On The Know About Brands
No One Communications Device Works Globally
In the line-up of trends and issues driving PR, the references to "globalization" and "brands" claim top spots today. In lieu of that, here's a survey that touches on both the global market and brand penetration in certain regions.
Porter Novelli International's "Global Reflections" study concludes that it's unlikely for a single global communication to work when conveying news about brands and products.
That finding underscores the importance communicators and marcom specialists should place on market research and trends analysis before launching communications strategies for new business undertakings.
For instance, in the U.S., computer owners (or those who intend to buy a computer) want to be seen as cautious and careful and helpful, cooperative and likeable, while buyers in Japan wanted to be seen as self-confident, powerful and aggressive.
The study shows that, overall, TV is the No. 1 information source but consumption varies substantially from region to region: In the U.S., TV received a 43 percent share as the main source of information about products and brands for consumers, but in Brazil, Japan and France, those numbers were higher: 72 percent, 56 percent and 62 percent, respectively. Global Reflections also touches on a range of other nuances.
The study involved responses from 1,000 consumers in 12 countries: the U.S., Canada, Japan, China, Australia, Brazil, Mexico, France, the U.K., Germany, Italy and Spain. (Porter Novelli, 212/601-8244)
...More About Brands
The health of the economy means that brands have again taken their place in the consumer habit hierarchy and it's wise to brush up on communications strategies as they relate to cultural preferences, according to a study by Wirthlin Worldwide. Two out of three consumers said they would "be willing to pay a little more rather than purchase a competitive brand."
But it's consumers in Brazil (83 percent), the U.S. (79 percent) and Australia (78 percent) who are the most likely to pay more for certain brands.
Six hundred adults were queried in Australia, Brazil, China, Germany, Great Britain, Italy, Japan, Mexico, Poland, South Africa, South Korea, Thailand and the U.S. (Wirthlin Worldwide, 703/556-0001)