1. Brand Morphing: Cross-cultural advertising model Michele Campanaro Dominik Eichler Maria Sycheva

2.  Introduction – Cross-cultural context  What is brand morphing?  Using brand morphing  Implications  Empirical evidence and criticism  Conclusion Index

3. Introduction Anthropology Sociology Social Psychology Psychology

4. Introduction (Firat and Schultz, 1997; Scott, 1994)

5.  EPRG (Perlmutter, 1969) – Implications on communication  “Promotional Culture“ (Wernick, 1991)  Identity and Globalization (Jory, 1999)  For strategic consistency (Duncan and Moriarty, 1998) Introduction

6.  “Consumers process marketing communications for meanings as well as for brand information“ (Kates and Goh, 2003; based on Hirschman and Thompson 1997; Kates and Shaw- Garlock 1999; McCracken 1986; Mick and Buhl 1992; Ritson and Elliott 1999)  Polysemy (Gottdiener, 1995)  “Rhyme and reason“ (Kates and Goh, 2003)  Model for “emotional breakthrough“ (Kover, 1994)  Dominant meanings development (Kates and Goh, 2003) What is brand morphing

7.  Yahoo!  Absolut Vodka Examples

8.  Standardization vs. Adaptation  Both observed  Market dependency Using brand morphing (I)

9. Using Brand Morphing (II)

10. Using Brand Morphing (III) Define message Identify meanings in culture Choose appropriate technique Test and Probe Launch ad campaign

11.  “Brand morphing” means considering the sociocultural framework to effectively persuade and communicate with consumers  The brand morphing concept has implications for : - ADVERTISING THEORY AND PRACTICE ; - SEGMENTATION OF MARKET ; - BRAND POSITIONING ; - BRAND REJUVENATION. Implications of brand morphing (I)

12. Implications of brand morphing (II) BRAND MORPHING ADVERTISING THEORY AND PRACTICE  The challenge is to determine when either the standardization or the adaptation of the advertising campaign is appropriate. SEGMENTATION OF MARKET BRAND POSITIONING BRAND REJUVENATION

13. Implications of brand morphing (III) BRAND MORPHING ADVERTISING THERAPY AND PRACTICE SEGMENTATION OF MARKET  Provides a theoretical base for developing innovative sociocultural segmentation methods BRAND POSITIONING BRAND REJUVENATION

14. Implications of brand morphing (IV) BRAND MORPHING ADVERTISING THEPRY AND PRACTICE SEGMENTATION OF MARKET BRAND POSITIONING  Brand morphing represent a worth approach for brand positioning, creating a constant, simple and clear message to target consumers. BRAND REJUVENATION

15. Implications of brand morphing (V) BRAND MORPHING ADVERTISING THEPRY AND PRACTICE SEGMENTATION OF MARKET BRAND POSITIONING BRAND REJUVENATION  May help to focus the efforts on useful investments, to self-promote the brand, to become a good fit for early adopters

16.  Broader contents of investigation (Grier and Brumbaugh, 2004; Based on Grier and Brumbaugh, 1999)  Most informants agree on local relevance  Global ads incompatible with specific targeting  Client preferences: Standardization (Kates and Goh, 2003) Empirical evidence

17.  Quantiative analyses, e.g. cost-benefit models  Risk assessment e.g. brand recognition and fragmentation  Determination of boundaries  Solutions Criticism

18.  System of dealing with polysemy  Using brand morphing  Implications of brand morphing  Insufficient empirical evidence and solutions Conclusion

19.  Hofstede, G. (2001), Chapter 1: Values and Culture, in: Culture‘s Consequences; Comparing Values, Behaviors, Institutions, and Organizations Across Nations, 2 nd Edition, Sage Publications, pp. 1-40  Perlmutter, H. V. (1969). The tortuous evolution of the multinational corporation. Columbia journal of world business, 4(1), 9-18  Wernick, A. (1991). Promotional culture: Advertising, ideology and symbolic expression. Sage Publications, Inc.  Jory, P. (1999). Thai identity, globalisation and advertising culture. Asian Studies Review, 23(4), 461-487  Kates, S. M., & Goh, C. (2003). Brand Morphing--Implications for Advertising Theory and Practice. Journal of Advertising, 32(1), 59-68  McCracken, G. (1986). Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of consumer research, 71-84.  Hirschman, E. C., & Thompson, C. J. (1997). Why media matter: toward a richer understanding of consumers' relationships with advertising and mass media. Journal of Advertising, 26(1), 43-60 Sources (I)

20.  Kates, S. M., & Shaw-Garlock, G. (2007). THE EVER ENTANGLING WEB.Readings in Advertising, Society, and Consumer Culture, 28(2), 366  Mick, D. G., & Buhl, C. (1992). A meaning-based model of advertising experiences. Journal of consumer research, 317-338  Ritson, M., & Elliott, R. (1999). The social uses of advertising: an ethnographic study of adolescent advertising audiences. Journal of Consumer Research,26(3), 260-277  Gottdiener, M. (1995). Postmodern Semiotics Material Culture and the Forms of Postmodern Life  Firat, A. F., Shultz, C., & Clifford, J. (1997). From segmentation to fragmentation. European Journal of Marketing, 31(3/4), 183-207  Duncan, T., & Moriarty, S. E. (1998). A communication-based marketing model for managing relationships. The Journal of marketing, 1-13  Kover, A. J. (1995). Copywriters' implicit theories of communication: An exploration. journal of Consumer Research, 596-611 Sources (II)

21.  Grier, S. A., & Brumbaugh, A. M. (2004). Consumer distinctiveness and advertising persuasion. Diversity in advertising, 217-237 Sources (III)

22. Thank you very much for your attention!