awareness

Familiarity

Affinity Performance

Equity

Understanding performance

Approaches to understanding

performance

Free associations

Product mappingsorting

Productrsquos recipe

SimilaritiesDissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslowrsquos hierarchy of needs

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Authority - approaches to

understanding core symbolic values

In depth interviews with client stakeholders

Company - Brand relationships

Projective techniques in creative group sessions

with consumers

GenealogyFamily tree

Personification of the laquoFounding Fatherraquo amp family

ObituaryReincarnation

Description of the Company Board of Directors

Time Capsule

Secret Development Room

BrandSight Gallerysm I

Identification - approaches to

understanding brand and user

personality

Personification

Analogies

Collage

Visit to the factory

Planet game

BrandSight Gallerysm II

Personification

Collage

Role playing

BrandSight Gallery II

Brand Personality User

Approval - approaches to

understanding brand social personality

Brand party

game Role playing

War of

brands Shopping

basket

Awareness

Familiarity

Affinity Performance

Equity

Understanding performance

Approaches to understanding

performance

Free associations

Product mappingsorting

Productrsquos recipe

SimilaritiesDissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslowrsquos hierarchy of needs

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Identification - approaches to

understanding brand and user

personality

Personification

Analogies

Collage

Visit to the factory

Planet game

BrandSight Gallerysm II

Personification

Collage

Role playing

BrandSight Gallery II

Brand Personality User

Approval - approaches to

understanding brand social personality

Brand party

game Role playing

War of

brands Shopping

basket

Awareness

Familiarity

Affinity Performance

Equity

Understanding performance

Approaches to understanding

performance

Free associations

Product mappingsorting

Productrsquos recipe

SimilaritiesDissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslowrsquos hierarchy of needs

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Approval - approaches to

understanding brand social personality

Brand party

game Role playing

War of

brands Shopping

basket

Awareness

Familiarity

Affinity Performance

Equity

Understanding performance

Approaches to understanding

performance

Free associations

Product mappingsorting

Productrsquos recipe

SimilaritiesDissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslowrsquos hierarchy of needs

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Awareness

Familiarity

Affinity Performance

Equity

Understanding performance

Approaches to understanding

performance

Free associations

Product mappingsorting

Productrsquos recipe

SimilaritiesDissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslowrsquos hierarchy of needs

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Approaches to understanding

performance

Free associations

Product mappingsorting

Productrsquos recipe

SimilaritiesDissimilarities

Consumer needs in the broadest sense

Laddering (benefit networking)

Maslowrsquos hierarchy of needs

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

BASIC NEEDS (physiological food water

shelter medical care)

SAFETYSECURITY NEEDS (human rights

freedom from fear)

BELONGINESS LOVE NEEDS

(acceptance caring sense of community)

ESTEEM NEEDS

(self esteem esteem from others)

SELF ACTUALISATION NEEDS

(realisation of true potential)

Maslow

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

ATTRIBUTE CONSEQUENCES VALUES

Feel good

about brand

Praise from

mother

Proud of

result

Makes me

feel wanted

Reward for

effort

Reminds me of

when I was a child

Reassurance

of

job well done

Notice my efforts

Pleasant

to smell

Tell itrsquos

cleaned

Family comment

Smells

nicer

Smells

cleaner

Lemon

scented

Benefit networkingladdering

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Exploring brand-consumer relationships

