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9.1 Global brands are never truly global. Brands as sounds Global brands are based on the alphabet Brands are based on linguistics devices some of which are global (alliteration) and others (compounding and clipping) are local Visual elements of brands.
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9.1 Global brands are never truly global • Brands as sounds • Global brands are based on the alphabet • Brands are based on linguistics devices some of which are global (alliteration) and others (compounding and clipping) are local • Visual elements of brands • Global brands are a federation of ‘lexically equivalent’ local marketing assets • Local consumer responses and images invested in similar brands • Local advertising strategy & execution has created over years different images
9.2 What is a truly global brand name? * A translinguistic device, both in terms of sounds and writing * A brand with consistent underlying core themes * Advertising strategy has been executed for at least fifteen years in a quite similar manner across a very large number of countries * Consumer needs are consistent for this product category worldwide (airlines vs. coffee) * Ad spending must be at least $ 200 million per year world-wide and more probably $ .5 billion
9.3 Linguistic elements of brands as marketing assets - Brand Name: * spelling (letters+numbers) => writing systems * speaking the name => pronunciation and phonology Matsushita vs. Technics / * Denotative meaning => Choco-BN * Connotative meaning => Kinder (semantics) * Rhetorical value => persuasive content (Tide) - Visual associated to the brand name (logo / design) * the Whiskas example * visual aspects in ideographic writing systems - Global companies must play on a large register of languages and meanings to develop «global » brands
Some examples of linguistic characteristics of brands I Phonetic devices 1. Alliteration: Consonant repetition (Coca Cola, Cocoon) 2 . Assonance: Vowel repetition (Kal Kan, Vizir, Omo) 3. Consonance: Consonant repetition with intervening vowel changes (WeightWatchers, Tic Tac) 4. Onomatopoeia: Use of syllable phonetics to resemble the object itself (Wisk, Cif, Wizzard) 5. Clipping: Product names attenuated (Chevy for a Chevrolet, Deuche for a Citroen Deux Chevaux, Rabbitfor a Volkswagen) 6. Initial plosives: /b/, /c-hard/, /d/, /g-hard/, /k/, /q/, /t/, (Bic, Dash, Pliz, Pim's) II Orthographic devices 1. Unusual or incorrect spellings: Kool-Aid, Decap'Four 2. Abbreviations:7-Up for Seven-Up 3. Acronyms: Amoco, DB, Cofinoga, Lu, BSN, HP, P&G