International Consumer Brand Research Papers

A common assignment on International Consumer Brand is as follows:

Select an international consumer brand that is available internationally Canada and Brazil.

1. Compare, contrast, and critique the brand-building initiatives in each market.
2. Are there any changes that you recommend?
3. What is standard?
4. What is customized?
5. Consider brand elements, marketing strategies, advertising, and secondary associations in your analysis.

Requirements for International Consumer Brand Research Paper:

1. The report must be no more than 8 double spaced pages (excluding appendices)
2. typed with 1 inch margins and 12 point type.
3. Papers are expected to be grammatically correct with no spelling or typographical errors.
4. Errors, sloppy presentation style, and poor writing will result in grade reduction.
5. relevant materials: (eg. packaging, pricing information, pictures of distribution presentation, advertisement etc.) needed to compare/contrast most effectively.
6. Some info to help format the paper (compare and contrast each subject for the brand in both countries (for instance the Coca-Cola brand in Brazil and Canada)

There are three ways to build a brand:

BRAND ELEMENTS

Brand elements (brand identities) are trademarkable devices that serve to identify and differentiate the brand.

1. Brand name
2. Logos
3. Symbols/characters
4. Jingles/slogans
5. “Other attributes”

Brand Values

Associations that characterize the 5 to 10 most important associations or dimensions
of a brand.

1. Taste
2. Premiumness
3. Tradition
4. Winning spirit
5. Friendship
   

brand knowledge

1. Brand Awareness…Related to the strength of the brand node or trace in memory, as reflected by consumers’ ability to identify the brand under different conditions
2. Brand Recognition…Reflecting the ability of consumers to confirm prior exposure to the brand Brand Recall…Reflecting the ability of consumers to retrieve the brand when given the product category; the needs fulfilled by the category, or some other type of probe as a cue
3. Brand Image…Consumers’ perceptions of a brand as reflected by the brand associations held in consumers’ memory
   

Selecting a brand element for International Consumer Brand Research Paper:

1. Memorable
2. Easily recalled & easily recognized
3. Research suggests that unusual images/characters or words are easier to recognize and more familiar images/characters and words are easier to recall.
4. Meaningful
5. Descriptive
6. Persuasive
7. Fun & interesting
8. Protectable
9. Legally
10. Adaptable
11. Flexible
12. Updateable
13. Transferable
14. Across product categories
15. Across geographies/cultures
    

SECONDARY ASSOCIATIONS

Those associations related to other entities to which a brand is linked. May lead consumer to assume/infer beliefs they have for external source also holds for the brand.

2ndary Associations can be created by linking the brand to…

1. Companies (i.e., through branding strategies)
2. Countries or other geographical areas (i.e., through identification of product origin)
3. Channels of distribution (i.e., through channels strategy)
4. Other brands (i.e., through co-branding)
5. Characters (i.e., through licensing)
6. Spokespeople (i.e., through endorsements)
7. Events (i.e., through sponsorship)
8. Other third-party sources (i.e., through awards or reviews)

Country-of-origin Associations
Many countries have become known for expertise in certain product categories or for conveying a particular type of image.

Those associations related to other entities to which a brand is linked. May lead consumer to assume/infer beliefs they have for external source also holds for the brand.

Brands can benefit from a country-of-origin associations. (eg. Brazil & soccer ball, Canada & hockey pads)
There are both positive and negative 2ndary associations. Brands may be harmed from country-of-origin associations.
More than one country can share the same “country-of-origin” expertise What a country expects its natural “county-of-origin” advantage may not be believed by other countries.

How can you link a county-of-origin association to your brand?
Directly embedded in the brand name
Irish Spring Soap
Gucci
Linked to the brand name
Baily’s Irish Cream
Dominance in advertising
Fosters Beer
Presence on packaging

A few thoughts from the class on category management….

Consumers may have drastically different ways to view a brand in a product category. Marketers must take these into consideration when designing marketing programs. This can be exaggerated when branding internationally.
The global aspect complicates “consistent global positioning”-one of the criteria for building a global brand. Eg. In Canada Tropicana competes with oranges- but not in Brazil. It maybe competes more with an orange drink!
It is necessary to be included in a categorization to be included in a purchase. Eg. When entertaining, Heineken may compete more with wine than with other beer.
Placement in a category affects how consumers see the brand. (Eg. There is an association that forms based on which section the drink is in – Murberry drink looks like pop.)

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Custom International Consumer Brand Research Papers from Paper Masters

A research paper is an in-depth examination of International Consumer Brand. More than just an overview of what was learned on International Consumer Brand, like a term paper is, a research paper contains analysis of International Consumer Brand along the lines of organizational theory and relevant published material. Research papers are highly analytical and can often be more than 8 to 10 pages. The key to a good research project is the examination of recently published journal articles and peer-reviewed material on the International Consumer Brand chosen. Like the name implies, research papers are exactly that, a paper that examines the information that can be found on International Consumer Brand.