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

bull In Branding Research

bull In Advertising Development

bull In Direct Marketing

bull In Packaging Sales Promotion Public Relations

bull In Customer Service

Brand relationships

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

The interaction

of

The laquoobjectiveraquo Brand

The residual impression left

in the consumerrsquos mind of the

ideas images and messages

that

have been projected at the

consumer

The laquosubjectiveraquo Brand

Self-directed

feelings and attitudes

which come to mind

when the consumer

thinks about the brand

Understanding both sides of the

consumer brand relationship

Consumersrsquo Attitudes Brandrsquos Attitudes

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Professional

Caring

Capable

Funny

laquoI like the doctorraquo

The doctor-patient relationship

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Professional

Caring

Capable

Funny

laquoI donrsquot like the doctorraquo

laquoThe doctor thinks

Irsquom an old hypochondriacraquo

The doctor-patient relationship

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Relationships with

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

CAN USE ALL AROUND THE WORLD

NOT EVERYONE CAN HAVE IT

PRESTIGIOUS

FOR SOMEONE WITH GOOD CREDIT RATING

WELL KNOWN

FOR SOMEONE IN HIGHER INCOME

BRACKET

STATUS SYMBOL

RESPECTED

FOR BUSINESS USE

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

American Express Card brand image

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

A BUSINESS PERSON

SOPHISTICATED

HAS LEADERSHIP QUALITIES

WEALTHY

DISTINGUISHED

SUCCESSFUL

CONFIDENT

HAS GOOD TASTE

GOOD-LOOKING

A CELEBRITY

CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

NON CARD

MEMBERS

X

X

X

X

X

X

X

X

X

X

American Express Card user

personality

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

laquoI know yoursquore a sound and creditworthy

person So when yoursquore with me everyone will

accept you and treat you as an important

person Of course itrsquos me they really know

and respect so stick with me and yoursquoll be

OKraquo

American Express Card members

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

laquoI donrsquot think yoursquore my type

First of all Irsquom not sure you can afford to keep

up with me Then Irsquom usually in the company

of well-known and important people Does that

describe you raquo

American Express Card non members

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

BRAVE Role Playing

Brand Families

Relationships

Cards Interviewer amp Applicant

Salesperson amp Customer

Team-mates

Master amp Slave

Father amp Child

Husband amp wife

Personal enemies etc

Exploring brand-consumer relationships

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

The brandrsquos positive prominence in the consumer mind

Technique the laquoMeraquo centred map

Brand relationships - qualitative

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

ME

Brand A X

X

Brand B

Brand C X

Familiarity

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Approaches to understanding brand-

consumer relationships

Brand Families

Relationships

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Colgate

Pepsi

Mc Donalds

Burger King

Microsoft

Avis

American Express

Levirsquos

Harley Davidson

Apple

Gillette

Nike

Emotional

Task Orientated

Superficial Intense

Casual acquaintances

Childhood

Buddies

Co-workers Casual acquaintances

Master - Slave

Siblings

Close friends

Best friends

Father amp son

Team-mates

Business rivals

Opposing negotiations

Relationship model of brands

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Benefits of the approach

A toolbox of techniques to provide a deep and

comprehensive understanding of brands and their

equity

Provides an easily understood map of brands in

the market

Generates a model to give direction to where the

brand should go

In the context of extensive global knowledge and

understanding of brands and how they work

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

The Qualitative Map

Category Expertise

Consumer Expertise

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

bull Direct and indirect competition

bull Barriers to switching

bull Category trends

bull Recent marketing amp sales innovations and events

bull Media

bull Category signs amp codes

bull Importance and specifics of point of sale

Category expertise

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

bull Macro amp Micro consumer needs

bull Emergent latent needs

bull Socio-cultural barriers to express oneself

bull Degree of familiarity towards brands as a whole

RE - The interviewed sample

bull Assessment of experimentalism

bull Assessment of overall degree of optimism pessimism

Consumer expertise

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

bull FAMILIARITY

bull AFFINITY Core Values

Brand Personality

User Personality

bull PERFORMANCE Product Image

Benefits

BRAND-CONSUMER RELATIONSHIP

(+) Category expertise

(+) Consumer expertise

Brand navigation diagnostic - content

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Building the learnings through quantification

Equity Enginesm

Equity

Price

Product

Service

Performance Brand

value =

Identification

Approval

Authority

Affinity

A comprehensive framework for understanding the relative

strength of brands and the underlying drivers of brand

equity

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Prestige

7

Acceptability

7

Endorsement

10

Performance

32

Affinity

68

Approval

24

Heritage

6

Trust

8

Innovation

4

Authority

18

Bonding

12

Caring

8

Nostalgia

6

Identification

26

Source Research International case studyretail market

Equity

Understand your market

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Some examples of qualitative outputs

