- International Environmental Considerations
| BRANDING
- International Environmental Considerations |
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| .. | This Branding
unit is used in
o MGTC44 and may be referenced in o MGTD06 o MRK106 o CCT322 |
Not all of the material in this unit will be used in each of these courses; the amount of material covered will be indicated by the actual lecture given in class by the professor. Some courses cover this topic extensively, some courses deal with it briefly. |
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Style Magazine www.style.ca
is one of the leading publications of the Canadian fashion industry. Prof.
Richardson has, in the past, been involved in the garment trade as a business
owner and had written various articles on marketing and international business
topics.
In the edition of Style for Jan 2004, Prof. Richardson wrote an article about "Branding" and the influences of the 6 environments. |
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In
this article, Prof. Richardson is discussing the challenges of developing
a "Canadian Brand" for the clothing industry.
In addressing this formidable
challenge, Richardson explains that the ability to do this depends on how
we can deal with the influences of the
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Laura
Bogomolny, Staff Writer at Canadian Business magazine, put together an
interesting article in June 2004 titled "Land of the Bland: Why most
Canadian Brands lack Global Prestige"
Bogomolny quotes Prof. Alan Middleton (York U) et al to conclude we have not had any brands which are well known outside of Canada as being Canadian. Bogomolny suggests that the reason for this situation is our resource based economy Bogomolny says "...Canadian culture may be the true culprit. "We don't celebrate our brands," says Rob Guenette, Toronto president of the advertising firm Taxi. "When we have great brands, we tend to whisper instead of shout. The great brands of the world have been shouting for a long time." Tudhope thinks the Canadian psyche is just not promotional or aggressive enough." |
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1.
ski-doo - everybody all around the world calls it a ski-doo (whether it
is made by Bombardier or not) after the brand name of Bombardier's snowmobile
invention
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2.
CCM skates - thousands and thousands of American and European hockey players
know CCM hockey equipment as being one of the oldest and highest quality
brands in sports equipment.
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3.
Canadian Club Whiskey - one of the leading alcohol exports of Canada to
the U.S.A., Europe and Asia. Very famous among Tokyo businessmen.
(originally a Canadian company, now owned by Allied Domecq PLC of the U.K.) |
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4.
Buffalo Jeans
in Jan 2008 got an email from Tom S., student in MGTC44 at UTSC, Tom says "Hello Professor Richardson, Just a quick potential addition to your list of Canadian brands known outside of Canada: Buffalo: David Bitton (designer jeans) David Bitton began designing and put out his line of jeans in Montreal (one of my sisters went to school with his daughters), and Buffalo - David Bitton now has stores in Canada, the U.S., the U.K., Mexico, Cuba, Panama, El Salvador, the Philippines and Mexico. Personally, I'm not much for designer jeans, but the brand came to mind when reading that section on your website. Regards, Tom S" |
Blackberry - is well known around the world - but most people think it is American
Labatts beer - nope - it
is now owned by a European conglomerate
Molsons beer - no - about
to merge with Coors in the U.S.
Four Seasons Hotels - well known around the world, but most people think it is a U.S. company
Chips ! - Humpty Dumpty Snack
Foods Inc. - headquartered in Kitchener, Ontario with a strong market presence
throughout eastern Canada and the northeastern United States. Not enough
international activity to make it really famous worldwide