Without a usp a brand will probably fail to

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Unformatted text preview: own restaurants were what Japanese consumers wanted. Ronald McDonald’s name was changed to Donald because the Japanese have trouble pronouncing ‘r’. The Japanese apparently prefer beef with a higher fat content, and Teriyaki sauce rather than ketchup, so that is what they’re given in their burgers. Top sportspeople and personalities are brands in their own right. Tiger Woods and David Beckham can both be considered as brands. Their endorsements and signatures are worth millions of dollars in sales to the companies whose products they endorse. One further factor is that the same brand, the same actual product, can be viewed differently across different cultures. Orangina is a massmarket popular soft drink in France, and a premium product in the UK. See the ProFile Student’s site: www.oup.com/elt/profile WHAT’S NEXT Probably the greatest challenge facing existing brands is the development of brands by the two giant emerging countries of China and India. Until now, these countries have been largely happy to produce branded goods for US, European, and Japanese multinationals. In the next decade these new giants will start to produce their own brands which will fight for a share of the market and push the old brands out. Photocopiable © Oxford University Press...
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This note was uploaded on 12/12/2010 for the course RBS BCN taught by Professor Dekoe during the Spring '10 term at Rotterdam Business School.

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