Do you realize that the worldwide franchise wave is heavily influenced by propaganda and promoting slogans? Take McDonald’s with their “I’m Lovin it”, KFC with their “finger-licking good” slogan (before it was finally removed when the pandemic hit), or Mixue with their “Share your sweetness – spread happiness” slogan, which consists of just these a couple of words and is capable of hypnotize many individuals world wide. Slogans should not only the corporate’s identity, but in addition the message that should be conveyed in order that the product sticks within the minds of the recipients. But after all you think that that price battle is one in all the aspects that permits a franchise to survive.
But take the case of Starbucks. In some countries, Starbucks is kind of an expensive product, but still highly regarded. Slogans can create a relationship between a product and its audience through emotions. For society to turn into attached to the slogan within the hope that by purchasing the product they’ll feel something good or contribute to something good. Like Starbucks with its slogan: “To encourage and nurture the human spirit, one person, one cup and one neighborhood at a time.
It also can’t be denied that the standard and taste of the products of this franchise are beyond doubt. They proceed to innovate. But let’s discuss something else. How lots of the above franchise advertisements have you ever seen and even remember? Those of you who’re K-drama lovers obviously know Subway. A brand that has appeared in lots of K-dramas. Or who remembers the Domino’s Pizza commercials that flourished after South Korea’s top actors appeared? There is, after all, also McDonald’s, whose iconic advertisements can often be seen, especially when an important holidays in a given country are approaching.
As in Asia itself, where there are a lot of cultures, McDonald’s promotes the principle of “Think globally, act locally” with promoting in several countries where Ramadan, Eid and Christmas are approaching, including Indonesia, Malaysia and Singapore. Presenting an interesting commercial could be a special experience for the recipients, because promoting can construct intimacy. Advertisements can construct memories from audiences’ pasts and even embody memories audiences wish to construct. As within the above-mentioned cases, through promoting, recipients also feel that they’ll reach the products that their idols eat.
However, if we try to search out a correlation between all this, the foundation explanation for the spread and dynamics of this franchise is globalization. Products that were previously only available door-to-door or in family businesses can now develop rapidly due to multi-faceted digitalization. Information is now easily accessible to everyone. That’s why the franchise is consistently innovating in alternative ways, not only by presenting latest menus, but in addition by presenting attractive and iconic marketing.
Moreover, if you happen to have a look at the market opportunities, many countries in Asia have huge market potential. Let’s call it India, China and Indonesia, which have the biggest population on the earth. Taking advantage of the convenience of knowledge and market opportunities, the above franchises can use marketing as a solution to expand their franchise. Indeed, their products are capable of compete also by way of quality and price, however the impact will likely be quite large in the event that they should not balanced by attractive promoting. So attractive marketing could be probably the most effective solution to grow your enterprise.
In fact, there are a lot of food brands on the earth, but only a couple of of them are capable of innovate and still attract the eye of consumers. This is inextricably linked to the points above. In Asia itself, after all, you regularly see brands from the above franchises in lots of corners of the cities in your country.
Do you realize how lots of you purchase the above product out of interest within the presented menu or under the influence of advertisements and slogans? There’s nothing flawed with it. However, advertisements and slogans play a crucial role in a product because they’ll convey a message and construct intimacy. And it’s human nature to try something out of curiosity. So which product is your favorite?
Reference:
Didi, Irena. Branding strategy: meaning, elements, advantages, do it, examples. Glints.com
Light, Larry. Brand meaning: the strategy behind the “I prefer it” slogan. Inside.com brand strategy
Slogan vs tagline: what is the difference and why are they necessary? Indeed.com