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Tetra Pak

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

BrandSight(sm) core symbolic values

model

Sincerity

Sophistication Competence

Hopelessness

Unpredictability

Excitement

Innovation

Aggression

K20

A2 K7

K5

K18

K13 K6

C2

K14 K10

G1

Rejection

Identification

Static Dynamic

H2 K1

J1 K2 K4

I 2

K17 A1 K16

(6)

(6) (4)

(10) (5)

(1) (2) (6)

(16)

(12) (9) (7)

(13)

(5)

(1)

(8)

(18) (2)

(20) (8) (6)

(34) (6) (57)

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

BrandSight(sm) the personality model

Friendly

(convivial

sociable

emotional)

Serious

(rational

technical)

Daring

(assertive bold)

Calm

(receptive

secure)

Sharing

(collaborative

caring

supportive)

Individualistic

(confident

independent)

Lively

(spirited energetic)

Reserved

(controlled reassuring)

Nurturing supporting caring

Tough rugged masculine

physical power

Outdoorsy nature masculine

Charming appealing feminine smooth

Upper class glamorous good looking

Intelligent technical corporate

Successful leader confident

Reliable hardworking secure Up to date contemporary

Independent self reliant

Humorous witty

Imaginative unique

Daring Provocative Trendy Exciting

Cheerful Sociable Friendly

Genuine nature wholesome original

Family orientated small town

average traditional

Good taste understated refined culture

Purity balance

natural mild

(2)

(1)

(19) (14)

(2) (10)

(8)

(2)

(o)

(2) (o)

(3)

(o)

(o)

(4)

(o)

(4) (1)

(23) (7)

(37) (5)

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Brand equity of Tetra Pak

Prestige

Acceptability

Endorsement

Bonding

Caring

Nostalgia

Heritage

Trust

Innovation

Au

tho

rity

Long experience - the generic brand (aware

markets) generic format (Canada) - dk S Africa

Trust the technology whether or not brand aware

familiar with it now and it does the job

Progressive v cans and glass (not glass for Italy)

and developing closures etc through R amp D But

static in Sweden

Practical Makes my life easier so understands my

needs

In touch with consumer needs but no real evidence

of an emotional bond esp non brand aware markets

Childhood recall of pyramids in Sweden and Italy

but product area too functional to be truly nostalgic

Approval comes via the technology but brand is

accessible rather than prestigious

Ubiquitous and efficacy not questioned Everyone

uses it so broad acceptability

Almost self-endorsement Itrsquos in every kitchen

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Brand essence of Tetra Pak

Tetra Pak

Functions

Personality

Performance

Source of Authority

Preserves foodstuffsliquids

Keeps foodliquid shelf stable and

fresh

Simplifies my life

High performer - it does the job

R amp D

Attention to detail (closures etc)

Nurturing and caring

Approachable and confident

A bit dull - Sweden

The generic (brand or format)

