National Branding Finding the Right Balance Between Meaningful Customer and Country Values Adjunct Professor of Marketing CEU Business School Paul Garrison Chairman of The Garrison Group

2 The Garrison Group is a marketing resource dedicated to achieving exponential growth for its clients Who We Are

3 The Brand Impact The three fundamental domains that brands can draw from… Benefits Motive Beliefs FeaturesRecognition Area Needs Values Roles

4 Benefits Motive Beliefs FeaturesRecognition Area Examples… Christmas Quattro The Icon Individuality Safe

5 Company Reputation Motivational Architecture Customer Motivational Architecture Employee Motivational Architecture Brand Halo Brand Values Integrating Company and Employee Values With the Brand’s Values Community Focused Customer FocusedEmployee Focused Cost of Entry Benefits Differentiating Benefits Differentiating Benefits Differentiating Benefits Crucial Experience Crucial Experience Crucial Experience Company Values Employee Values

Values are a Slippery Slope How Do You Communicate Pride in Your Country, Patriotism, or Nationalism? Should You?

7 Is This Nationalism or Just Pride in Being an American?

How Do Different Interpretations of Hungarianism Spread Through the Population? Alternatives (E) Chardonnay Girls (E) Revitalizers (P) Nesters (E) Grasper (E) Hedonists (E) Breakout s (E) Authentics (E) Peacocks (E) Guiders (P) Fulfillers (P) Balancers (P) Sophisticateds (S) Begin-Againers (S) Providers (S) Comfort Providers (P) Sharers (P) Inclusive. I find it important to appreciate the Hungarian values, culture and knowledge as it evolves in the future as a valued part of a modern and progressive European community Actualizers (P) Exclusive. Hungary should be a powerful nation, with all of us standing tall together to build a stronger country based on a deep sense of tradition, history and religion Continuity. A respect for Hungarian traditions and culture within the overall values of maintaining stability and a sense of belonging. ‘Keeping my own ideals close to me while still respecting others’. Laggards (S) Materialistic Wannabes (P) Old Guards (S)

Inclusive. I find it important to appreciate the Hungarian values, culture and knowledge as it evolves in the future as a valued part of a modern and progressive European community Exclusive. Hungary should be a powerful nation, with all of us standing tall together to build a stronger country based on a deep sense of tradition, history and religion. Continuity. A respect for Hungarian traditions and culture within the overall values of maintaining stability and a sense of belonging. ‘Keeping my own ideals close to me while still respecting others’. 17% ( ) 32.4% ( ) 30.5% ( ) 20.4% ( ) 36.9% ( ) 35.5% ( ) Core Proposition Measuring The Consumer Impact Of The Different Propositions 3.4% ( ) 5% ( ) Influenced Customers (% and number of the X Segments) Total Customer Impact (% and number of the X Segments) Lead Customer Target (% and number within the X Segments) 4.5% ( ) Alternatives Actualizers Providers

10 What Is Soproni Communicating?

Alternatives (E) Chardonnay Girls (E) Revitalizers (P) Nesters (E) Grasper (E) Hedonists (E) Breakout s (E) Authentics (E) Peacocks (E) Guiders (P) Fulfillers (P) Balancers (P) Sophisticateds (S) Begin-Againers (S) Providers (S) Comfort Providers (P) Sharers (P) Inclusive. I find it important to appreciate the Hungarian values, culture and knowledge as it evolves in the future as a valued part of a modern and progressive European community Actualizers (P) Exclusive. Hungary should be a powerful nation, with all of us standing tall together to build a stronger country based on a deep sense of tradition, history and religion Continuity. A respect for Hungarian traditions and culture within the overall values of maintaining stability and a sense of belonging. ‘Keeping my own ideals close to me while still respecting others’. Laggards (S) Materialistic Wannabes (P) Old Guards (S) Soproni Ad

12 Then They Dialed Up the Nationalism

Alternatives (E) Chardonnay Girls (E) Revitalizers (P) Nesters (E) Grasper (E) Hedonists (E) Breakout s (E) Authentics (E) Peacocks (E) Guiders (P) Fulfillers (P) Balancers (P) Sophisticateds (S) Begin-Againers (S) Providers (S) Comfort Providers (P) Sharers (P) Inclusive. I find it important to appreciate the Hungarian values, culture and knowledge as it evolves in the future as a valued part of a modern and progressive European community Actualizers (P) Exclusive. Hungary should be a powerful nation, with all of us standing tall together to build a stronger country based on a deep sense of tradition, history and religion Continuity. A respect for Hungarian traditions and culture within the overall values of maintaining stability and a sense of belonging. ‘Keeping my own ideals close to me while still respecting others’. Laggards (S) Materialistic Wannabes (P) Old Guards (S) New Soproni Ad

