Part 1: Case Study
1. Examine further the “2011 Ranking of Top 100 Brands.” Classify these brands while considering the product category/sector and the country of origin. Can you detect a pattern? For example, do you see that strong players in the automotive sector emerge largely in Western Europe?
Yes. I could find some patterns about ranking of top 100 brands. First as this question mentioned, Western Europe has strong automotive section. Because of in European country are united as an EU. So they can easily pass border, so automobile is essential product to them. Also Italy and France has a large fashion market, the biggest world four fashion show hold in New York, Landon, Paris, and ...view middle of the document...
So that’s means their company’s main target is not Asian country, also in the other ways, Asian country could be hidden market for them.
This exercise will help students create an inventory of brands they interact with each day even without realizing it. Students might notice a pattern regarding the ownership of brands by companies and their corresponding country-of-origin.
Product | Company | Country/Region (of company headquarters) |
Cellphone | Samsung | South Korea |
Earphone | Xiaomi | China |
Laptop | Gigabyte | Taiwan |
Shirt | H&M | Sweden |
Casual Shoes | Nike | USA |
Lotion | Calvin Klein | USA |
Mattress | Mattress King | USA |
3. Use the “2011 Ranking of Top 100 Brands” table to test the level of BoK of at least 5 people (excluding yourself). Examine and write a short reflection on how the extent of their knowledge varies with the lifestyles of these individuals.
I asked five people about top 100 brands to check their Brand Origin Knowledge of these companies. Mainly I asked to my friends these five companies such as Coca-Cola, Samsung, IKEA, Gucci, and Ferrari. Most of my friends already knew every company. It means their brand awareness is very high. However also most of them doesn’t know where they came from except Coca-Cola which is number 1, in “2011 Ranking of Top 100 brands”. I guess because of it from USA, even a lot of people think that H&M is American company. In this process, people displayed a tendency to know high ranked companies
Also their gender affected to these question that find out about five companies. For example girls knows better than guys about fashion part more than guys such as Gucci which ranked on 38th, also guys knows well about automobile part such as Ferrari even this company ranked on 99th.
4. Your textbook refers to the concept of perceptual maps. Construct a perceptual map using the following 2 dimensions: (i) product ethnicity (low vs. high), and (ii) level of BoK (low vs. high). Choose to represent at least 10 brands or product categories on the map. You may use the list of brands/categories...