After reading about hybridity's influence on Modern Art I wondered if it had had the same influence on global branding. Global brands have to take into account the needs and values of other countries. Brands such as Coca-cola market the same core principles around the world however areas such as marketing, price, packaging, media and distribution are altered to suit individual markets. Instead of brands changing their principles and being influenced by other countries they keep their strong country heritage which becomes a hugh selling point and in some cases has been the leverage for global success. For example after struggling in the market Marlboro became the leading cigarette brand in Hong Kong after it became the leading American brand because it showed that the company has not only a popular product but also has resources and commitment. Technology has played a big part in this because global brands have capitalised on the media coverage that overlaps in many regions. Hybridity has therefore had the opposite effect on global branding than it had on Modern Art.
-Ruth
No comments:
Post a Comment