14 The Canadian Original Didn’t Take Itself So Seriously

Revitalizing a Hungarian Icon

Béres Brand Architecture Crucial Experience Modern Hungarian Idealism Close to the heart Doing what’s right The little guy who can Cost of Entry (Required Features and Benefits) Nature Differentiation (Motivational Benefits) Belief Ritual and continuity Balance and harmony Dr. Béres legend Protects and Cures Scientific Validation Immunity story Dr. Béres legend CredibilityScience The Science of Nature

Measuring the Customer Impact of Different Propositions Core Proposition Lead Consumer Target (% of the Life Stage Population) # Influenced Consumers (% of the Life Stage Population) Total Consumer Impact (% of the Hungarian Population) 8%8% 4%4% 12% Cures and Protects Beres Legend Current Providers Natural Hungarian OR Balancers 8%8% 9%9% 17% Healthy Life Modern and Progressive Modern Lifestyle Good Choice Alternatives 8%8% 6% 39% Modern Hungarian Idealism Best Choice Science of Nature Beres Legend (Belief/Validation) Actualizers 13% 12%

18 Beres’ Inclusive Hungarian Values Show It, Don’t Say It

Alternatives (E) Chardonnay Girls (E) Revitalizers (P) Nesters (E) Grasper (E) Hedonists (E) Breakout s (E) Authentics (E) Peacocks (E) Guiders (P) Fulfillers (P) Balancers (P) Sophisticateds (S) Begin-Againers (S) Providers (S) Comfort Providers (P) Sharers (P) Inclusive. I find it important to appreciate the Hungarian values, culture and knowledge as it evolves in the future as a valued part of a modern and progressive European community Actualizers (P) Exclusive. Hungary should be a powerful nation, with all of us standing tall together to build a stronger country based on a deep sense of tradition, history and religion Continuity. A respect for Hungarian traditions and culture within the overall values of maintaining stability and a sense of belonging. ‘Keeping my own ideals close to me while still respecting others’. Laggards (S) Materialistic Wannabes (P) Old Guards (S) Beres Ad

20 The Optimal Mix of Global and Local  Product Imagery Feelings and attitudes directly related to the core brand experience - functional features and benefits. (i.e. Disney is clean and wholesome entertainment)  Usage Imagery The feelings and emotions associated with actually buying and using the brand (i.e. the sense of community – passive or active - while being in Starbucks) Global  User Imagery The connection with the type of people that use the brand (i.e. are they like me, or what I aspire to be?)  Associative Imagery The links between your brand and the image of the other brands, activities and events you align yourself with (i.e. Coca-Cola and Lake Balaton) Local

21 Coke Light’s Version of a Modern and Successful Life Is Aspirational for Americans

Emotional Benefits Primary emotional connection - Makes me feel good about myself - Anticipation - Shared - Community Functional Benefits Differentiated vs. competition - Authentic – the ‘Hungarian Sea’ - Shallow at one end for families and deep for adults and sailing on the other - Sense of tradition Cost of Entry Features and Benefits Meets ‘cost of entry’ requirements - Summer time fit - Close to water - Lots of stuff to do Emotional Benefits Primary emotional connection - Makes me feel good about myself - Optimism - Social - Inclusive Functional Benefits Differentiated vs. competition - Authentic – the ‘real one’ - Contour shape - Refreshing Cost of Features and Benefits Meets ‘cost of entry’ requirements - Cola taste - Always available - Cold Associative Imagery - Brand and Property Architecture Alignment Coca-ColaLake Balaton

Something Special  Coca-Cola and the Balaton share multi-dimensional appeal to similar consumer groups  Both represent feelings of inclusiveness and optimism  Both help me ‘feel good about myself’  Coca-Cola and the Balaton are both part of the unique experience of a perfect Hungarian summer

Coca-Cola & Balaton - A Shared Brand and Hungarian Consumer Experience

25 A Hungarian Olympic Moment

26 Friendship – Hungarian Style

27 Partying – Hungarian Style

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