The Global Brand Face-off.

Espoir Cosmetics
Case requirements, and helpers. NB : this case can be worked on in teams of 3 max, if you feel more confortable.

Espoir Global Promotion questions (1)

What major cultural and consumers behavior similarities and differences do you see in Espoirs industr(ies) behavior between US, Russia and France ? What do you conclude from the above regarding the American Movie Stars promotion. What aspects of Brand personality, culture and Brand Identity Espoir could be developed globaly with this promotion ?
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Espoir Global Promotion questions (2)

Would you say it leverages local brand strength/equity? Why / Why not ? Obviously, Singh faces managerial issues (struggles for power, hidden personal goals, ). How a Global Brand approach can help her, with which tools ?

Required work (Tuesday August 15)

As usual, 6/7 ppt presentation for class discussion Assessment : 50/50 :
Brand global understanding and mastering Use of tools

NB : this case can be worked on in teams of 3 max, if you feel more confortable.
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Some helpers Also refer to branding tools and concepts seen in class and on the web.

Culture
Ways of living, built up by a group of human beings, transmitted from one generation to another

Culture
The values, attitudes, beliefs, artefacts and other meaningful symbols represented in the pattern of life adopted by people that help them interpret, evaluate and communicate as members of a society C. Rice (1993) The collective mental programming of the people in an environment. Culture is not characteristic of individuals; it encompasses a number of people who were conditioned by the same education and life experience Hofstede (1991)

Attitudes, Beliefs, Values

Attitudes - learned tendency to respond in a consistent way to a given object or entity Belief - an organized pattern of knowledge that an individual holds to be true about the world Value - enduring belief or feeling that a specific mode of conduct is personally or socially preferable to another mode of conduct

Lifestyles are expressions of sub-cultures

Signs : icons, indexes & Symbols Heroes

Rituals

Expressions of Values cultures

BRANDS ?

A value is a broad Tendency to prefer a certain state of affairs Over others

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The Brand Value Pyramid

Beliefs & Values Addressed to

Meaningfulness

Functional & Emotional Benefits Provided Features, Processes and Attributes To be shown/desmontrated

Easiness to Copy & 10 communicat

Value Structure Maps (VSM)

The name of the game is to link marketing offer attributes and benefits to values Also called the means-end chain model (Gutman)

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Levels of associations
Attributes - concrete - abstract Benefits/Consequences - functional - psychological Values - Instrumental - Terminal

To be done for the category and each brand in the category

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Culture and Consumer Behavior

Consumption values Functional Values. Relate to needs and satisfaction from use and
attributes

Social Values. Relate to perceived utility in association with one or

several social groups and self-building. Includes symbolic values of products and Brands.

Emotional Values. Relate to emotional arousal linked to contact

with or thinking of product/Brand

Epistemic Values.Related to novelty seeking, curiosity arousal,

knowledge seeking, innovation drive, variety

Conditional Values. Related to capacity to provide temporary

functional or social values
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Cultural Universals
Athletics Body adornment Cooking Courtship Decorative arts Education Ethics Property rights Religious rituals
Etiquette Family feasting Food taboos Language Marriage Mealtime Mourning Music Status differentiation

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Cultural diversity framework

Social institutions
Family Educational system Religious org Governmental type business

Physical
Artifacts Clothing tools,

Non-material
Religion Perceptions beliefs

Norms Values Ideas Attitudes Symbols Behavior Myths, Rites & Rituals Cultural universals

Aesthetics
Colors Music .

Dietary Language
Verbal non-verbal

Ethics
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