Implications of Changing Influences on Consumers for Transnational Brand Management and Communications

Linda Caller
Sheila Byfield
Ogilvy Mather, United Kingdom



How we see ourselves

Our immediate mental image of the world is invariably based on a subdivision by country boundaries. This is based on how we are organised, but it is also how we see ourselves, first and foremost as members of our own nations. Indeed, as British citizens we have selected as our illustration in Figure 1  of the countries of the world, a map which places Great Britain in the central position, thereby immediately communicating our perspective on other countries!

Changing populations

Much is said these days about the major opportunities provided by the emerging Asian nations with a rapidly growing consumer base with both the desire and wherewithal to purchase. If we re-draw the world proportional to population, ( Figure 2) this highlights the scale of the issue. By 2000 Asia will account for 59% of the world population. Annual population growth rates for 1990 to 2000 are projected to be highest in Africa (3.0%), South America (1.8%) and Asia (1.7%) and although it is estimated that they will decrease slightly to 2025, will vastly surpass those in the developed world; growth rates in Asia will be more than four times the level for Europe. We cannot afford to remain Euro or America-centric.

Changing economies