The Myth of Global Brands
October 19 2002
Next month Research International will publish the latest of its high profile 'RIO' (Research International Observer) qualitative studies. RIO 2002 will explore issues surrounding global branding and the findings will be based on consumer research conducted across 41 countries.
The central hypothesis of the research is that in an era of growing tribalism and anti-capitalism, the concept of a brand being 'global' is meaningless. The research will seek to provide insights from around the world into how localised brand strategies need to work to forge effective connections between brands and consumers.
Initial analysis by Research International has grouped 'global' brands into three categories:
- 'mythic brands' - brands that are built upon powerful 'mythic' appeal with universal resonance (e.g. Nike Sony, Levi, Nokia)
- 'cultural brands' - brands whose appeal is built upon specific cultural values (Armani, Burberry)
- 'power brands' - brands that are distributed globally but often marketed locally (Ariel, Dove).
The fieldwork currently underway will analyse the relationship between these different types of brands, highlighting which suit different cultures and predicting the new types of brands likely to emerge in the 21st century. In addition to developing this brand segmentation model, the research will:
- highlight how specific cultural values resonate in different parts of the world;
- reveal whether a global 'tribe' of consumers exists and if so, whether localised marketing strategies are counter productive to this group;
- explore the process by which global brands penetrate local cultures;
- challenge Naomi Klein's hypothesis by questioning whether consumers look for consistency between corporate and brand behaviours;
- explore tensions between the benefits of global marketing and the need for brand owners to assert individual identities;
- reveal the relationship between global and local brands and the relative benefits to each;
- identify the cultures which are most/least open to global brands;
- investigate American brand values, their relevance and how they might need to be expressed, in a post 9-11 world.
RIO 2002 will be launched at the UK Marketing Society's annual conference in London on 20th November.
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
