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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.
- Spring '10