Jeep leads list of 25 most 'patriotic' brands
DaimlerChrysler Wieck
The 1963 Jeep Wagoneer.
by Chris Woodyard, USA TODAY
It's the brand known for winning World War II, for providing reliable transportation for American GI's under the toughest conditions for generations. And lately, it has come to symbolize American ruggedness and a sense of adventure.
So perhaps it's appropriate that Chrysler Group's Jeep brand is named in a survey as the most patriotic brand from 197 famous brand names in 35 categories.
Heck, Jeep even beat out Coca-Cola, Levi's, Harley-Davidson and Disney in the top 25.
The survey of 4,500 consumers was conducted by a New York-based branding researching firm, Brand Keys, with the results released just in time for the Fourth of July holiday, the most patriotic day off of them all.
Jeep was one of only two auto brands in the Top 25. The other was Ford, in 16th place. Interestingly, no General Motors brands are on the list, including Chevrolet, which used to heavily hit patriotic American themes in its ads.
Jeep topped all others with a score of 98 out of 100 on a scale representing consumers' emotional engagement expectations, according to Brand Keys.
"As marketers traditionally operate on the Independence Day theory that a patriotic, flag-waving call-to-emotion will motivate consumers to behave more positively toward their brands, we wanted to see which brands actually led when it came to that particular value," says Robert Passikoff, president of Brand Keys, in a statement.
He says having consumers view a brand as patriotic goes way beyond trying to create flag-waving ads. It's ingrained — "more a question of whether that value is seen to part of the brand's equity, whether it's truly acknowledged on a deeply emotional and engaging basis."
Here's the Top 25 list:
1. Jeep (98%)
2. Hershey's (tie, 97%)
3. Coca-Cola (tie, 97%)
4. Levi Strauss (tie, 95%)
5. Walt Disney (tie, 95%)
6. Colgate (94%)
7. Zippo (93%)
8. Wrigley's (92%)
9. Ralph Lauren (91%)
10. Kodak (tie, 90%)
11. Gillette (tie, 90%)
12. New Balance (tie, 89%)
13. Harley-Davidson (tie, 89%)
14. Budweiser (tie, 88%)
15. Marlboro (88%)
16. Ford (86%)
17. Louisville Slugger (tie, 85%)
18. Smith & Wesson (tie, 85%)
19. General Electric (84%)
20. John Deere (tie, 82%)
21. L.L. Bean (tie, 82%)
22. Walmart (81%)
23. Craftsman Tools (tie, 80%)
24. Wilson Sporting Goods (tie, 80%)
Through the use of brand consumption community for the CLMV markets, I would recommend using the following brands: coke, colgate, Gillette, new balance, walmart, L.L. Bean, walt Disney, Wilson sports goods, and Kodak. All the brands mentioned above except Kodak is for the CLMV markets to catch up with other ASEAN countries. I believe that the CLMV countries to a certain extent do not have the fundamentals to go to an international level; Which means that from the mentioned brands, it can be a ladder for CLMV countries to get familiarized to basic consumer product sources. As for Kodak, I think it is more of an opportunity for it to expand through those CLMV countries. What Kodak could do is to market itself as the first brands to be able go into those markets, and eat up those shares. As for brands that I do not recommend would be Harley Davidson, John Deere, and Louisville Slugger. I think these three brand would be more of an advanced level for the growing of CLMV countries. In fact the prices of the product may not be affordable for those CLMV countries yet. Although it could be an opportunity to be able to capture the ones who have the purchasing powers in those countries, but it would be more of a minority of the market. Thus, for me, I think to be able to capture the basic consumptions would be more suitable for the CLMV countries, and after those CLMV countries are brought to a more international level, other brands could then go in and capture those portions of the market.