Been around along time - proven

Ubiquitous

Its ours - Sweden

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Heinz Big Soup

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

AuthorityAuthority

AuthorityAuthority

Long standing reputation andLong standing reputation and

leadershipleadershipHeritageHeritage

The brand as something oneThe brand as something one

can trust or rely oncan trust or rely onTrustTrust

Leading edge at the forefrontLeading edge at the forefront

of new developmentof new developmentInnovationInnovation

From the Heinz stable so longstanding

reliability

The only or generic big soup

Again trust in Heinz per se Current and

past experience of HBS has always been

positivepositive expectations in non users

Evolutionary innovation a facet of Heinz the

parent HBS has fallen behind it has

become a bit forgotten

The Model

Brand Navigationsm

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

IdentificationIdentification

IdentificationIdentification

Brand with which theBrand with which the

consumer feels comfortableconsumer feels comfortable

emotionallyemotionally

BondingBonding

Understanding the consumerUnderstanding the consumer

as an individual knows whatas an individual knows what

heshe needsheshe needs

CaringCaring

Associated with happyAssociated with happy

personal memoriespersonal memoriesNostalgiaNostalgia

Heinz is a friendsoup has very positive

warm values HBS take from both of

these as well as having a clear offer of its

own

The product and pack format fit modern

lifestyle needs convenience range of

usage occasions ldquoreal foodrdquo

Personal memories of Heinz are positive -

always used at least some of their

products Non controversial brand

prepared to use others within the stable

The Model

Brand Navigationsm

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

The Model

Brand Navigationsm

ApprovalApproval

ApprovalApproval

Upmarket upscale orUpmarket upscale or

premiumpremiumPrestigePrestige

Seen as a lsquogood choicersquo bySeen as a lsquogood choicersquo by

peerspeersAcceptabilityAcceptability

Used or approved by expertsUsed or approved by experts

or lsquopeople I respectrsquoor lsquopeople I respectrsquoEndorsementEndorsement

Mainstream and approachable

Ubiquitous Comfortable rather than

aspirational as per parent brand

Its presence in any kitchen would not be

questioned

User image is everyone so why not me

and mine

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Slendertone

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Slendertone ndash Brand Navigationsm

AUTHORITY

Heritage

Slendertone is the only spontaneously identifiable brand within the

EMS category and is therefore the generic name for this type of equipment

Many identified that Slendertone had been on the market for at least 25 years

(some said longer) and this sense of long standing heritage in a (perceived)

fickle market added a sense of credibility to the brand

ldquoSlendertonersquos been around for yearsrdquo (Female Non-User London)

ldquoTheyrsquore a reputable company with a wide range of productsrdquo

(Male Non-User London)

Some respondents questioned the birth of Slendertone and concluded that

ldquoMaybe it was developed out of physiotherapy or sports injuryrdquo

(Female Non-User London)

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

This unknown stem of creation is not a spontaneous thought in the consumer mind

although lack of understanding relating to the invention or birth of EMS (for which

Slendertone is the generic) tends to fuel the feeling of scepticism and questions the

overall credibility of the product

A small minority of respondents made references to TENS machines and the medical

profession which are extremely positive in creating both product credibility and trust in

the brand name An inherent sense that Slendertone know what they are doing is clear

but there is a need to enhance the level of consumer identification through clearer

understanding of exactly how the product works

This lsquomedicalrsquo tone to the brand could be further exploited although care would need to

be taken to retain the lsquowarmthrsquo which is also present in the sense of the consumer belief

that Slendertone cares for them through a genuine desire to help them with their

aspiration for a firmer more attractive body

ldquoSlendertone understand our problemsrdquo (Female User London)

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

The majority of respondents imagined that Slendertone was an American brand because

of the connection between the American culture and its relationship with the fitness field

ldquoIts got to be from California because it sounds like an American namehellipIt

sounds American from someone involved in gymsrdquo (Male Non-User London)

ldquoAmericans started it as a gimmicky quick fix or those already involved in

exerciserdquo (Female Non-User London)

There appears to be very limited knowledge of the Slendertone brand prior to the launch

of the Flex product even though people perceive that the brand has been in existence for

at least 25 years

ldquoI knew they were around and then they went very quietrdquo (Female User London)

ldquoIn the early days Slendertone had a bad name because of bad experiences

but it has stood the test of timerdquo (Male Non-User London)

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Trust

There is a fairly consistent level of scepticism surrounding EMS products in general

especially amongst men However because Slendertone is the one brand with any level

of consumer identification it does have a relatively high level of trust from non-users in

terms of believability

lsquoClinical Proofrsquo is a frustrating term to some as there is no solid or lsquorealrsquo explanation as

to what this phrase actually means It is almost as if clinical proof is too anonymous and

impersonal for such a sensitive issue as body toning whereas respondents crave lsquorealrsquo

and tangible proof of the productrsquos performance In any case the advertising and other

communications do not explain or justify the clinical proof and we do feel that the

perceived veracity of the overall product claims would be enhanced if such explanation

or justification could be added

The tone and imagery used on previous advertisements is something that equates to lsquoa

dodgy productrsquo for many consumers

ldquoThe brand doesnrsquot get any backing from the advertsrdquo (Female Non-User London)

