{"id":9860,"date":"2017-07-28T09:18:09","date_gmt":"2017-07-28T02:18:09","guid":{"rendered":"http:\/\/yup.edu.vn\/?p=9860"},"modified":"2017-07-28T09:19:08","modified_gmt":"2017-07-28T02:19:08","slug":"marketing-dua-tren-tinh-than-dan-toc-dung-sao-cho-dung","status":"publish","type":"post","link":"https:\/\/yup.edu.vn\/en\/marketing-dua-tren-tinh-than-dan-toc-dung-sao-cho-dung\/","title":{"rendered":"Marketing based on national pride \u2013 how to use it correctly"},"content":{"rendered":"

A brand's national identity is more than a \u2018ploy\u2019 to attract customers. According to expert Nguy\u1ec5n Phi V\u00e2n, it is also a form of \u2018soft power\u2019 when the brand gains recognition by representing an entire country.<\/span><\/strong><\/span><\/p>\n

In May 2016, as the United States buzzed with excitement over the approaching presidential election, Budweiser, a famous American beer brand, announced that it would change its packaging and even its brand name to \u201cAmerica.\u201d<\/span><\/p>\n

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Since 2011, the brewery has released specially designed summer cans featuring the American flag, the Statue of Liberty, or blue, white, and red stripes to express patriotism. Tosh Hall, creative director of branding company JKR, said: \u2018We think nothing is more iconically American than Budweiser.\u2019 Holding a Budweiser can means \u2018America in your hands.\u2019 This is one of many marketing campaigns based on patriotism.<\/span><\/p>\n

In the United States, surveys have even sought to identify the most patriotic brands, with names such as Jeep, Disney, Levi Strauss, Ralph Lauren, Ford, Coca Cola, and Jack Daniel\u2019s topping the list. A brand\u2019s national character is not merely a \u2018tactic\u2019 for attracting customers. According to expert Nguy\u1ec5n Phi V\u00e2n, it is also a form of \u2018soft power,\u2019 when a brand earns recognition by representing an entire country. To achieve this \u2018soft power,\u2019 a marketing campaign based on national sentiment needs the following characteristics.<\/span><\/p>\n

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National Pride:\u00a0<\/strong>A nation\u2019s pride and spirit are the key elements and foundation of a marketing strategy based on national sentiment. They are also the main psychological appeal used to invite customers to choose a product. For example, Myanmar\u2019s City Mart supermarket chain recently ran a major advertising campaign called \u2018Pride of Myanmar.\u2019 All goods labeled \u2018Pride of Myanmar\u2019 were domestically made, with a focus on the country\u2019s traditional signature products. This promotional program will help domestic businesses develop through a shared national spirit.<\/span><\/p>\n

Protecting domestic goods:<\/strong>\u00a0Part of this factor has an anti-foreign character, urging and rallying consumers to buy and use domestic goods to support and protect local businesses. For example, the Dicksmith brand in Australia ran marketing based on the concept of \u2018buy Australian,\u2019 opposing the entry and dominance of foreign brands and the disappearance of domestic brands and products.<\/span><\/p>\n

Territoriality:\u00a0<\/strong>Holidays and strongly local cultural imagery provide material for marketing based on national pride, such as the Statue of Liberty in the United States. These occasions and images appear throughout advertising and promotional content to connect with consumers\u2019 patriotic feelings. Budweiser\u2019s renaming of its bestselling beer as \u2018America,\u2019 or placing the Statue of Liberty on bottles, clearly illustrates this strategy.<\/span><\/p>\n

According to communications and marketing expert Nguy\u1ec5n \u0110\u00ecnh Th\u00e0nh, the Japanese have been very successful in appealing to consumers' patriotism and national pride. Many retailers arrange products in two distinct sections: 1 labeled made in China and 1 labeled made in Japan, with the latter priced twice as high. Japanese consumers tend to buy domestic goods to support their country. Koreans have succeeded by showing domestic films during prime time on TV and imposing quotas for Korean films at favorable cinema times to accustom audiences to watching them. Actors in these films also use Korean-made goods (for example, Samsung phones instead of iPhones).<\/span><\/p>\n

