A Comparative Case Study of Global Marketing and Ethnocentrism ...

Marketing Factor 5: Branding. This factor is testing whether or not the brand is
established in the mind of the international consumer. Consumers in certain countries
view the brand as suggesting the overall desirability of a product (Batra et al. 84). For
example consumers in developing countries often view Western brands as portraying
Western practices and lifestyles, therefore making brands that symbolize affluence
seem highly desirable (Batra et al. 84). Certain brands have the capacity to convey
meaning internationally, while the majority are only conceived on a national level
(Usunier 293). It is important, then, to consider how a brand will fair in its
international appeal. Interview questions relating to branding are included in Table 2-5.
Table 2-5: Branding questions (not in survey format)
Marketing Factor 5: Branding
Does the brand ring familiarity in the mind of the subject/consumer
Is the brand being marketed in this website a familiar brand in Brazil?
Do the slogans/taglines being used convey the brand well?
Is the corporate logo familiar to you? Would you be able to tell one logo from the
other without seeing its name?
Is the site assuming a consumer familiarity with the product? Should it be? Are you
familiar with this brand?
Marketing Factor 6: Cultural Positioning. Cultural positioning looks at the kind of
cultural scenarios at work in the marketing (i.e. how many women, men,…etc are
shown, and does that type of positioning matter to a particular culture?). Traditional
roles that people play in one culture may not be the same as in the other culture.
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