brands and marketing

Final post

2005-05-04T02:27:00.000-07:00

Everybody speaks about blogs! Before the project began, I have heard about blog without really knowing how does it work. Yet now I have my own!
I have learnt that blog is an interesting way to communicate. It is free and secured!
I learnt how to create a blog (put a link, write a post, insert pictures or commercials).
I have learnt about strategies of some firms.
I found this project quite interesting. It is an other way to work more interesting (we can give our point of view), and it is interactive (receive comments).I really appreciate choosing the subject of our marketing blog.
Moreover, it was interesting to make this blog in English. Yet , I was always careful because I didn’t want to make any mistake. I really enjoy giving my point of view.
However, I met difficulties to find interesting subjects regularly. Besides, sometimes I could not post anything due to Internet problems.
I would like to advice to go on with next marketing classmates.
We should put a post as soon as we get an interesting article or subject.

Hope that you have found my blog interesting!

Do you remember him ?

2005-05-01T07:24:00.000-07:00

Do you remember him ?
Originally uploaded by Marketing keys.

Do you remember him ?

2005-05-01T07:17:00.000-07:00

He is the main actor of a commercial for X Box . You could probably see this commercials , which takes place in China. I found interesting to see the way the commercial has been built. We can indeed see Chinese people, Chinese music and China landscape. The man is one of the ping pong champions from China.
So the strategy of Microsoft is "think global, act local".
The link between Ping Pong and Xbox:
He works hard to become a champion. He started playing very young. It is a family game since his grandfather was a famous champion and the main actor plays with his son.

As I see it, Ping Pong and video games require attention. You have to work hard to win.
It is funny to see him playing Ping Pong thanks to its ears which have been stretched. It would be interesting if someone from China gives here a comment.

US babies get global brand names: Armani, Timberland and so on

2005-04-24T08:16:00.000-07:00

"My name is Canon".
According to an article from BBC news (see the link below), 49 boys in 2000 were called Canon in the United States.Could you imagine be called as a brand? Many US families name a child after a brand.
As I see it , it is a bit dangerous to mix brands and firstnames. We could easily imagine the reaction of others: "Your name is Canon...like the brand???"It might be difficult to find an identity.
"And the winner is...Marketing Mix!"
When a brand begins to become a first name, it entails indeed a powerful communication for the brand. The brand achieves in making believe that the value of the brand is so high , that it can become a first name. We can see here the power of Marketing.

"Elvital "

2005-04-09T10:33:00.000-07:00

"Elvital "
Originally uploaded by Marketing keys.

In Germany, the same product is Elvital by l'Oreal.

"Elvive"

2005-04-09T10:32:00.001-07:00

"Elvive"
Originally uploaded by Marketing keys.

In Great Britain, the same product is Elvive by L'Oreal.

"Elseve "

2005-04-09T10:32:00.000-07:00

"Elseve "
Originally uploaded by Marketing keys.

Here again, the same strategy : act global, think local . In France, the product is Elseve by L'Oreal.

" think global, act local"

2005-04-08T08:39:00.000-07:00

A same product abroad has not always the same brand name. Have you ever noticed it?
I find quite interesting to take examples to illustrate it. It answers to the key sentence " think global, act local!".

" Monsieur Propre" (France)

2005-04-08T02:54:00.000-07:00

" Monsieur Propre" (France)
Originally uploaded by Marketing keys.

This sir represents the cleanliness and the efficiency of the product."Monsieur Propre" has a french meaning. It means "Mister clean".

"Maestro Limpio" (Italy)

2005-04-08T02:51:00.000-07:00

"Maestro Limpio" (Italy)
Originally uploaded by Marketing keys.

We recognize here the same strong man (Maestro).I have not found the meaning of "Limpio" in my italian dictionary.I have just seen that "lindo" in Italy means clean. I will try to guess!:
"Limpio" refers maybe to "Lampion" in France which is a venetian lantern. This brand name refers also to the light.We can indeed see a star on the right of the product.

"Mister Proper" (Germany)

2005-04-08T02:50:00.000-07:00

"Mister Proper" (Germany)
Originally uploaded by Marketing keys.

Here again we see the likeable "Mister Proper" in Germany. Proper means nothing in german. Yet it sounds french "Proper is closely related to french ("propre").

Brands names

2005-04-01T11:55:00.000-08:00

Globalization and mergers encourage more and more firms to change their name in order to better market their products. I have readen articles from " le Figaro" of the 13 March 2005 which explain how brands often end up dying.

1. A brand needs to represent a value in customer's minds.

For instance, the french brand "Solex" has become the symbol of a product but it didn't represent a value to customers. As a result it did not survive. Conversely, Coca-Cola succeeded in incarning a way of life.

2. International strategy.

The most common reason of a firm demise is the international strategy. For example, Unilever decided to reduce from 1200 to 400 the number of its brands. An other example is CCF (banking and financial services organisation), which slogan is now" Just call me HSBC". In France, we are used to seeing CCF. Yet CCF, which is a member of HSBC Holdings, took the name HSBC to make more money.HSBC is indeed "the world's local bank", over 77 countries. "CCF" expects increasing by 45% its turnover in France between 2003 and 2008.

(it 's April Fool's day, yet I have written right things!)

Welcome everybody!

2005-03-30T00:57:00.000-08:00

I am Corinne. First welcome to my blog. In this blog project, I am willing to study brands names and to compare some worldwide ads. Thus I will see what kinds of ads is worldwide the same. I will then explain the meaning of "Think global and act local!" and " Think local and act global!".
Enjoy it!