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Mr. Th\u00e0nh also noted that alongside successful campaigns, many attempts at this type of marketing have failed. Examples include Trung Nguy\u00ean urging patriotic consumers to drink its coffee amid the arrival of foreign coffee franchises, or Ng\u00f4 Thanh V\u00e2n crying when \u2018T\u1ea5m C\u00e1m\u2019 was not shown at foreign-owned CGV cinemas. In the US, McDonald's \u2018We remember 9\/11\u2019 campaign commemorated 9\/11 to promote unity and national spirit, but consumers accused it of \u2018using a disaster to sell products.\u2019<\/span><\/p>\n

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Discussing this question, expert Nguy\u1ec5n Phi V\u00e2n says that before considering any kind of marketing, businesses first need to research, innovate, and produce quality products or services that can compete on equal terms with others in the same sector, particularly imported products and services.<\/span><\/p>\n

Consumers buy products and services. If these do not meet their needs, even if they buy once out of national pride, how many more times will they keep buying that emotional value? Or will they support the company\u2019s patriotic spirit on Facebook while \u2018quietly\u2019 buying foreign products to use? Why not, if imported goods are better and cheaper? Does that make them unpatriotic? The first necessary and sufficient condition is to create competitive products that benefit consumers. Drawing on national pride comes afterward; it is only a communications approach for attracting consumers, not the foundation of marketing and branding.<\/span><\/p>\n

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Businesses need to \u201cinclude,\u201d not \u201cexclude.\u201d Inclusion means bringing more and more people together with us and with one another around a shared goal of liking, loving, and supporting the national spirit. When consumers see a declaration, a flag, a spirit serving a purpose greater than selling, they will come voluntarily and want to join that shared movement. Those not yet included should be thanked and engaged in dialogue just like those already in the movement. They will understand when the business does better and tries harder. If our dialogue and communications become extreme and exclude those who do not follow, the business is dividing the spirit rather than building it.<\/span><\/p>\n

The use of national imagery, culture, and identity should also be subtle, like South Korea's Hallyu wave gradually permeating and deeply engaging its fans. The most effective marketing based on national sentiment uses \u201csoft power,\u201d rather than loud calls, waving flags, mass demonstrations, or openly declaring opposition to foreign brands. Sustainability comes from gently earning others' affection and support. Stirring consumers with high-profile campaigns only makes them overexcited at a particular moment before the enthusiasm fades. If we keep repeating \u201cVietnamese people use Vietnamese goods\u201d as a slogan, soon there may be no Vietnamese brands left. Does the press not report daily on foreign goods dominating Vietnam's market? Unless we start at the roots by building sustainable domestic brands, understanding consumers, and continually benefiting them, national sentiment will eventually wither too.<\/span><\/p>\n

Marketing based on national pride is no longer new, but perhaps it will never be considered old. National pride is deeply rooted in every country and binds individuals within a nation. Yet implementing this approach successfully has never been simple. Merely printing a national flag on product packaging will not invite customers to stay with you for the long term.<\/span><\/p>\n

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Collected<\/strong><\/span><\/p>\n

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\u00a0<\/span><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"

T\u00ednh d\u00e2n t\u1ed9c c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 l\u00e0 \u201cchi\u00eau b\u00e0i\u201d \u0111\u1ec3 l\u00f4i k\u00e9o kh\u00e1ch h\u00e0ng, m\u00e0 theo chuy\u00ean gia Nguy\u1ec5n Phi V\u00e2n n\u00f3 c\u00f2n l\u00e0 m\u1ed9t \u201cquy\u1ec1n l\u1ef1c m\u1ec1m\u201d, khi th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ea1t \u0111\u01b0\u1ee3c ti\u1ebfng t\u0103m nh\u1edd \u0111\u1ea1i di\u1ec7n cho c\u1ea3 \u0111\u1ea5t n\u01b0\u1edbc. V\u00e0o th\u00e1ng 5\/2016, khi c\u1ea3 n\u01b0\u1edbc M\u1ef9 \u0111ang s\u00f4i s\u1ee5c […]<\/p>\n","protected":false},"author":1,"featured_media":9857,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[134],"tags":[],"class_list":["post-9860","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article"],"_links":{"self":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/9860","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/comments?post=9860"}],"version-history":[{"count":2,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/9860\/revisions"}],"predecessor-version":[{"id":9863,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/posts\/9860\/revisions\/9863"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/media\/9857"}],"wp:attachment":[{"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/media?parent=9860"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/categories?post=9860"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/yup.edu.vn\/en\/wp-json\/wp\/v2\/tags?post=9860"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}