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16 Cards in this Set
- Front
- Back
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Identity Prism |
physical cultural personality relations reflection internalization |
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prosperity index where-to-be-born index |
subjective and objective 89 measurements life expectancy, divorce rates, political freedom, gender equality |
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brand hexagon |
tourism people exports governance culture and heritage investment and immigration |
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alternative measurement 1 Future Brand's CBI (Country brand index) |
awareness familiarity associations preference consideration decision |
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alternative measurement 2 NBDO Dual Octogon |
economy science and tech hard infrastructre institution heritage modern culture citizenry celebrity |
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aspects of consumer behavior |
social-cultural aspects culture and values social class, lifestyle reference group family and household personal aspects perception learning, memory motivation, personality attitude |
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conspicuous consumption |
primary purpose of ownership is a display as means of asserting social status |
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reference group |
people or groups whom the individual uses as a reference point in forming, developing values, attitudes and behavior |
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family types (rodman) |
patriarchial- china modified patriarchial- greece towards equalitarian- germany, us equalitarian- denmark, sweden |
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motivations- maslow's hierarchy |
self actualization esteem love/belonging safety physiological |
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innovation to diff markets |
waterfall v sprinkler |
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main questions of international product strategies |
when? standardized or adapted? what to adapt, how to position, branding strategies? |
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international adv |
extension of ad made for country, to other countries |
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multinational adv |
same adv strategy, local adaptations |
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global adv |
looking for same common values all over world |
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pattern adv |
company sets message and main requirements, local agency adapts specifics for market |
