AQUASCUTUM
EXPANDING THE BRAND’S GEOGRAPHIC COVERAGE IN SOUTH AFRICA
Course Title: Global Brand Management
5368581
, Global Brand Management
Contents
INTRODUCTION.............................................................................................. 3
MARKETING STRATEGIES............................................................................. 3
SEGMENTATION.......................................................................................... 4
TARGET MARKET......................................................................................... 5
Demographics............................................................................................ 5
Geographic................................................................................................ 5
BRAND POSITIONING STRATEGY..................................................................5
COUNTRY OF ORIGIN EFFECT .....................................................................6
This can be defined as any impact the manufacturing country, assembly or
design has on the consumer’s positive or negative insight of a product
(Marketing Management, 2012).When a company has a global market
share, the country of origin will always have an effect on it. The minute
consumers are not acquainted with the commodities of a country, the
country-of-origin information serves as a ‘halo’ which candidly alters the
buyer’s judgment about a product and indirectly influences the general
evaluation of them through these beliefs (Johansson, Douglas & Nonaka,
1985). The country’s image can be bred from the buyers ’encounter,
knowledge about the country and its political views or ethnocentrism
habits (Hamin & Eliot, 2006)........................................................................6
An interview survey was taken in South Africa subsequently when it
unlocked its market to global competition. According to the results,
several consumers had a preference on products from developed countries
such as Europe and United States as they believe they are of higher
quality (Baker & Ballington, 2002).South Africa consumers believe that
Europeans and Americans are deeply much apprehensive with image and
beauty hence they would manufacture their products according to the
consumers standards (De Wet, De Wet, & Pothas, 2001). The assumption
that industrialized countries mass-produce quality commodities was on the
basis of the image of the country in the consumer’s minds. Products from
developed countries were preferred because there’s a belief that these
countries need to regularly revise their quality in order to be competitive
(Garma, Polonsky, & Wong, 2008; Hsiech, 2004)........................................6
Aquascutum should take up on the country origin effect as demand for
luxury products in South Africa has been exceedingly driven by factors
such as strong brand heritage. Aquascutum has a strong British heritage
and this will enable the consumers to perceive their products to be of good
quality compared to similar goods made in South Africa. This has been the
outcome that has been established by various global brands over the years
and the marketing edge they have had in promoting products at the same
1
, Global Brand Management
time. Consumers in South Africa also view exclusivity as a sign of brand
strength which makes it another plus for Aquascutum as they are already
a premium brand globally.............................................................................6
CBBE MODEL.................................................................................................. 7
MODEL APPLICATION FOR AQUASCUTUM IN SOUTH AFRICA..................8
Salience:.................................................................................................... 8
Performance and Imagery:......................................................................13
Judgment and Feelings:...........................................................................14
Resonance............................................................................................... 15
BRAND ELEMENTS....................................................................................... 15
BRAND EXTENSIONS................................................................................... 18
REFERENCES................................................................................................ 19
Aaker, Jennifer (1997), “Dimensions of Brand Personality”, Journal of
Marketing Research, 34, 347-356.................................................................19
2
EXPANDING THE BRAND’S GEOGRAPHIC COVERAGE IN SOUTH AFRICA
Course Title: Global Brand Management
5368581
, Global Brand Management
Contents
INTRODUCTION.............................................................................................. 3
MARKETING STRATEGIES............................................................................. 3
SEGMENTATION.......................................................................................... 4
TARGET MARKET......................................................................................... 5
Demographics............................................................................................ 5
Geographic................................................................................................ 5
BRAND POSITIONING STRATEGY..................................................................5
COUNTRY OF ORIGIN EFFECT .....................................................................6
This can be defined as any impact the manufacturing country, assembly or
design has on the consumer’s positive or negative insight of a product
(Marketing Management, 2012).When a company has a global market
share, the country of origin will always have an effect on it. The minute
consumers are not acquainted with the commodities of a country, the
country-of-origin information serves as a ‘halo’ which candidly alters the
buyer’s judgment about a product and indirectly influences the general
evaluation of them through these beliefs (Johansson, Douglas & Nonaka,
1985). The country’s image can be bred from the buyers ’encounter,
knowledge about the country and its political views or ethnocentrism
habits (Hamin & Eliot, 2006)........................................................................6
An interview survey was taken in South Africa subsequently when it
unlocked its market to global competition. According to the results,
several consumers had a preference on products from developed countries
such as Europe and United States as they believe they are of higher
quality (Baker & Ballington, 2002).South Africa consumers believe that
Europeans and Americans are deeply much apprehensive with image and
beauty hence they would manufacture their products according to the
consumers standards (De Wet, De Wet, & Pothas, 2001). The assumption
that industrialized countries mass-produce quality commodities was on the
basis of the image of the country in the consumer’s minds. Products from
developed countries were preferred because there’s a belief that these
countries need to regularly revise their quality in order to be competitive
(Garma, Polonsky, & Wong, 2008; Hsiech, 2004)........................................6
Aquascutum should take up on the country origin effect as demand for
luxury products in South Africa has been exceedingly driven by factors
such as strong brand heritage. Aquascutum has a strong British heritage
and this will enable the consumers to perceive their products to be of good
quality compared to similar goods made in South Africa. This has been the
outcome that has been established by various global brands over the years
and the marketing edge they have had in promoting products at the same
1
, Global Brand Management
time. Consumers in South Africa also view exclusivity as a sign of brand
strength which makes it another plus for Aquascutum as they are already
a premium brand globally.............................................................................6
CBBE MODEL.................................................................................................. 7
MODEL APPLICATION FOR AQUASCUTUM IN SOUTH AFRICA..................8
Salience:.................................................................................................... 8
Performance and Imagery:......................................................................13
Judgment and Feelings:...........................................................................14
Resonance............................................................................................... 15
BRAND ELEMENTS....................................................................................... 15
BRAND EXTENSIONS................................................................................... 18
REFERENCES................................................................................................ 19
Aaker, Jennifer (1997), “Dimensions of Brand Personality”, Journal of
Marketing Research, 34, 347-356.................................................................19
2