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

RIO - Global Branding

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Consumers distinguish 4 types of global

brands

Master

Brands

GloCal

Brands

Super

Brands

Prestige

Brands

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Brand landscape from local perspective

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Emerging Brand landscape

Master

Brands

Ambassador

Brands

Super

Brands

Prestige

Brands

GloCal

Brands

Local

Brands

Tribal

Brands

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Master brands

Set standard of the category the original genuine

unique

Built on a universal narrative (a proposition with

universal relevance and resonance) Often the

creators of a self nurturing lsquomythrsquo Transcended their

origin -

Immortal - constantly innovative rejuvenating - power

to stay relevant

Appeal to both need to conform need to stand out

(Nike Nokia Sony)

These brands empower - but above all are powerful

Available indispensable ubiquitous unavoidable

Authority

Identification

Approval

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

ldquoIt is status symbol but anyone can

have it helliprdquo Italy

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Unique Authentic

Coca-Cola is the leader and the

rest are imitatorsrdquo Chile

Levirsquos It is about being authentic

being yourself Greece

Nostalgia

ldquoever since you are a child you are

taught that the TV set has to be a

Sony which was the one my

grandmother and my mother used

to haverdquo Colombia

Transcended origin

ldquoI grew up with Coca Cola it is so

close to me now that I donrsquot even

think that it is an American brandrdquo

Universal individual

Coca-Cola is for everyonerdquo gives a

feeling of universality and at the

same time considers everyonersquos

individuality Mexico

ldquoCoca Cola It is what it says it is

lsquoAlwaysrsquo for all ages for all kinds

of people for all seasons for all

moments Greece

ldquoif I wear Nike there is no need to

say anything

lsquoIrsquove got friends in India and

they talk the same way about

Levirsquoshellipitrsquos about finding out

what you have in commonrsquo

UK

Bonding

Sony is really cool hip and

outgoing I believe it is my best

friend I play it listen to it and

enjoy it as much I canrdquo USA

ldquoNike is the town to be All my

friends wear Nike What would I

be without Nike USA

lsquoJust do it reflects Australian

mentalityrsquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Master

Brands

Narrative Myth

ldquoSome brands have more deep

meaning for example Nike Itrsquos

not only a name Nike - Thailiand

ldquothey talk about a product but also

about a specific style a precise

philosophy hellip when you buy it it is

like choosing something with which

you identify helliprdquo Italy

laquo Nike is for the young raquo laquoItrsquos a

trendy brand it enables to affirm a

styleraquo laquoit contributes to giving or

creating an image of oneselfraquo laquoAll

show for someone to hide things

about themselvesraquo France

Innovative

ldquothey are constantly trying out

new things thus have an image

of being revolutionary novelrdquo

Japan

dynamic ones and innovative

ones raquo laquoI dreamed about it

Sony made it itrsquos a great slogan

it suggests creation there are no

limitshellip raquo France

Sony Always cutting-edge and

always smaller (devices) than

everybody else Greece

Powerful

ldquoI just came from Vanuatu and I

was in the middle of nowhere

and four hours to a telephone

but they had Coca Cola - that is

what I mean by powerful -

everywhererdquo Australia

They run the world theyre

enormous indestructible

Belgium

Brands that have become

indispensable and unavoidablerdquo

Belgium

ldquoIt is status symbol but anyone can have it helliprdquo

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Prestige brands

Exclusive display and highly aspirational

Built on cultural values or based on provenance of the

founder - lsquoChanelrsquo

Distant - superior

Give status and power make you feel powerful

Best buy in the category high quality

Power status distinction prestige leadership

Authority

Approval

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Cultural origin

ldquoI bought it because it is

Swiss it is high quality just

like watches Swiss means

precision and reliabilityrdquo Chile

Leadership

A powerful brand is a brand that

has the ability to command respect

Zimbabwe

Highly aspirational

If I could I would die for a