ReplyDeleteYi-Pin 5380002
For the brand consumption community for the CLMV markets, I will recommend the brand of food and beverage and consumer goods as Coke, Levi's, Colgate, Gillette, Marlboro. The product as I mentioned earlier are the brand the I think CLMV markets should be familiar with. Moreover the price of these brand are affordable for the CLMV markets. For the brand that should not use the brand consumption are the brand that the price is not affordable for the CLMV markets, such as Jeep and Harley Davidson. As we know that CLMV countries, people do not have much money to afford the high price of product, and the proportion of the Hi-so or rich people is few, so the growth of the brand is less. Then, they should not use of brand consumption community to CLMV markets.
ReplyDeleteRut Poolchan 5280342
the brands that i would like to recommend to CLMV market are the brands that usually offer for the mass products the people in the market can use and also familiar with the current consumption like Coca-cola or colagate and so on because the current consumption habit of the current people can offer the product as well as the culture and the infrastructure of the CLMV market usually not support to some brands like harley, so it would be good to offer the products that people can afford it and familiar with.on the other hand, the products that iwould not recommend to enter the CLMV market are the brands that usually offer the high end products like Harley because most of the people cannot afford it and it might not familiar with the current habit of the people in CLMV.
ReplyDeleteThinnakorn 5280337
for me, the brands that can and i would like to recommend to enter CLMV are the brands that give differentiate products to the marketlike harley, walt disney because these kind of brand can attract more customer in the market in terms of new product to them and can make profit from it. in contrast, the brands that i would not recommend to enter the market would be the brands that offer the thing that already exist to the people like colgate because people usually get used to the current products in the market, so it will make the high barriers to enter the market and also cost to much to gain market share as well.
ReplyDeleterutsee 5280544
Looking at the CLMV market, they are still developing countries but we can see that they are emerging countries that are growing very fast. But still their GDP is still very low, the population in these countries may have low purchasing power and in terms of brand consumption more brand are trying to get into these countries. As they are still developing countries, most people are not well educated so in order to identify that the product is a good quality product or not, most people in these countries used brand to identify.
ReplyDeleteAs a getaway to ASEAN’s CLMV market through the use of brand consumption I would recommend the brand that are already well known and are familiar with ASEAN people such as Coca Cola, Levi, Colgate, Wrigley, Gillette and Marlboro. Not only these brands are familiar for ASEAN people they also have an emotional engagement with the market since they are familiar with the people therefore these brands have higher chance to be successful in these market. Unlike brands like Harley Davidson, Louisville Slugger, John Deere, L.L. Bean, Walmart and Craftsman Tools that we rarely see products with these brands exist in the ASEAN market. Which make it hard for the brand consumption community to consume these brands since they are not familiar with the brands.
Titinun S. 5280330
From my understanding, “brand consumption community” refers to group of people consuming the same brand. To enter the market easier, that particular brand must be well-known around Asean region and popular to a certain extend. Therefore, the brand that I would recommend are brand those I have heard of and I believe that it is also popular enough that other people have heard and use it before like coca-cola, Colgate, walt Disney, Jeep, wringley, ralph lauren, Harley-Davison, Kodak, Malboro, Ford, General electric. However, brand that don’t recommend are those remaining brand that I have never heard of in my entire life and I don’t think it’s even exist in Asean region like Levi Strauss, Louisville Slugger, Smith & Wesson, L.L. Bean, John Deere and Wilson Sporting Goods. For Budweiser, although it is quite famous beer brand but I don’t think it will be successful since the price is higher than the domestic beer with same quality like chang and singha, and moreover, in clmv country, they also have their own brand which again, is cheaper and I’m guesting people would probably choose to drink domestic beer.
