Positioning and branding across cultures "

The Netherlands

Zwolle

• 8 different Business Studies

• 5,000 business students

• 1,000 first year students

School of business and economics

Windesheim is one of the largest of the 39 Universities of Applied Sciences in the Netherlands with over 21.500 students. It offers study programmes in 87 different disciplines, which are grouped within the various departments. The emphasis is on a student-focused, practice-oriented education.

http://www.google.nl/url?sa=i&source=images&cd=&cad=rja&docid=_nbwUpmDskok7M&tbnid=Lsoq6ydsgoOgzM:&ved=0CAgQjRwwADgG&url=http://openbuildings.com/buildings/building-x-windesheim-zwolle-profile-40289&ei=k4CFUdOWLqHW0QXI44DwCw&psig=AFQjCNFQ71ic7YwvxZjoc08qdrcTauPeiQ&ust=1367790099801461

Sander Janssens Msc (email: aj.janssens@windesheim.nl )

18 years work experience international marketing in companies and international marketing

consultant. Specialisation: marketing communication, services marketing

10 years educational experience

Coordinator Minor International business Studies, marketing across cultures, global marketing,

Coordinator Hong Kong Business case contest

International lecturing experience, Paris, Lyon France, Katowice Poland, Nordhausen Germany,

Platteville Wisconsin USA, Tampere Finland.

Positioning and branding across cultures "

• Stereotypes

• Values

• Cultural iceberg

• The very unfortunate Egyptian engineer

• Levels of mental programming

• Cultural onion

• Self reference criterion

• Bedtime story

Positioning and branding across cultures "

Culture

Passion brand

Positioning

Advertising appeal

Cultural moodboard

Persona Brand description

Positioning diamond

Advertisement concept

Day Case work students

Tuesday

15.15-17.15

Group II

Introduction intercultural theory

Introduction intercultural

exercises

Stereotyping, cultural iceberg,

Hofstede theory

• Students are divided into groups • Each group gets assigned to a European country • Find examples of country culture compared to Turkey • Check out values of Hofstede compare to Turkey • Cultural moodboard • Find a consumer commercial from the country which

you explain culturally Choose consumer product

Wednesday

09.00-12.15

Group II

Introduction branding

positioning

Choose a target segment

Develop a persona

Positioning statement

Short Promotional video (youtube

style)

• Choose a target segment • Visualize a persona in another culture. • Develop passion brand • Develop a positioning statement that fits with the

local culture (use positioning diamond) • Develop a advertising concept 1 product

Thursday

13.30-16.30

Group II

Synthesis Intercultural Branding

Preparation (anglo saxon style of presenting ) Group presentations of the final results Country, culture, products, ,

Stereotype <-> Culture

Definition of stereotype a widely held but fixed and oversimplified image or idea of a particular type of person or thing

Stereotypes are powerful

• “Germans are all punctual but don’t have a sense of humor, people from Great Britain do and always have their tea at 5 pm in the afternoon, Italian men pick up girls all the time, the French eat baguette, cheese and frogs’ legs.

Jeremy Clarkson Meets the Neighbours - Germany Pt 3

http://www.youtube.com/watch?v=UdrsrjSpXnE&feature=related

The world according to the USA

Francois Hollande's Camel Eaten By Family In Timbuktu, Mali

According to French Magazine Valeurs Actualites (Current Values), who quoted sources close to the French Minister of Defense Jean-Yves Le Drian, the camel ended up as a typical Saharan tajine stew.

Symbolic attributes Country of origin

Stereotypes

• Write down all stereotypes of a country you can think of

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Egyptian Culture

Dutch Culture

Train

Not directly visible Implicit culture

Strong influence

Role of a mother Role is the same everywhere in the world ?

Role of a mother

Everything will be alright, sweet little darling

The Mom who coached little Billy to an A on his final algebra test

http://www.cheesecupid.com/

Mother child Relation (biological)

Mother child Relation American vs Dutch

Mother child Relation Personalities

Mother child relation Cultural aspects

Netherlands

USA

Effort should be rewarded Result should be rewarded

Emotional support during process is important

Support in achieving the result

Just behave normally, that is crazy enough

“Outdo the ordinary “

Good is good enough Go for the top, excellent result

Values help explaining different cultures but ……

Can you explain the following examples on the basis of underlying values ?

• Men wearing ties

• Women wearing high heels

• Americans holding their fork in their right hand whereas Europeans use their right hand

• 2 or three kisses when greeting as an expression of difference in values?

SRC, the self reference criterion Example SRC Dinner habits: USA versus Europe

• Not asking the waiter for the bill but instead waiting for it, assuming that it will be on the table automatically, as an example of relying on the SRC

Attribution • Whereby people explain the world around them by

attributing opinions, traits and causes to people or things they observe

• Many cultural mistakes are made due to SRC and attribution; assuming that what you are used to will occur in any other kind of context in the same way.

Platinum rule

Treat people like THEY would like to be treated, not the way you’d like to be

treated.

True or false ?