Chapter 5: Branding Across Cultures

OVERVIEW

Major brands are under pressure. Kashani asserts that "if they are to survive, a new approach to building brands is needed" (Kashani, 1999). And, we would add, this is even more the case when seeking to transfer a brand identify across cultures.

Branding is about creating and maintaining perceived customer value. It is much more than putting a name on a package, displaying a logo or icon, or paying a movie star a large fee to wave your product in the air. Ideally we should think of a product with better value as being better made, coming with better customer service, and achieving higher performance. Through branding, the manufacturer promises to deliver these positive benefits.

Globalization contributes significantly to the commoditization of any product, as new sources of competitive supply emerge, competitors seek out lower labor costs, or exploit alternative technologies. Branding is also intended to combat this trend by seeking to maintain exclusivity, differentiation, or other forms of uniqueness. In addition we should also give credit to many major brands as indeed being the best products available. Many positive brand reputations are often justified, with high-quality products resulting from continuous improvement because manufacturers need to keep their branded products ahead.