International Consumer Brand Research Papers
A common assignment on International Consumer Brand may be to select an international consumer brand that is available all over the world. Paper Masters suggests setting up your overview of a brand in the way that you see below.
- Compare, contrast, and critique the brand-building initiatives in each market.
- Are there any changes that you recommend?
- What is standard?
- What is customized?
- Consider brand elements, marketing strategies, advertising, and secondary associations in your analysis.
Requirements for International Consumer Brand Research Paper:
- The report must be no more than 8 double spaced pages (excluding appendices)
- Papers are expected to be grammatically correct with no spelling or typographical errors.
- Errors, sloppy presentation style, and poor writing will result in grade reduction.
- Relevant materials: (eg. packaging, pricing information, pictures of distribution presentation, advertisement etc.) needed to compare/contrast most effectively.
- 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 identities) are trademarkable devices that serve to identify and differentiate the brand.
- Brand name
- “Other attributes”
Associations that characterize the 5 to 10 most important associations or dimensions
of a brand.
- Winning spirit
- 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
- 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
- Brand Image…Consumers’ perceptions of a brand as reflected by the brand associations held in consumers’ memory
How to select a brand element for an
International Consumer Brand Research Paper:
- Easily recalled & easily recognized
- Research suggests that unusual images/characters or words are easier to recognize and more familiar images/characters and words are easier to recall.
- Fun & interesting
- Across product categories
- Across geographies/cultures
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…
- Companies (i.e., through branding strategies)
- Countries or other geographical areas (i.e., through identification of product origin)
- Channels of distribution (i.e., through channels strategy)
- Other brands (i.e., through co-branding)
- Characters (i.e., through licensing)
- Spokespeople (i.e., through endorsements)
- Events (i.e., through sponsorship)
- Other third-party sources (i.e., through awards or reviews)
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? Good examples of brands to choose from are listed here:
- Directly embedded in the brand name
- Irish Spring Soap
- 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.)