1. The Global Brand Face-off. Espoir Cosmetics
Case requirements, and helpers.
NB : this case can be worked on in teams of 3 max, if you feel more confortable.

2. Espoir Global Promotion questions (1)
What major cultural and consumers’ behavior similarities and differences do you see in Espoir’s industr(ies) behavior between US, Russia and France ?
What do you conclude from the above regarding the « American Movie Stars » promotion.
What aspects of Brand personality, culture and Brand Identity « Espoir » could be developed globaly with this promotion ?

3. Espoir Global Promotion questions (2)
Would you say it leverages local brand strength/equity? Why / Why not ?
Obviously, Singh faces managerial issues (struggles for power, hidden personal goals, …). How a Global Brand approach can help her, with which tools ?

4. Required work (Tuesday August 15)
As usual, 6/7 ppt presentation for class discussion
Assessment : 50/50 :
Brand « global » understanding and mastering
Use of tools
NB : this case can be worked on in teams of 3 max, if you feel more confortable.

5. Some helpers
Also refer to « branding » tools and concepts seen in class and on the web.

6. Culture
Ways of living, built up by a group of human beings, transmitted from one generation to another

7. Culture
« The values, attitudes, beliefs, artefacts and other meaningful symbols represented in the pattern of life adopted by people that help them interpret, evaluate and communicate as members of a society »
C. Rice (1993)
« The collective mental programming of the people in an environment. Culture is not characteristic of individuals; it encompasses a number of people who were conditioned by the same education and life experience »
Hofstede (1991)

8. Attitudes, Beliefs, Values
Attitudes - learned tendency to respond in a consistent way to a given object or entity
Belief - an organized pattern of knowledge that an individual holds to be true about the world
Value - enduring belief or feeling that a specific mode of conduct is personally or socially preferable to another mode of conduct

9. Values Lifestyles are expressions of sub-cultures
Signs : icons, indexes
& Symbols
Heroes
Rituals
BRANDS ?
Values
Expressions of
cultures
A value is a broad
Tendency to prefer
a certain state of affairs
Over others

10. The Brand Value Pyramid
Meaningfulness
Beliefs & Values
Addressed to
Functional & Emotional
Benefits Provided
Features, Processes and Attributes
To be shown/desmontrated
Easiness to
Copy &
communicate

11. Value Structure Maps (VSM)
The name of the game is to link marketing offer attributes and benefits to values
Also called the means-end chain model (Gutman)

12. Levels of associations
Attributes concrete abstract
Benefits/Consequences functional
- psychological
Values Instrumental Terminal
To be done for the category and each brand in the category

14. Culture and Consumer Behavior
Consumption values
Functional Values. Relate to needs and satisfaction from use and attributes
Social Values. Relate to perceived utility in association with one or several social groups and self-building. Includes symbolic values of products and Brands.
Emotional Values. Relate to emotional arousal linked to contact with or thinking of product/Brand
Epistemic Values.Related to novelty seeking, curiosity arousal, knowledge seeking, innovation drive, variety
Conditional Values. Related to capacity to provide temporary functional or social values

15. Cultural Universals Athletics Body adornment Cooking Courtship
Decorative arts
Education
Ethics
Property rights
Religious rituals
Etiquette
Family feasting
Food taboos
Language
Marriage
Mealtime
Mourning
Music
Status differentiation

16. Cultural diversity framework
Social institutions
Family
Educational system
Religious org
Governmental type
business
Norms
Values
Ideas
Attitudes
Symbols
Behavior
Myths, Rites & Rituals
Cultural universals
Physical
Artifacts
Clothing
tools,…
Non-material
Religion
Perceptions
beliefs
Aesthetics
Colors
Music ….
Dietary
Language
Verbal
non-verbal
Ethics