Maori branding is a form of brand differentiation whereby products are branded using New Zealand’s indigenous Maori culture. As Thomson (2015) points, one unique selling point that New Zealand possesses is the Maori culture due to its distinctness and uniqueness. The Maori culture is characterized by distinct cultural stories, images, names, places, and symbols. Additionally, the Maori culture has unique values such as manaakitanga which means hospitality, rangatiratanga which means integrity, whanaunatanga which means relationships, and many more.
The current global market
According to Kenyon, Ng-Loy & Richardson (2012), the nature of the current global market is that it is characterized by stiff competition from similar products from various places across the globe. Therefore, products and brands need to have a unique appeal to consumers for them to succeed in the international market. One way the New Zealand brands are ensuring this is through Maori branding. The Maori culture is known all across the globe for its unique traditional values and knowledge. These traditions are well admired across the globe and many buyers easily connect and relate to them. Therefore, the Maori culture does not only help New Zealand brands differentiate themselves in the global market, but it also facilitates the creation and retention of vital relationships between them and the clients. Thus, through Maori branding, the authenticity, value, and reputation of New Zealand’s products are enhanced.
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