Global Branding

1. Global Branding

2. The East Asian Brandscape: Distribution of Japanese Brands in the Age of Globalization Shinji Oyama

3. Japanization In the postcolonial geography of East Asia we see a marked presence of Japanese brands as preexisting power relationships are reasserted

4. Globalization new interactions between these forces • ethnoscape • technoscape • financescape • ideoscape • mediascape Appadurai

5. Soft power cultural power “Japanese popular culture has changed the very foundation of sensory ratios, structures of feeling, bad aesthetics of young East Asian consumers” quote from Nikkei Business

6. Glocalization The sale of goods and services globally to increasingly differentiated local markets requires global brands to localize their advertising or products.

7. to sell Japanese cosmetics (or the Sony Walkman) in America and Europe they are made culturally “odorless” so as not to bring attention to the Japaneseness of the product

8. the common use of caucasian models spreads the more popular cultural odor of the West.

9. Japan markets its cultural odor in the East Asian brandscape.

10. Brand A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark, which, if managed properly, creates value and influence.

11. Advertising is identification and text while branding is more of an experience and the creation of a large and meaningful lasting impression holistic

12. Brand is a legally protected separable piece of intellectual property valued and exchanged because it provides security of future earning in a global market. the estimated worth of the coca-cola brand is $60 billion

13. Globalization strategies include the cross-border acquisition of brands to develop transnational brand portfolios divided into global and regional lines

14. Brands are closely linked to celebrities If Korea could break into the US popular music industry there would probably be an added benefit of selling more cars

15. Under Americanization, transnational flows were largely isomorphic, things flowed from Detroit, Hollywood, Madison Avenue and Wall Street to the peripheries.

16. Under globalization, people, machinery, money, images and ideas increasingly flow in non-isomorphic paths.

17. This explains the East Asian Brandscape that is influenced by a more dynamic interaction of the scapes. • ethnoscape • technoscape • financescape • ideoscape • mediascape

18. On the technoscape, there is a narrowing gap of technological capacity among a growing number of developed countries

19. On the financescape, there is a massive flow of capital seeking underleveraged assets (brands)

20. On the mediascape, there is a new media centralization and globalization

21. On the ideoscape, there is a legitimate intellectual property regime and diminished nationalistic opposition to cross-border takeovers to maximize shareholder value.

22. Oyama argues that mediascape is the most significant force... and that notwithstanding South Korea’s ascent to become a regional media powerhouse... the overall inter-Asian media flow still occurs predominantly from Japan to the rest of Asia

23. We try to put our brands everywhere. We sell the United States to the Americans,The United States to Chinese, Italian elegance to Japanese, French beauty to Africans, and Japanese chic to Brazilians. quote from corporate brand manager

24. Foreigners Give Credibility to Global Fashion Brands Foreign employees are becoming more of a common sight at global "fast" fashion businesses in Korea, especially at affordable, rapid-reaction global high-street clothes chains Zara, Uniqlo and H&M. "Seeing foreign employees in stores has a great marketing effect as consumers naturally recognize that this particular brand has a global presence." It is part of a new strategy of these fast fashion brands, which have been aggressively opening stores around the world in the last few years, to maintain strong and consistent brand identities. Zara has 1,600 shops in over 80 countries, while Uniqlo has 1,010 in 124 countries.

25. New Luxury Product Markets Emerging Luxury goods and expensive household items are gaining popularity in Korea despite the global financial crisis. Korea is seeing an influx of high-end products, such as W10-million bidets, W100-million beds and W1.1-billion watches (US$1=W1,110). These designer jewelry and luxury furniture items are flying off the shelves as they expand the luxury market, which is also been dominated by fashion accessories such as clothing and bags.  Department stores are leading the trend with competitive marketing activities focused on a luxury lifestyle. The Chosunilbo 9-16-11

26. Hermes Can't Keep Up with Korean Demand for Birkin Bag Over 1,000 people in Korea are on the waiting list for Hermes' Birkin bag, which comes with a price tag in excess of W10 million. Demand for luxury brands in Korea exceeds that of other developed countries -- 5 percent of household income here on average is spent on consumption of designer goods. This compares to 4 percent in brand-conscious Japan. The Chosunilbo 9-6-11

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29. There is the emergence of an elusive sense of regional sensibility or East Asian popular culture in the East Asian Brandscape.

30. North East Asia is at the forefront of global branding. New media and culture studies need to expand its focus on national culture industries to include global and regional transformations and interactions.