Beruflich Dokumente
Kultur Dokumente
Marketing
Across
Cultures
Chapter 10
Product policy 2: Managing meaning
Slide 10.2
Firestone Tire
Japan (Bridgestone)
Burger king
Rolls-Royce
Germany (Volkswagen)
RCA Electronics
Dr Pepper
Gerber
Switzerland (Novartis)
Baskin-Robbins
Holiday Inn
Slide 10.3
yoghurt =>Balkans,
perfume => France,
a pair of jeans => the United States, etc.
Slide 10.4
Slide 10.5
Table 10.1 Some examples of the combined inuence of brand name and
country of origin on product image
Usunier & Lee, Marketing Across Cultures, 4E
Slide 10.6
Size / servings
Cue, Pajero,
locally irrelevant
Slide 10.7
McDonalds in Isral:
An example of key nothing
Slide 10.8
Ingrained habits
Customs / traditions
Language
Slide 10.9
Alphabet
Linguistics devices
Sounds
Visual elements
A federation of lexically
equivalent local
marketing assets
Local consumer
responses and images
invested in similar brands
Slide 10.10
Slide 10.11
Spelling (letters+numbers)
writing systems
Denotative meaning
Connotative meaning
Choco-BN
Kinder (semantics)
Rhetorical value
Slide 10.12
Phonetic devices
II.
Orthographic devices
Unusual or incorrect
spellings
Decap'Four
Abbreviations
7-Up
Kool-Aid,
for Seven-Up
Acronyms
Amoco,
Slide 10.13
Morphological devices
Affixation:
Metaphor:
Jell-O, Tipp-Ex
Compounding:
IV.
Janitor-in-a-Drum, Vache-qui-rit
Personification: Humanizing
nonhuman or ascribing human
emotions to the inanimate
Crme de peinture
Clio, Kinder
Nutella
Pearson Education Limited, 2005
Slide 10.14
Slide 10.15
Slide 10.16
Slide 10.17
Share of Mind
1
4
12
5
8
7
6
2
20
3
23
9
Esteem
6
1
2
9
5
14
23
85
4
92
3
22
Pearson Education Limited, 2005
Slide 10.18
Share of Mind
17
16
13
10
11
14
27
15
32
21
33
19
35
Esteem
10
8
16
24
26
30
11
44
12
51
15
64
17
Pearson Education Limited, 2005