Deterritorialization: Global Flows and Brand Positioning

Deterritorialization and Identity Formation

Territory does not provide a specific identity; everything depends on the landscapes, which are affected by mobility and migration. Everyone builds their own identity.

Appadurai's Five Global Cultural Flows (Scapes)

These flows are typically divided into five interconnected dimensions:

• Ethnoscapes: Refers to origins according to family—how identity is formed based on family ties, not necessarily birthplace.
• Technoscapes: How technologies are established and influence different patterns of consumer behavior.
• Financescapes: The movement of money across borders and how consumers relate to these global financial movements.
• Mediascapes: How information and images are transmitted across borders.
• Ideoscapes: Contains political ideas and ideologies that change the way we perceive the world.

Key Assertions on Globalization and Brand Strategy

5. Global brands believe that all people are motivated and persuaded in the same way.
   FALSE. Brands recognize that everyone is different, requiring varied approaches to persuasion (not manipulation).
6. A universal global theme from the brand reflects an unavoidable and unconscious ethnocentrism.
   FALSE. Universal global themes are often focused on addressing or leveraging this ethnocentrism.
7. The destination statement only changes when the brand repositions itself.
   TRUE. The brand's position remains stable; changes typically occur in the target segment, which necessitates adjusting the destination statement.
8. Globalization is a major element of change in global markets.
   TRUE. We must thoroughly understand and consider new markets.
9. The consumer's behavioral response to the destination statement is unconscious.
   TRUE. We often do not fully know or understand the unconscious behavioral responses of our consumers.

Defining the Destination Statement

The Destination Statement defines how the consumer will think, feel, and act in relation to the brand. It focuses exclusively on the target audience and segment. It articulates how the brand explains itself and how it expects consumers to think, feel, and act consistently.

Elements of the Company's Destination

The actions and feelings of the consumer regarding the brand must be perfectly described. Key elements include:

• Type of company (long-term vision)
• Who we will sell to (target market)
• Attributes and benefits of the brand
• Company's intangible attributes (e.g., expertise, core capabilities)
• Desired customer interaction: How do you want customers to act with respect to the brand, and what is the brand's importance to the consumer?