Brand Metamorphosis: Mutation of Brand DNA in the process of glocalization – A case of Coca Cola in India.
Arup Kumar Baksi
Abstract
Post globalization branding strategies focus on hybridization of cultures and incorporating the same to mutate the brand DNA. Globalization has given birth to a jargon namely ‘glocalization’ which is a measure of local adaptability of a global brand. The basic concept of branding has undergone a paradigm shift while taking into consideration the cultural and ethnic aspects while spreading across global markets. Once in a global market, a brand undergoes a metamorphosis, often a triggered one, depending on the degree of change sought to fit local conditions. Academic researches on Brand DNA analysis and Brand Metamorphosis are still at the neonatal stage and enough literature support is still not available. This article (in a Case Study format) tries to analyse the metamorphosis undergone by the number one global brand – Coca Cola, in Indian market.
Key words
Brand, Brand DNA, glocalization, metamorphosis, hybridization, adaptability, culture.
Introduction
Globalization has had a huge impact on the branding strategies of international companies. Since the early 1990s many multinational companies, such as Unilever, have moved from a multidomestic to a global marketing approach including global branding strategies (Schuiling and Kapferer 2004). Cost-cutting due to economies of scale and benefiting from a strong worldwide image have been suggested as the most important reasons in favour for a global brand strategy (Schuiling and Lambin 2003). Moreover, the alleged convergence of consumption patterns across borders (Levitt 1983) challenge the concept of brands adapted to local needs and conditions. However, from a consumer perspective, reactions to the prevalence of global brands seem to be quite heterogeneous. On the one hand, consumers seem to value and admire global brands as illustrated by their sometimes even... [continues]
Arup Kumar Baksi
Abstract
Post globalization branding strategies focus on hybridization of cultures and incorporating the same to mutate the brand DNA. Globalization has given birth to a jargon namely ‘glocalization’ which is a measure of local adaptability of a global brand. The basic concept of branding has undergone a paradigm shift while taking into consideration the cultural and ethnic aspects while spreading across global markets. Once in a global market, a brand undergoes a metamorphosis, often a triggered one, depending on the degree of change sought to fit local conditions. Academic researches on Brand DNA analysis and Brand Metamorphosis are still at the neonatal stage and enough literature support is still not available. This article (in a Case Study format) tries to analyse the metamorphosis undergone by the number one global brand – Coca Cola, in Indian market.
Key words
Brand, Brand DNA, glocalization, metamorphosis, hybridization, adaptability, culture.
Introduction
Globalization has had a huge impact on the branding strategies of international companies. Since the early 1990s many multinational companies, such as Unilever, have moved from a multidomestic to a global marketing approach including global branding strategies (Schuiling and Kapferer 2004). Cost-cutting due to economies of scale and benefiting from a strong worldwide image have been suggested as the most important reasons in favour for a global brand strategy (Schuiling and Lambin 2003). Moreover, the alleged convergence of consumption patterns across borders (Levitt 1983) challenge the concept of brands adapted to local needs and conditions. However, from a consumer perspective, reactions to the prevalence of global brands seem to be quite heterogeneous. On the one hand, consumers seem to value and admire global brands as illustrated by their sometimes even... [continues]
Cite This Essay
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(2010, 09). Brand Metamorphosis: Mutation of Brand Dna in the Process of Glocalization – a Case of Coca Cola in India.. StudyMode.com. Retrieved 09, 2010, from http://www.studymode.com/essays/Brand-Metamorphosis-Mutation-Of-Brand-Dna-398185.html
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"Brand Metamorphosis: Mutation of Brand Dna in the Process of Glocalization – a Case of Coca Cola in India." StudyMode.com. 09 2010. 09 2010 <http://www.studymode.com/essays/Brand-Metamorphosis-Mutation-Of-Brand-Dna-398185.html>.
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"Brand Metamorphosis: Mutation of Brand Dna in the Process of Glocalization – a Case of Coca Cola in India.." StudyMode.com. 09, 2010. Accessed 09, 2010. http://www.studymode.com/essays/Brand-Metamorphosis-Mutation-Of-Brand-Dna-398185.html.
