dubai 1st nov branding j wilson
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Pinocchio & the black box of Culture, Hybridization, Surrogacy & Branding
Jonathan Wilson Senior Lecturer & Course Leader Adver3sing, Branding & Marke3ng Communica3ons Management
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• Details of free downloads for a month
• An insight into some of my research
• Evidence to suggest that some exis3ng frameworks fall short
• New terms and a toolkit
• Another pair of eyes and someone to float ideas with
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A taxonomy, undertaken by Heding, Knudtzen and Bjerre (2009), representa3ve of a systema3c analysis of 300+ brand management research ar3cles, spanning the period of 1985-‐2006; suggests that various approaches can be categorised within seven groups:
• Economic • Iden+ty • Consumer-‐based • Personality • Rela+onal • Community • Cultural
“These seven ‘schools of thought’ represent fundamentally different percep3ons of the brand, the nature of the brand-‐consumer exchange, and how brand equity is created and managed”
(Heding, Knudtzen and Bjerre, 2009, p.3)
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Surrogacy
Branding
Culture
Global (one size fits all), or Local (bespoke)?
GLocalculturalisa+on ?...
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1.8 billion Muslims globally 52.5% are under 24 years old Muslim youth account for 11% of the world’s popula3on
The Middle East has seen a 78% growth in brand value, based on high demand for Islamic banking products and services.
[2010 The BrandFinance® Global 500]
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Actually if we look at the UAE, the Muslim world and beyond, for example…
It could be argued that the majority of prac3ces in this field demonstrate:
Islamicised Branding -‐ as opposed to
Islamic Branding & Marke+ng
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• More than ‘meat and money’ • Not something just about and for Muslims
• More than religion
And it’s
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Explicitly Islamic
Implicitly Islamic
Exclusively for Muslims
Predominantly for Muslims
Targe+ng Muslims Brand Extension Ingredient Brand
Consumed by Muslims And Halal!
Country of origin Heritage Symbolism
Situa+on specific Experien+al Adapta+ons
Universal Metaphor
Linguis+c Heritage
Islamifica3o
n
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Trends • DeterritorializaBon, DenaBonalizaBon, & ReterritorializaBon
• Brand surrogacy phenomenon: brands have become conduits for cultural homogeniza3on and hybridiza3on
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• brand stakeholder analysis and customer dynamics are in need of refinement and a classifica3on which is more reflec3ve of intangible and figura3ve aspects
• These are subject to +me specific interconnected and dynamic states.
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• We need to consider:
(1) Ownership/nonOwnership/temporary Ownership (Donership)
(2) Usage/nonUsage (3) Communica+on (4) Stake -‐ qualified according to:
bargaining power/interest/impact.
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A Macro view
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Toolkits for managing Crea+vity and Execu+on
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The C.H.A.N.G.E.S. model Wilson, J.A.J. (2010)
Hybridiza3on
Authen3city
Na3on Branding
Global Posi3oning / Game Theory
English
Surrogacy
Culture
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Actor
Artefact
Rhythm Reac+on
Culture
Brand
Ba]le Argot
Delivery
Audience
Abracadabra approach to crea3on, Wilson (2010)
Wilson, J.A.J. (2010), “Branding to the Hip-‐Hop genera3on”, 6th InternaBonal Colloquium – Academy of MarkeBng, Brand, IdenBty and ReputaBon Special Interest Group, ESADE Business School, Barcelona Spain, 9th-‐11th April 2010.
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A Micro view
Mapping consumer psychographic and behavioural networks of decision-‐making
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• Career prospects and skills competences?
• No more East and West… but then what happens to Occidentalism and Orientalism?
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