National
Brand Identity and its Effect on Corporate Brands: The Nation
Brand Effect (NBE)
--
Stefan Paul Jaworski and Don Fosher
Each
nation is different and has its own language, culture, laws
and history. The national culture and identity affects the
companies that operate within the nation and these effects
have been called as the Nation Brand Effect. This article
discusses the impact of the country of origin on the brand
image. The author goes on to examine the two types of effects
i.e., ENBE (External National Brand Effects) and the INBE
(Internal National Brand Effects) which affect a brand.
©
2003 Stefan Paul Jaworski and Don Fosher (http://biib.slu.edu).
This article was printed in the Multinational Business
Review, Vol. 11, No. 2, Fall 2003, published by the
Boeing Institute of International Business, Saint Louis
University's John Cook School of Business, St. Louis. Reprinted
with permission.
The
Making or Faking of Emotionally Significant Brands
--
Dan
Herman
A
brand can be used to communicate certain personality traits,
values and emotions to others. The brand managers can thus
position their brands as tools to achieve certain emotional
benefits, which then become the motivation to buy the brand.
Once a brand gets linked to a desired benefit, then that
benefit gets anticipated by the buyers. This anticipation
then constitutes the brand definition. In this article,
the author tries to give a new definition to the brand in
terms of emotions involved and benefits anticipated. The
article discusses the concepts of emotional branding and
how brands provide psychological benefits.
©
2003 Dan Herman (http://www.danherman.com). Reprinted with
permission.
Should
Your Brand be Global?
--
Donald E Sexton
The
brand managers of global brands face the dilemma of deciding
the brand's positioning. They can retain the global position
across all nations or localize their positioning in each
nation. Some brands may decide to have a standard global
positioning while others vary their offer in different nations.
This article explains five factors, which are effective
in structuring the decision-making in the choice of global
versus local positioning. These factors are nature of industry,
target segment, current positions of brand, magnitude of
the cost and value differences across country markets and
the nature.
©
2004 Donald E Sexton (www-1.gsb.columbia.edu). This article
was earlier published in Journal of Columbia Center on
Global Branding Summer 2004. Reprinted with permission.
Understanding
Brand Personality and Self-Congruity
--
C S V Ratna
Consumers
perceive brands based on various stimuli like product experience,
word-of-mouth, advertising etc., and tend to assign a distinct
personality to a brand based on those various associations
with the brand. These perceptions of personality, researchers
argue, influence the consumer purchase decision. So, it
is imperative for marketers to identify the mechanisms by
which brand personality is formed and the traits that create
that personality and how it is related to human personality.
The influence of the brand personality in the purchase decision
follows a certain mechanism, which is termed self-congruence,
which says that only when there is a match between the personalities
of the brands with that of the customers', the decision
would be favorable to the brand. In other words, self-image
congruity happens when a consumer's self-image matches brand-user
image.
©
2004 IUP. All Rights Reserved.
Interview
Harish
Chauhan is the CEO of Canadian-based brand consultancy XRARE
and Founder of Business by Philosophy. He is both consultant
and speaker for revolutionary marketing, corporate identity
and branding. He shares with us his experience and views.
©
2004 IUP. All Rights Reserved.
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