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Printable Handouts
Navigable Slide Index
- Introduction
- Four strategies
- Savanna markets
- Jungle markets
- Mass of information messages
- Web penetration / DSL
- Web searching of purchasing agents per month
- A new brand building process
- The new market scenario - video
- The end of push branding
- Pull is the new challenge for branding
- Changing customer types
- Product/brand - global/local
- Future attraction of markets
- Cultural differences: self, ego, opinion
- Cultural differences: party, news
- China challenges
- Cultural differences: "stop" signs
- Cultural differences: first meeting
- Meaning of symbols
- Top values in different cultures
- Cultural understanding
- Understanding the value of freedom
- Language approach
- Example of language approach: Nivea
- Meaning of colors
- Traffic lights - a global sign
- Power distance (PDI)
- Masculinity vs. femininity (MAS)
- Status needs
- Individualism vs. collectivism (IDV)
- Convergence/divergence in consumer behaviour
- Uncertainty avoidance
- Advertising styles
- Example of drama and metaphor advert
- Example of entertainment advert
- Example of symbolism advert
- Example of a structured and personal adverts
- Example of humor advert - video
- Car-buying motives
- 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
Talk Citation
Ambroselli, H. (2008, November 27). Global and local perspectives on B2B branding [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved October 4, 2024, from https://doi.org/10.69645/DDDZ8047.Export Citation (RIS)