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    Lesson 8International Marketing

    1st of December

    Campus Dansaert 1Lecturer: Els Raemdonck

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    International positioning of the brand

    Campus Dansaert Lecturer: Els Raemdonck 2

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    Name asdriver forthe brand

    Area ofoperation

    where it fitsin the

    consumers

    life

    TangibleFeatures in

    The offer

    AdvantagesTo the

    consumer

    Real orImaginary

    Universe thatThe brand

    inhabits

    ExpertiseStature Attributes Benefits Territory Role

    Qualified Closeness

    Campus Dansaert 3Lecturer: Els Raemdonck

    Excercise

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    Stature name

    International naming different options:

    Same name

    New name that sounds like the original name and has a

    signifance

    Gucci Guziclassical appearance - Nivea Niweiya - girl

    keeps elegance

    Use of the local name

    Campus Dansaert Lecturer: Els Raemdonck 4

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    Name

    During its 1994 launch campaign, the telecom company Orange had to

    change its ads in Northern Ireland. "The future's bright the future's

    Orange." That campaign is an advertising legend. However, in theNorth

    the term Orange suggests the Orange Order. The implied messagethat

    the future is bright, the future is Protestant, loyalist... didn't sit wellwith

    the Catholic Irish population.

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    Name and international use

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    Name used internationally

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    Attributes

    Country of origin

    Product characteristics

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    More origin

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    Attributes

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    Attributes - Origin

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    Attributes origin international use

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    Attributes product characteristics

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    Attributes and conventions

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    Towards 1 brand - Product eleminationprocess

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    Expertise

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    Expertise and international use?

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    Benefits

    What?

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    Maslow's hierarchy of needs

    Self-actualization

    Esteem

    Social

    Safety

    Physiological

    Campus Dansaert 20Lecturer: Els Raemdonck

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    Benefits - Example Stella

    Positioned as premium beer in UK

    See campaign

    Why did they never use this campaign in Belgium?

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    UK

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    http://www.youtube.com/watch?v=esgT1dpGOZohttp://www.youtube.com/watch?v=esgT1dpGOZohttp://www.youtube.com/watch?v=esgT1dpGOZo
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    Culture and different benefits

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    http://www.youtube.com/watch?v=eznjM4sxtFo

    (the longer lasting pleasure)

    http://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(

    made like no other - Asia)

    http://www.youtube.com/watch?v=eznjM4sxtFohttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=GEpenoD9-Ts&p=999FFD2F4B1338B7&playnext=1&index=2(madehttp://www.youtube.com/watch?v=eznjM4sxtFo
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    Campus Dansaert Lecturer: Els Raemdonck 26

    http://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htm (Hong

    Kong Website) - reference to France

    http://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htmhttp://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htmhttp://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htmhttp://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htmhttp://www.haagen-dazs.com.hk/html/eng/ourcollection/2ourProducts.htm
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    Different benefits

    Calve Netherlands - energy

    Nutella : energy

    http://www.youtube.com/watch?v=iBPM2xdu7gU (Calve)

    http://www.youtube.com/watch?v=_z8NMVk2U1U (good start of theday with Nutella)

    Campus Dansaert Lecturer: Els Raemdonck 27

    http://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1Uhttp://www.youtube.com/watch?v=_z8NMVk2U1U
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    Different benefits

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    Different benefits

    Mac Donalds U.S. vs China at launch

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    Benefits and international use?

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    Territory

    Our brand

    belongs to ...Universe that the brand inhabits

    - Imaginary experience context for the brand

    -Authentic or created

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    Territory

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    Territory

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    Territory

    Bertolli (Italy vs Netherlands)

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    Role

    Brands with a societal mission

    Western world vs Asia

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    Japanese women are not beautiful

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    I am not going to be restricted anymore by what

    someone else has defined as beauty

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    Grey hair or gorgeous?

    Beautiful or ugly ?

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    Slogan - Japanese women are beautiful

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    Conclusion and exercise

    What positionings travel best?

    Honda Choir

    Exercise launch in Netherlands

    Proximus ?

    Jupiler ?

    l d k