Unit 5: Transnational Advertising and Superbrands

Key Topics

The use of new technologies in transnational advertising strategy
The appeal of ‘superbrands’
Strategies used in creating superbrands
Major themes and messages that are conveyed through global ad campaigns
Superbrands and the issue of copyrights

UNESCO

Learning Objectives

After completing this unit, educators and learners will be able to:

Analyse and evaluate branding strategies and their effectiveness
Assess the impact of branding on local and global communities and its impact on globalization
Analyse the messages and values conveyed through specifc branding strategies
Assess the role of new technologies in branding locally and globally
Some unethical issues related to copyrights of ‘superbrands’

Transnational Advertising

Businesses are becoming increasingly global, reaching out to every corner of the globe to make their presence known with a ‘transnational advertising strategy’. They also aim to sell a global brand through marketing that appeals to local tastes. As businesses continue to reach many parts of the world in the midst of globalization, ‘superbrands’ are inevitable and it is important to understand and analyse the values, underlying messages, and their impact on different cultures.

Pedagogical Approaches and Activities

In summary: as discussed earlier in this Curriculum (Part 1), various pedagogical approaches are possible. Please review the list in Part 1 and decide which approach to apply to the suggested Activities below and others that you may formulate.

Conduct online research to determine the marketing strategies used by transnational corporations. Consider visiting , the website for the industry publication Advertising Age. Identify the various strategies used by major corporations to promote their products and ‘sell’ a culture. Discuss what is implied – directly or indirectly – about ‘traditional’ vs. ‘contemporary’ culture.

Visit the website of a transnational corporation and select one of their advertisements to examine closely. Identify the elements of this ad that make it appealing. Consider the use of claims and emotional appeal. If possible, compare this ad with another for the same product targeting a different region or market. ldentify the ways in which each ad is constructed for its target market.
Create an ad outline for a product or service that is indigenous to a particular community or region. Identify and explain the technical and creative strategies that would be most effective for reaching that audience in different markets in different parts of the world and explain how the technology is being used and to what effect.
Develop a plan for marketing a fictional product to an international market. ldentify the target audience. Explain the strategies that would be most effective in reaching this audience. Explore how digital technologies make this possible, and what the possible downsides could be.
Examine examples of branding in your local community. Explain the elements that contribute to the development of an effective brand. Assess to what extent the example is effective in establishing high brand recognition, communicating brand meaning and reaching a target audience.
Conduct research on a super brand or global brand of your choice: the menu of popular food chains is partly decided by the country they operate in, the country’s culture, people’s tastes and preferences. Cover at least 5 countries and check: a) the overall feel and look of certain food chains’ outlets and b) their menu, and c) identify the similarities and differences of the food and drinks sold and assess the likely reasons behind your findings on a and b.
When the products of some super brands become popular, other merchants may produce products with a very similar logo and design to mislead consumers into believing that they are buying the authentic products from superbrands. Identify cases like this and discuss the copyright and other ethical issues involved.

Assessment & Recommendations

Analysis of current advertising examples and strategies for online research
Creation of outlines for ad campaigns

Topics for Further Consideration

Endorsement of super stars such as sports and entertainment fgures in transnational advertising and superbrands
Impact of transnational advertising and superbrands on local cultural and social practices such as gender equality, religious tolerance, health practices, etc.

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