ReplyDeleteLaksina P 5280096
CLMV countries are still developing countries hence why majority of target consumer have lower purchasing power and education. Therefore, for CLMV market, brands that are suitable for brand consumption community are brand that are mass, well known and involve in everyday use. Brands that I recommend to use brand consumption are Coca Cola, Colgate, Gillette's, Marlboro, Levi, Wrigley's which are brands that are close to target consumer's everyday life. For brands that I do not recommend are Harlet Davidson, Ralph Lauren, New Balance, Wilson Sporting Goods, Louisville Slugger or John Deere
ReplyDeleteMeena T. 5280712
I think that it’s quite difficult for some brand to capture the new market in CLMV market by extend to Thailand as a gateway. The use of consumption community means like people in the specific community consume the familiar product or brand in the countries. Due to CLMV countries are the developing countries, the consumption rate or GDP in the countries might not so high because people may spend less. Some of strange brand name might not be success if they expand to those countries. They should sell product that can sell low price and looks familiar in global such as daily and compliment product. Brand which I recommend to use brand consumption are Coca Cola, Hershey, Colgate, Kodak, Gillette, Jeep, Marlboro, New balance, Ford, and Walt Disney. These brands which mentioned are well known brand that can suit with the brand consumption community in CLMV countries. However, the brands such as Levi, Zippo, Wingley, Budweise, Louisville Slugger, John Deere, L.L. Bean, Craftsman Tools, Walmart will not recommend to extend the product in the countries. Because the brands that I mentioned are the unfamiliar brand that brand consumption community might not know, it is not the good idea to extend the product and get negative value to their firm. It can take time and waste cost to make the brand awareness if those brands are actually wanted to expand.
ReplyDeleteTanakorn Toonkumthornchai
5280850
Brand consumption is the study investigates of how customers use brands to construct their self. Focusing on the consumer's experience of brands, the study of how to interprets customers response towards brands. If to use the brands to extend to Thailand as the gateway to Asean's CLMB markets, I would suggest to use coca-cola to be the best brand here to extend here in Thailand, because the other top brands, even though most of it Thailand might hear about it, but definitely Coca-cola is a brand that everyone hear and drinks often. On the other hand, Brands like Harley-Davidson, budweiser, marlboro and etc are in the top listed here, but its totally unfamiliar here in Thailand, therefore, the result wont be better compare to Coca-cola that i suggested above.
ReplyDeleteWei-min Lin 5180682
For the brand that i recommend to enter clmv market is that brand that is affordable such Colgete, Gillete, Coca-cola that is suite for the this particular market that people has low purchasing power in the premium brand. Brand that i mentioned above is more familiar than the brand like Budweiser, Harley-Davidson and so on. On the other hand, the top listed brand like Harley-davidson and Jeep, people in clmv market may not familiar with because of its High-end product that this market cannot bear. Therefore, Choosing brand that people most familiar with and affordable would be suggested
ReplyDeleteChavit Tirarattnakul 5280870
for the brand that i recommend to enter CLMV market is the brand that suitable for everyday consumption such as gillete, colgete, coca-cola and marbolo. these brands can capture large amount of market coverage. another reason because of affordable price and also these brand already has a strong positioning. brand that i do not recommend is the brand that have an expensive price or minimal valuable such as jeep and disney. jeep is a car and it is quiet expensive that many people cannot afford.
ReplyDeletepassavee sakesuwan 5380038
According to the question, the brands that I would like to recommend for CLMV market are Cola-Cola, Colgate, Gillet and Walmart. Since the CLMV market is the growing market, so those brands that I recommend are the commodity products that the price is affordable, and the customers do not need to acquired the knowledge to use them because they are quite familiar with. For Wal-mart, it is the retailer that can offer the low price which suits to this market, so I think it would be great if Wal-mart can go for this market. For the brands that I did not recommend to go to CLMV market are Harley Devidson, Ralph Lauren and New Balance. It is because those brands offer the products that quite niche and the price is not affordable. Those brands may not get the market coverage due to the economic, and the population that is still not ready for those brands. Moreover, the products from the brands that I did not recommend, the customers may not perceive the value of them, so they are not going to support.
