Overview: A New Approach to Global Marketing

Jun 24, 2015

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This chapter is from the book 

New Brand Leadership: Managing at the Intersection of Globalization, Localization and Personalization

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Changed Perception of Value

The game-changing trends are affecting customers’ branded experiences because expectations have changed. Altered expectations change the customer’s approach to assessing the value of a brand. Marketers have been their own worst enemies by letting the idea of “value” become a substitute for “low price.” Value can happen at any price point: “That’s a great value” can apply to a Mercedes and a Kia; it can apply to a shoe from Designer Shoe Warehouse and from Saks Fifth Avenue. It applies to Aldi supermarkets and to Harrods food court. Value is in the eye of the customer, and it is learned from interaction. The trends and forces affecting brands have now affected changes to the way in which customers perceive brand value.

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