The Global Brand Face-off.

Espoir Cosmetics
Case requirements, and helpers.

NB : this case can be worked on in teams of 3

max, if you feel more confortable.

1
Espoir Global Promotion questions (1)
What major cultural and consumers’ behavior
similarities and differences do you see in
Espoir’s industr(ies) behavior between US,
Russia and France ?
What do you conclude from the above regarding
the « American Movie Stars » promotion.
What aspects of Brand personality, culture and
Brand Identity « Espoir » could be developed
globaly with this promotion ?

2
Espoir Global Promotion questions (2)
Would you say it leverages local brand
strength/equity? Why / Why not ?
Obviously, Singh faces managerial issues
(struggles for power, hidden personal
goals, …). How a Global Brand approach
can help her, with which tools ?

3
Required work (Tuesday August 15)
As usual, 6/7 ppt presentation for class
discussion
Assessment : 50/50 :
– Brand « global » understanding and
mastering
– Use of tools

NB : this case can be worked on in teams

of 3 max, if you feel more confortable.

4
Some helpers

Also refer to « branding » tools and

concepts seen in class and on the web.

5
 Culture

Ways of living, built up by a group of

human beings, transmitted from one
generation to another

6
 Culture
« The values, attitudes,
beliefs, artefacts and
other meaningful symbols
represented in the pattern
of life adopted by people
that help them interpret,
evaluate and
communicate as
members of a society »
C. Rice (1993)
Hofstede (1991)
« The collective mental
programming of the
people in an environment.
Culture is not
characteristic of
individuals; it
encompasses a number
of people who were
conditioned by the same
education and life
experience »
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 Attitudes, Beliefs, Values
Attitudes - learned tendency to respond in a
consistent way to a given object or entity
Belief - an organized pattern of knowledge
that an individual holds to be true about the
world
Value - enduring belief or feeling that a
specific mode of conduct is personally or
socially preferable to another mode of
conduct

8
 festyles are expressions
f sub-cultures
Signs : icons,
indexes
&Heroes
Symbols

Rituals

Expressions of Values BRANDS ?

cultures

value is a broad
endency to prefer
a certain state of affairs
Over others
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 The Brand Value
Pyramid
Meaningfulness
Beliefs & Values
Addressed to

Functional &
Emotional
Benefits Provided
Features, Processes and Attributes
To be shown/desmontrated

Easiness to
Copy &
communica
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Value Structure Maps (VSM)
The name of the game is to link marketing
offer attributes and benefits to values
Also called the means-end chain model
(Gutman)

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 Levels of associations
Attributes
- concrete
- abstract
Benefits/Consequences
- functional
- psychological
Values
- Instrumental
- Terminal

To be done for the category and each brand in the category 12

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Culture and Consumer Behavior
Consumption values
Functional Values. Relate to needs and satisfaction from use and
attributes
Social Values. Relate to perceived utility in association with one or
several social groups and self-building. Includes symbolic values of products
and Brands.
Emotional Values. Relate to emotional arousal linked to contact
with or thinking of product/Brand
Epistemic Values.Related to novelty seeking, curiosity arousal,
knowledge seeking, innovation drive, variety
Conditional Values. Related to capacity to provide temporary
functional or social values

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 Cultural Universals
Athletics Etiquette
Body adornment Family feasting
Cooking Food taboos
Courtship Language
Decorative arts Marriage
Mealtime
Education
Mourning
Ethics
Music
Property rights
Status differentiation
Religious rituals

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 Cultural diversity framework
Social institutions Physical
Family Artifacts
Educational system Clothing
Religious org tools,…
Governmental type Non-material
business Religion
Norms Perceptions
Values beliefs

Ideas Aesthetics
Colors
Attitudes Music ….
Symbols Dietary
Behavior Language
Myths, Rites & Rituals Verbal
Cultural universals non-verbal
Ethics
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