Choshun: Regional differentiated brand management

Choshun: Regional differentiated brand management


Different countries and regions have different social structure, consumption level, historical tradition, religious belief, customs, values, cultural characteristics, etc., brand management must follow the weight and adapt to these differences, adopt different management mode, this is the regional differentiation brand management.
Nestle is the world's best-selling food brand, very inclined to the brand of regional differentiation management: To expand the brand, fully adapt to the local environment. A brand expert says Nestlé is the best company in the world for regional differentiation in brand management of food companies. In Thailand, for example, the brand propaganda gave up the traditional strategy of directly introducing the product, and in the new advertisement of the focus, there appeared an exhausted man kicking the door, and the idea of Nestle Coffee as "the best way for the working people to relax themselves from the traffic, the office, the emotional pressure, to find a leisure". The company has also changed the way coffee is marketed, increasing the impression and awareness of the company through a number of public events, resulting in a surge in sales of coffee.
in the area of differentiated brand management, Marlboro is also exemplary. It is flexible and adaptable to meet different needs according to the different needs of consumers in each target country. For Marlboro, the only constant is change. In the 1970s, Marlboro began to expand its brand in Hong Kong. Its denim image is not popular with Hong Kong residents, because in Hong Kong, Cowboys are a tough place to be. Later, Marlboro West Cowboy into a young, free and easy, successful ranch owner, highlighting the "U.S. sales first", and "Marlboro give you a colorful, all-encompassing dynamic life" for advertising slogans, and finally won the goodwill of Hong Kong residents. In Japan, the content of the brand propaganda is, a Japanese herdsmen in the absence of modern technology under the conditions of the conquest of nature, the scene of pastoral scenery and consumers resonate, the effect is good. In mainland China, Marlboro ads show The Hills, Woods, Seaside, and accompanied by a beautiful music on the horse to gallop the free and unrestrained scene, for consumers to show a daydream leisurely "Marlboro World."
in general, the implementation of regional differentiation brand management should pay attention to trademark design, advertising, products and other major issues.
1. Trademark Design
trademark is the embodiment of the brand in law, in addition to be easy to identify, easy to remember, new and unique and other general principles, but also according to the different characteristics of the target region, the implementation of differentiated design.
differentiated design must first respect the target region's cultural traditions, religious beliefs and customs, and fully understand the different countries and nationalities of color, numbers, animals, plants, language and other aspects of the preferences and taboos. For example, the French bogey with the black peach pattern, the Japanese bogey with Lotus, in the Middle East Willow said sadness and death, and so on. Second, to conform to the laws and regulations of the target country.
2. Advertising
when the market of each target region is different, we should make different advertisement target, advertisement theme, adopt different advertisement originality and expression form, adopt the regional differentiated advertising strategy according to their characteristics. Regional differentiated advertising is the mainstream idea of current brand propaganda. Nestle Coffee, for example, employs 150 advertising agents around the world to make coffee announcements on a variety of topics in more than 40 countries. The use of regional differentiated advertising strategies to adapt to the target country's social system, economic environment, religious beliefs, laws and regulations, as well as culture, education, language and other characteristics.
3. Product
the regional differentiation brand management embodies in the product is the product area difference management. Different target markets have different characteristics, and different consumer groups have different requirements for products. For example, consumers in the Nordic countries like large refrigerators, freezer rooms in the bottom of the refrigerator, consumers in southern Europe like small-volume refrigerators, freezer rooms on the top of the refrigerator.
Product Regional differentiation management requires the introduction of corresponding products for different target markets. On the face of it, this increases the cost of development, production and sales. In fact, these tailor-made products for a specific market will bring great profits and a good corporate image, so as to compensate or even greatly exceed the cost of the increase due to differentiation. However, sometimes the differentiation of products is only reflected in the appearance. As a senior executive at General Motors in the United States said: "Actually, open the lid, it's all the same." "There are over 500 models of electronic products supplied to the world by Philips, and their semi-finished and spare parts are used to the same standard.

Choshun: Regional differentiated brand management