Chanel suitrdquo Argentina

ldquoI will give everything to have

this car BMW ldquo

ldquoI would love to have a BMW

Can you imagine Me in a

BMW Wowrdquo Panama

ldquo I would like to buy a BMW I like

its quality and design and also it is

a prestigious carI would be so

proud of myself if I ever drive

ithelliprdquo Turkey

ldquo When I wear a known brand I

like showing off When you look at

a person wearing a known brand it

seems like the person is rich and

wealthy helliprdquo Turkey

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

ldquoIncrease the value of the one who

uses themrdquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Prestige

Brands

Stand out prestige status

To set oneself off from the

rest France

It reminds me of the proverb lsquowho

dares winsrsquo Greece

Certain automotive brand certain

clothing brand certain places

confer a good level on you more

than anything It makes you

different to the other peoplerdquo -

Mexico

hellipTo me it means differentiation

from others It increases my self-

esteem and my self-confidence

(Germanyhellip)

Not everybody can buy it then

again it is not meant to be for

everyone Greece

ldquoItrsquos like being so proud feeling so

satisfied and that people envy you

one way or the otherrdquo Colombia

Itrsquos about class and statusrdquo SA

ldquoRolex has so much prestige in itrdquo

(HK)

ldquoThe whole world loves it you feel

you are above others if you own

Louis Vuitton (HK)

ldquoI can walk on the street with my

head up if Irsquom wearing a genuine La

Coste shirtrdquo Philippines

ldquoI bought my Hermes bracelet to celebrate

changing jobs and joining the apparel

industry and I have worn it every day since I

like the fact that even though I wear it all the

time nobody notices that it is from Hermesrdquo

Japan

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Super brands

More category and performance than lsquonarrativersquo

driven Have not become a myth by themselves

Global brands omnipresent or International not

universal -- no clear origin

High quality though not always perceived as the

original (eg Pepsi)

They are an important player but not the leader

of the category

Secure trusted durable

Authority

Identification

Approval

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

ldquoTrusted silver medal winnersrdquo

ldquoI love my Visa cardhellip I feel I can do just

anything it opens the doors for yourdquo Chile

ldquoThe highest level of a brand is

reached if it stands for a product

category like UHUrdquo (Austria) Strong investment in research and

development Brands a little lower

in terms of globalness and

affinity people assume that

they are less known have less

success at a global level)

Silver medal

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Super

Brands

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

GloCal brands

Private brands for homeself - weak display

function

Not recognised as international brands by

consumers - Unilever Philips

Feel close lsquofeel localrsquo

Category driven - mostly food personal care or

household care but can be electronics (Philips)

Trustworthy not flashy

Authority

Identification

Approval

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

ldquoFeel Closerdquo

Heritage

ldquoNescafeacute has always been in my

homerdquo ldquoMy mother used to make

fudge with condensed milk Nesteacuterdquo

Chile

ldquo As Lipton has a long history in Turkey it

has become like a local brand in our

minds and we see Lipton as a local

brandhelliprdquo Turkey

Trust

ldquoNestle because there is a

tradition thatrsquos why I identify

myself with it itrsquos guarantee total

qualityrdquo Colombia

Nostalgia

ldquoperhaps the first ice-creams at the

oratory were in point of fact

Algidarsquos who can forget the Cuore

di Panna Cornetto ldquothe mad

passionrdquo of so many summersrdquo

Italy

Feel local

ldquoVegemite is local even though it is

owned by a multi-national - no

other country would touch itrdquo

Australia

ldquoGlobal locals have Australian ads

eg lsquoHeinz meanz beanzrsquordquo

Identification

ldquothey are ours hellip they are homely

approachable close and warm-

heartedhellip they form part of our

historyrdquo Italy

Prestige

Acceptability

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

GloCal

Brands

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Ambassador brands UK

Brands linked to country of origin

Mostly described as international or regional brands-

(less ubiquitous)

