SU 8: Branding in South Africa, Africa and Abroad Flashcards
1
Q
- What are the factors relevant to building a successful brand
A
- Purpose: the brands purpose captures the brands core reason for being. It is why the brand exists.
- Agility: a brand needs to be able to keep up with the way in which an environment evolves.
- Uniqueness: each country in Africa has unique needs, interests, culture, etc. Brands that have become successful have made use of the uniqueness of the country
- Authenticity: an authentic brand is one that is true to itself and its customers
- Simplicity: the message that the brand is communicating to the target market must be clear and simple.
- Engaging: the brand must develop strategies that are engaging and that will attract the target market
2
Q
- What are the several guidelines to survive the African market
A
- There is no such thing as a “one-size-fits-all” branding strategy for Africa.
- Be selective about the markets that you enter.
- Conduct market research before you enter a market.
- Brands must tailor their offering to the needs and wants of the specific market.
3
Q
MCQ: Consumers in townships will support and be loyal to brands that
A
- take the time to understand the consumers in the townships
- show that they are trustworthy
- act ethically
- give back to their communities
- fit into the lifestyle of the township consumer
- are innovative
4
Q
MCQ: What are the several guidelines that brands should consider when entering the township market
A
- Quality over price: consumers are willing to buy a good quality product even if the price is higher
- Local is lekker: consumers in townships more often than not support locally made products and brands
- Do not underestimate the consumer: consumers in townships are more connected today than ever. Consumer needs and wants have changed over time. They want quality
- Sharing with the community: consumers are more loyal to brands that focus on the upliftment of the community.
5
Q
- Explain how your chosen brand can survive any global crisis
A
- Adapt: Adaptation is crucial in handling a crisis
- Review: Customers’ behaviours typically change during times of crisis. That is why it is important for brands to review their product offerings
- Brand value and differentiation: Brands need to know exactly what their brand value is and revisit the key characteristics that differentiate them from their competitors
- Thinking outside of the box: This concept refers to thinking outside of the physical experience of the brand offered to consumers
- Identify new growth: Think of new opportunities and new services in which the brand can grow
- Maximise value: The brand must maximise the value and power of their existing customer base. Brands usually achieve this by personalising their offerings and offering services such as free delivery
- Innovate: The brand could use the slowdown period/ lockdown to discover new ways of delivering services to their customers and also introduce new product offering
- Plan: Whether there is a crisis or not it is essential that the entity has a long-term plan that is solely focused on consumer needs and changing consumer behaviour. An example would be a plan that is established by Snappy Chef to increase customer satisfaction by 5% every year.
- Redesign: Brands should redesign their market plan in a way that optimises the market.
- Be ready: It is of great importance that entities are always ready for anything and have a solid plan that will ensure that the entity survives in case of an emergency or global crisis
6
Q
Develop a global/international brand.
A
> New global product ideas
> Types of extension
> Country-of-origin effect as a brand element
7
Q
Ideas for new products can be obtained from the following
A
- distribution agencies and organisational staff
- overseas customers
- new inventions
- exhibitors at trade fairs
- financial and government reports
8
Q
What are the FOUR types of extensions to expand globally.
A
- Solo branding: refers to creating an identity that is unique and consistent with its individual owner. The key elements of solo branding include consistency, personal identity, authenticity and differentiation
- Hallmark branding: a branding strategy where an entity makes use of its corporate brand for all its product offerings and services.
- Family branding: also commonly known as umbrella branding is a strategy used by large entities to market various related products
- Extension branding: similar to family branding, though commonly known as brand stretching, is a strategy used in marketing where entities use an already established brand to enter a new product category
9
Q
MCQ: What are the macroenvironmental issues
A
- Socio-cultural issues: individual behaviour, organisational culture industry culture, national culture
- Legal issues: outright piracy, reverse engineering, counterfeiting, passing off
- Political issues: host-country environment, home-country environment, international environment, global environment
- Physical and technological: physical environment, topography, geographic factors, natural resources, energy, climate, pollution and environmental hazards, technological environment
- Economic issues: the different economic systems, capitalistic, communist, fascist, socialist
10
Q
MCQ: What are the different economic structures
A
- Free market economy
- Subsistence economy
- Centrally planned economy
- Mixed economy
11
Q
MCQ: What is the nature of the economy
A
- Agrarian economy
- Mining economy
- Manufacturing economy
- Service economy
12
Q
- Identify whether your chosen brand is a local/international/global brand and motivate your answer
A
- Local brands are those that are developed, distributed and promoted in their original country.
- International brands are those that have global elements as they can be found in various countries while using similar marketing strategies and mixed elements.
- Global brands though like international brands are found in various countries around the world
Snappy Chef is a local brand
