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Navigable Slide Index

1. Introduction
2. Four strategies
3. Savanna markets
4. Jungle markets
5. Mass of information messages
6. Web penetration / DSL
7. Web searching of purchasing agents per month
8. A new brand building process
9. The new market scenario - video
10. The end of push branding
11. Pull is the new challenge for branding
12. Changing customer types
13. Product/brand - global/local
14. Future attraction of markets
15. Cultural differences: self, ego, opinion
16. Cultural differences: party, news
17. China challenges
18. Cultural differences: "stop" signs
19. Cultural differences: first meeting
20. Meaning of symbols
21. Top values in different cultures
22. Cultural understanding
23. Understanding the value of freedom
24. Language approach
25. Example of language approach: Nivea
26. Meaning of colors
27. Traffic lights - a global sign
28. Power distance (PDI)
29. Masculinity vs. femininity (MAS)
30. Status needs
31. Individualism vs. collectivism (IDV)
32. Convergence/divergence in consumer behaviour
33. Uncertainty avoidance
34. Advertising styles
35. Example of drama and metaphor advert
36. Example of entertainment advert
37. Example of symbolism advert
38. Example of a structured and personal adverts
39. Example of humor advert - video
40. Car-buying motives
41. Thank you

Topics Covered

• Brands and markets
• A new brand building process
• 'Push' and 'pull' branding
• Future attraction of markets
• Cultural differences
• The Asian challenge
• Cultural understanding
• Cultural differences as a challenge
• Power distance
• Status needs |Individualism versus collectivism
• Convergence and divergence in consumer behaviour
• Uncertainty avoidance
• Advertising and communication styles that respect cultural differences
• Buying motives

Links

Series:

• B2B Advertising

Categories:

• Global Business Management
• Marketing & Sales

Talk Citation

Publication History

• Published on November 27, 2008
• Archived on March 17, 2022