1. (1)
Brand Building
Workshop
Mexico City
2012

2. (2)
"Building successful global brands
that connect to local cultures"

3. (3)
The fundamentals of “Planning”

4. (4)
What isWhat is ““cultureculture””??
“The values, attitudes, rituals, beliefs, artifacts and
other meaningful symbols represented in the
pattern of life adopted by people that help them
interpret, evaluate and communicate as members
of society.”
Our ideas, our values, our acts and our emotions
are cultural products – historically created systems
of meanings.
Specific Cultures
•National culture
• Corporate culture
• Music culture
• Age culture

5. (5)
What is aWhat is a ““brandbrand””??
“A product is made in a factory.
A brand is something bought by people/consumers.”
“A brand is a collection of perceptions and
associations that exist in the minds of consumers.”
Marketing
How do we fit into
people’s lives?
Culture
How do people live ?
Brands
How do de we make
People’s lives better?

6. (6)
What’s the common
denominator across the 50
brands showing the fastest
growth both in depth of
customer relationships and
financial value between
2000 and 2010?
All of them, regardless of size
or category, have been built
on an ideal of improving lives
in some way.

7. (7)
Word Values and Cultural Dementions

8. (8)
Primary References
Hofstede’s 5 Dimensions
of Culture
•Power Distance (PDI)
•Individualism/Collectivism
(IDV)
•Masculinity/Femininity
(MAS)
•Uncertainty Avoidance
(UAI)
•Long-Term Orientation
(LTO)
Highly Recommended !

9. (9)
The Power Distance Dimension (PDI),
““The extent to which less powerful members of societyThe extent to which less powerful members of society
accept that power is distributed unequally.accept that power is distributed unequally.””
High PDIs: Malaysia, France, Mexico
Medium PDIs: USA, UK, Canada
Low PDIs: Denmark, Hungary, Austria
High
Low
Hierarchy, Status.

10. (10)
Individualism/Collectivism (IDV)
““ People looking after themselves and their familyPeople looking after themselves and their family
only, versus people belonging to inonly, versus people belonging to in--groups ingroups in
exchange for loyalty.exchange for loyalty.””
Individualistic:
N. Europe, USA, Canada
Australia
Small trusted
groups.
Large extended
groups of family
and friends.
Collectivist:
S. Europe, Latin America
Asia
High division between
private life and work.
Importance of private
places (gardens).
Universal values.
Low division between
private life and work.
Importance of public
places (parks).
Particular values.

11. (11)
Masculinity versus Femininity (MAS)
““The dominant values in a masculine society areThe dominant values in a masculine society are
achievement and success; the dominant values in aachievement and success; the dominant values in a
feminine society are caring for others and the quality offeminine society are caring for others and the quality of
life.life.””
Low PDI
FEM.
Low PDI
MAS.
High PDI
FEM.
High PDI
MAS.
Power and
Success
Success
Power
SWE
NOR
DEN
FIN
NET
CAN
AUL
USA
GBR/GER
SWIAUT
CHL
ISR
POR
THA
KOR
SPA
FRA
Use of Status
Appeal in
Advertising
Never
Frequent
SIN
MAL
GUA
BEL
GRE
HOK
PAN
ITA MEX
VEN
JPN

12. (12)
Uncertainty Avoidance (UAI)
““The extent to which people feel threatened byThe extent to which people feel threatened by
uncertainty and ambiguity and try to avoid theseuncertainty and ambiguity and try to avoid these
situations.situations.””
Low UAI
FEM.
High UAI
FEM.
Low UAI
MAS.
High UAI
MAS.
SWE
NOR
DEN
SIN
NET
CAN
AUL
USA
GER
SWI
AUT
IND
Buying
Motives for
Cars
JAM
POR
THA
KOR
SPA
FRA
MAL
GUA
PAK
Safety
Value
Safety
Value
Status:
Big
Powerful
Status:
Big
Powerful
Fast
BIG
Technology
Design
Fast
BIG
Technology
Design
Design
Style
Fashion
Design
Style
Fashion
BEL
GRE
HOK
ITA
MEX
VEN
JPN
GBR
NZL
PDI +PDI +

13. (13)
Long-Term Orientation
““The extent to which a society exhibits a pragmatic,The extent to which a society exhibits a pragmatic,
future orientated perspective rather than afuture orientated perspective rather than a
conventional historic or short term point of view.conventional historic or short term point of view.””
Short-term Long-term
Anglo Saxon
• Ambition
• Opportunity
• Respect for National Traditions
• What is “right/wrong”
Asian (Confucian)
• Patience , persistence
• Respect for heritage and
family traditions
• What “works”
Brazil
Netherlands
Belgium
Italy
Latin America
Mexico

14. (14)
6 Strategies for International Branding
•Cultivate Established Local Brands – Corona Beer
•Global Platform, Local Adaptations – Coca-Cola,
McDonalds
•Create New Brands for Global Needs – Nintendo
Gameboy, X-box
•Acquire Local Brands and Internationalize -
Unilever. Nestlé, Danone
•Develop Line Extensions – Coca-Cola Light, Pepsi
Max
•Employ a Multi-Local Strategy – company name as
guarantee of quality - Nestlé

15. (15)
AXE Deodorant
Universal masculine youth values
and life style (sex)
Local cultural values – music
/concerts, respecting local tastes
and limits of moral standards.

16. (16)
Corona Beer
Universal values –
friendship, acceptance,
status
Local cultural values –
 Mexico – national pride
 Spain – belonging, stability
 Germany – self esteem

17. (17)
Nike + iPod - Run Americas
Universal values – fitness,
the joy of running, unique
experiences
Local cultural values
 City identity, pride
 Local community of runners

18. (18)
Dove – Campaign for Real Beauty
Universal values – beauty is
natural not synthetic
Local cultural values –
• N. Europe – individualism, the
right to be yourself
• S. Europe and Latin cultures –
self esteem and pride

19. (19)
Starbucks Coffee
Universal values – a third
space between work and
home, fair prices to coffee
growers.
Local cultural values
• N. Europe – a quiet place the
think, read, work and listen to
good music.
• S. Europe and Latin culture –
social and work, status, self
esteem social recognition.

20. (20)
Summary
People don’t care if the brand is global but they
increasingly prefer local brands or what they
perceive as local brands.
To be effective brands :
 Must get attention and be immediately recognized,
 Must be relevant and meaningful – reflect the role of the
brand in peoples lives,
 Must be linked with peoples values
These elements are influenced by the brand culture and
the culture of the audience it is trying to reach.

21. (21)
The Future. . . .Next Workshop.
Building Brands in a Digital World.
Thank You !!