How to avoid brand damage in the BRIC nations
A report published in AdWeek this week, entitled ‘Going for the Gold in Global Marketing’, has highlighted the importance of thinking local in global marketing campaigns – using by way of illustration the various subtleties international marketers need to be aware of when planning campaigns due to roll out in the key BRIC economies.
Despite the inherent potential of these markets, for any marketer unfamiliar with the terrain, there are challenges to overcome. It is wise, for example, to avoid depictions of violence and corruption within ads in Brazil, since, we are told, Brazilians “wish for the media, to express alternatives to the social problems of poverty, street crime, and corporate and government corruption.”
In order to make a positive impression in China, it is important to emphasize your brand’s history or prestige. The country places a high value on tradition and longevity.
Meanwhile, what sells in Moscow may not impress buyers in St Petersburg, while Russian consumers have grown increasingly savvy, and the market is so dynamic that they “appreciate advertising that is as sophisticated, witty and subtle as they consider themselves to be…”
In India, an awareness of the system of social standing is paramount and this needs to be heeded in campaigns in order to avoid causing offense. Unsurprisingly, religious beliefs also colour response to marketing messages. Motivational selling techniques are very likely to be considered crass, while educational or informative approaches are more readily accepted.
Beyond all this, there is the obvious issue of language, and the need to comply with local legislation. Take India again, by way of example, where food companies are required to obtain approval before launching brands which are very similar to those already on the existing market.
Clearly no global brand without local knowledge or a regional presence will be able to run international marketing campaigns with any degree of success. Instead, marketing spend may be wasted, with resultant brand damage very difficult to rectify. That is why regional hubs, genuine local knowledge, and experienced translators are key for any international brand. Globalisation may give the impression that it’s a small world, but, for marketers, there’s a lot to learn.
Tags: Global Brand