ReplyDeleteChalisa 5280418
As the CLMV market is the group of countries where the tendency of economic growth is growing constantly. Therefore, the brands i would like to recommend are the brands that produce consumer products. These brands are Hershey, Coca Cola, Colgate, Marlboro, and Gillette. Consumers in these countries started to have more income than in the past due to the economical and political changes, such as Burma that they just open the country. Consumer products are things people have to use mostly in their daily life, it is not the unnecessary products. It will be a very good chance for these brands to enter to CLMV market and could enjoy success like many brands has already achieved in China when they opened the country many years ago. For the brands that i do not recommend are Jeep, Ford, Smith, Wesson, Ralph Lauren, and GE. in my opinion, i think that the average income of the population in CLMV market is not many enough to purchase for the complex buying goods, normally, it is quite expensive. Consumers might not see the reason to buy for these types of goods.
ReplyDeleteThanawat 5280542
The brands recommended are Coca-Cola, Colgate, Gillette, and Marlboro. Reasons for choosing these brands are because they are brands that people in the area would be familiar with and feel more connected to. It is also something that they would see or use and fit with their lifestyles. Moreover, the CLMV countries are emerging developing countries so these products would be affordable to them. Brands that are not recommended are Walmart, and John Deere. For these two brands, people are not familiar with them, some might heard of it but don’t’ know what it does or some might not even have heard of it. Walmart is not recommended because it would be something really new in the area and not everyone has heard of it, plus if it wants to go to CLMV countries by extending into Thailand, then it has to fight with dominant competitors in Thailand like Tesco and Big C. As for John Deere, it sells agricultural machinery which might be a good idea as it has a clear customer group. However, the problem is that most agriculturalists here didn’t use the product from this brand. Some other brands like New Balance and Ralph Lauren might not be affordable too.
ReplyDeleteNicha Kongsomboon 5380020
Although CLMV market is the countries that grow fast, they are still developing countries and their GDP is considering low, so the population in that countries. In my opinion, the brands that I would recommended to CLMV market is the brands that provide mass product and also familiar to current consumption of people like Coca Cola, Levi, Colgate, Gillette, and Marlboro. Additionally, they are the brands that people can afford due to the low purchasing power. Or other brands, this market lack of actors that will support and cab be an obstacle to them such as culture and infrastructure as well as the purchasing power of population may not enough to afford some brands that are high end products and not familiar to people such as Harley.
ReplyDelete5280896 Nuttakorn
The brands that I would recommend to use the brand consumption community in Thailand as a gateway to ASEAN’s CLMV markets should be the brands that target their consumers and communicate basing on the consumers a certain lifestyle that would be distinct and differ from other brands or products available in the market. The brand should be able to offer the group of consumers with a shared sense of difference from those who are not included in the community, a special sense of belonging. With enough resources, nearly all brands could build brand consumption community, but in order to expand to CLVM, they would need to be able to capture the opinion leaders of Thai consumers. The products may need to have high ticket item or with products that are elastic with a line of products that reflect specific lifestyle in order to be successful if they were to approach the consumers by using brand consumption community. However, the brands would need to bare in mind the Asian culture that differs from Western culture and make sure that their products fit with the market. Furthermore, it should consider its competitors and competitive scope as well. Therefore, the brands that I would suggest to use brand consumption community would be as follows: Jeep, Hershey's, Coca-Cola, Levi Strauss, Walt Disney, Zippo, Ralph Lauren, New Balance, Harley-Davidson, Budweiser, Marlboro, Ford, Smith & Wesson, Louisville Slugger, Wilson Sporting Goods, John Deere, L.L. Bean, Craftsman Tools and GE (specific industry such as banking).
ReplyDeleteThe brands which I do not recommend to use brand consumption community are Walmart, Colgate, Wrigley's, Gillette as they might require higher resources than necessary.
Sakotkarn Thanadsornsarn 5380242
In my opion, I recommend Hershey, Coca-Cola, Colgate, and Marbolo to enter the arean's clmv market. The reason is because people are familar with these brands. Moreover, consumers do not afraid to buy these brands. The well know of the brands is cleary by themself and the brands stay for the long period of times. Moreover, a lot of customers may see the advertisment for the long period so they do not afraid to try and be welcome if these brand established a lot of the products line.
