MKT360

Branding

Week 9
10.11.2017
Kapferer Brand Identity Prism
1. Brand Physique
2. Brand Personality
3. Brand Culture
4. Relationship
5. Reflection
6. Self Image

https://www.youtube.com/watch?time_continue=20&v=k_HdndRWNK8
Cross-cultural Branding
Understand how culture provides the true meaning of objects and activities.
Gives meanings
to objects

Gives meanings
to activities

Facilitates
communication
McDonald’s adapting to consumer taste
How did they enter China
successfully?

Tea drinking culture!

Market entry strategy
Starbucks Experience
Premium price