Going global
Name one important difference to consider when launching your brand in a different market
1. Understand consumer needs, wants
2. Consumer responses to marketing mix
3. Understand competitive & legal environment
4. Marketing institutions
5. Administrative procedures
True or False.
Research is about synthesizing data.
False
What is a big idea?
Central, unifying concept that is a springboard for creative development
True or false.
It is not necessary for big ideas to work across all media formats as long as it connects on an emotional level.
False
As discussed in class slides, the image of the Marlboro Man is the closest to which brand personality dimension?
Ruggedness
Name one Hofstede's cultural dimension
Collectivistic vs individualistic
Power distance
Uncertainty avoidance
Feminine vs masculine
Long-term orientation
Restraint vs indulgence
What is the objective behind conducting research?
To draw insights and clarify strategy
Brand loyalty
Rise in digital media has led to...
Studies show that a ______ brand in America can be passionate in Spain and peaceful in Japan.
Rugged
Which Hofstede's cultural dimension shows relatively similar index across various cultures?
Masculinity
Quantitative surveys/questionnaires is an example of _______ research.
Primary
Design thinking is a process for creative problem solving. This process puts _______ at the center of solution.
Consumers. External stakeholders are important here since they'll be the ones receiving this design change.
Data collected from digital media channels allows marketers to identify which touchpoint is generating the highest _____
ROI (return on investment)
Name one way to improve brand image
Identifying a new target market
Repositioning the brand
Changing brand elements
Why do brand meanings fail to translate across different cultures?
Consumers project their cultural norms and ideals on the brand
Name one branding goal that city of Melbourne had in mind when they were branding their global city.
Position the city for the future
A look at top-level identification (evaluating logos or designs) occurs before / during brand identity design.
Before
How can you expand brand awareness?
By identifying new or additional usage opportunities
What distribution implications can be drawn from in-class focus group interviews that we conducted on hard seltzers?
To begin their rebranding efforts, Melbourne conducted secondary research of other city's branding logos and designs. What is this type of secondary research called? (Hint: one of our assignments was this secondary research)
Brand awareness is difficult to measure, but not impossible. What is one way in which brand awareness can be measured?
By conducting a pre/post campaign market research
Choose one answer.
When brands have a successful big idea, brands make their way into conversations by becoming a direct / indirect competitor.
Indirect
To successfully manage a brand overseas, brands should implement a global ______ _________ measurement system.
Brand equity