Received differently across continents European

regionality -- very positive in Europe -- For other

continents (Asia Africa Latam) less a benefit

Connection to cultural heritage - source of local pride

for the country of origin - lsquoPuts your country on the

maprsquo

(Not for Scandinavia -- will dilute local values in the

long run)

For local markets

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

ldquoMake you feel proudrdquo

Trust

ldquoJC Penney is just satisfied with

being who they are Theyrsquore not

trying to go it big (international)rdquo

USA

Theyve grown in a good way

without crushing anyone Belgium

Acceptability

This group of local brands tend to

attract young lsquogo-gettersrsquo (eg

directors of black owned

companies young black

entrepreneurs lsquothe nouveaux

richesrsquo etc) more and more

successfully ldquothey are getting

thererdquo SA

Pride

ldquoTusker is great beer you can find

it even in America Kenya

QantasldquoIt makes me proud and itrsquos

a great product and a good

ambassador for Australiardquo

Belgians still make some good

thingsrdquo Its also a matter of pride

for us

Put your country on the map

Fosters is from Australia but I call

it global More people drink it

overseas than they do here the

same as Guinness for Ireland Itrsquos

recognisably Australian but for an

overseas marketrdquo Australia

lsquoThat is why I am proud off

Heineken they put our country on

the maprsquo Netherlands

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Ambassador

Brands

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Local Brands UK

lsquoOursrsquo reflect local values

The brand you grew up with traditionaldependable

trustworthy warmth

lsquoHighest accountabilityrsquo to consumer have more

interest in you as a consumer

Daily standard not very aspirational

Can reflect local pride -- reconnecting with local values

Trusted tender warm original

For local markets

Authority

Identification

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

ldquoOursrdquo

Heritage

ldquoLocal brands represent South Africa

and what it all aboutrdquo

ldquoCampbell soup is a real American

brand My mother used it and now I am

using it as wellrdquo USA

Trust

I tell myself its not been messed

about with as much its less

industrialized Belgium

They are always therehellip the products

we use on a daily basisrdquo Kenya

Nostalgia

We grew up with those things My

mother wonrsquot be wrong feeding me

Jungle Oats That is what I will be

feeding my child for the next million

yearsrsquorsquo SA

Reeb Beer (shanghai local brand)rdquo

- its advertising said Shanghai is

the place that I was born I drank

beer first time I fell in love first

time hellipthe forever innocent timesrdquo

China

Care

ldquoget to the consumer by his

feelings understand us betterrdquo

Argentina

Low prestige

You cannot boast of having a local

brandrdquo Kenya

ldquo

Prestige

Acceptability

Endorsement

Authority

Identification

Approval

Heritage

Trust

Innovation

Bonding

Caring

Nostalgia

Local

Brands

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

Tribal Brands

These can be Global or Local - (Ben Sherman

versus Quicksilver)

The tribe selects the brandnot the other way

around

Tension between universalityand individuality -

Nike

Connecting a social group - the Tribe - based on

attitude not age sex or class

Used as ldquorebellionrdquo against mainstream brands

Harley Davidson Apple Diesel

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip

ldquoMine ldquo

ldquoSome products make you feel that you belong mainly elitist brands such as BMW and Polo clothingrdquo Argentina--

need to be part of a tribe

ldquoThe clothes are unique My style I always find something I like and I feel different from the

mainstream high street shopsrdquo Australia

ldquoSwatch watches are the

ones that adjust to my

personality because of

their designs and

durabilityrdquo

ldquordquoIf I get a sense that it is pandering to the

consumer then I lose interest I want it to

stubbornly hold on to its uniquenessrdquo (Japan)

ldquoA shop brand that had only been popular among

my group got a lot of press in the magazines and

became quite major after a famous personality

wore it so now I donrsquot wear it very muchrdquo (Japan)

ldquo

ldquoA future super brand has

to leave room for the

individual

to express themselves It is

not too uniform or limits

thoughts andor behaviour

or the way you look It has

to allow for self expression

ldquoIf you wear Nike drink Coca

Cola and talk in you Nokia you

are just one in a millionrdquo

Denmark

Video clip