ReplyDeleteIn contrast, I do not recommend warlmart and new balance to enter to the clmv market. The reason is becasue the country is developing country meaning people may not ready to accpet the commercialize system. Moreover, Walmart's concept is "every day low price" so it may effect the local shooping center at each country. Moreover, new balance is the new kind of the sport equipment, especially sport shoes. But it may not well know as Nike or Adidas. Then people may not familiar or may not willing to try this new sport shoes.
Thanika 5380042
When it comes to CLMV market, the major issues that need to be put into consideration is familiarity and reachability especially when dealing with culturally heavy society like Thailand. Therefore, considering the percentage from the information on brands given in the article, we have to look for those that not only familiar to normal Thai people, but also something that they consume or apart of their daily life which they must be willing to buy without hesitation. The most appropriate potential of CLMV countries is the ability to capture basic consumptions within the jurisdiction area, yet there is a limit of how far it can and it should go. The top brand I would recommend would be Coca Cola, Colgate, Gillette and Disney. They are in line with the criteria mentioned and the brand that I would not recommend would be Harley Davidson, John Deere, Ralph Lauren and Slugger which are brands that are too bizarre for major population.
ReplyDeleteSawang 5280815
According to the content, brand consumption that I would recommend to CLMV market will be the brand that Thais tend to be familiar with and can gain acceptance easily. This is because Thais tend to try out the products of brands that they used to know, so brands that I would recommend will be Coca-Cola, Levi Strauss, Marlboro, Walt Disney, Gillette, Kodak, Hershey's and For. Some of these brands are in food industry or come are in clothes industry, but these brands will gain brand diffusion more than some brands that have never been in Thai market before like John Deere, L.L. Bean, Walmart and Craftsman Tools.
ReplyDeleteAlthough CLMV has a potential to grow in term of economy and market in the future; however, it needs long time to develop the economy and the market as the GDP of CLMV is still very low, far behind from other developing countries. Therefore, to choose the brand that can sell well in these countries, I would choose only 4 brands which are Coca Cola, Colgate, Gillette and Marbolo, and the brand that I would not recommend are Ralph Lauren, New Balance, Ford and Walmarts.
ReplyDeleteThere are two reason why I recommend the above four brands, it is because of consumption behavior and the brand itself. By the consumption behavior, I believe that most consumers are already familiar with these four brand, they are aware, recoqnize the brand, and some are already brand resonance. For example, when they think of soft drink, it is probably sure that they will say "Coca Cola", cigarette, of course "Marbolo", toothpaste "Colgate" and when think of shaver, yes "Gillette". Additionally, because CLMV's economy is still needed to develop; this implies that people tend to spend less as they have low income, so the product that they purchase will not to be expensive that they can afford, and these four brands are affordable price products that they can afford. Also, as these four brands are famous, worldwide brands, the brand can sell itself; thus, it would be easy for marketer to target and promote the products in CLMVas the brand is already strong.
In contrast, Ralph Lauren, New Balance, Ford and Walmarts are the brands that I do not recommend since Ralph Lauren is premium brand, and needed high promotion to target CLMV market since it is not aware by many people. Likewise, for New Balance, I think it is better to promote their national sport brand or worldwide sport brand like Nike and Addidas rather than New Balance, as well as Fords, it is way expensive that ISUZU, Toyata since in term of maintenance. Also, for Walmarts, I think it is gonna fail/ lose if sell in these countries as Walmarts strategy does not match with CLMV's consumer behavior; for example, Walmarts allow their customers to return their products if they are not satisfy, and by this, I believe that people in CLMV countries would return they product frequently, not becuase of they dissatify, but because they wanna get back money and buy new thing. Furthermore, comparing with Tesco or BigC, Walmart would sell less in CLMV than these two discount stores since Walmart's thing is more quality, and only require big size of shopping place, where Tesco and BigC adapt their sizes to fit the environment such as Tesco express and Mini BigC.
Suwisa Wattanasin 5280765