36F-3

N. J. DE MESA, Institute of Food Science, Cornell University, Stocking Hall, Ithaca, NY 14850

Iconic brands, according to Douglas Holt, can be designed by creating "identity myths" that pacify collective anxieties resulting from acute social change. Holt's formula in brand building involves targeting national contradiction; creating charismatic visions; mirroring the rebel in a customer's thoughts and emotions; drawing on political authority to rebuild the “identity myth”; and, focusing on cultural knowledge. It is based on historical studies of several iconic brands in the United States. His systematic model of cultural branding is used in the analysis of an accidental iconic instant noodle brand. Lucky Me! owns at least 60% of the market share of instant noodles in the Philippines, toppling Maggi, Nestlé's local noodle brand.

This study's objective is to use Holt's model in demystifying Lucky Me!'s domination of the Philippine instant noodle market.

A major reason behind Lucky Me!'s success is the power behind its brand. It has become an icon by banking on traditional Filipino values. It targets the intense anxiety and desire of society, and frequently reinvents its image as it continually peels layers of Filipino values that need reinforcement. The cited example illustrates how the brand draws on the image of the ideal homemaker versus that of a working mother in present society. Limited by multiple duties at work and at home, today's Filipino mothers still try fit into the ideal framework. Since being one is physically impossible, they rely on the Lucky Me! Mommy icon to “repair” their emotional angst.

Many multinational food manufacturers based in North America and Europe have failed to successfully penetrate several Asian markets. They have placed so much faith in their legacy and size that they have forgotten to study the psyche of a culture. Embodiment of this marks successful branding. Without it, advertising becomes a carnival stilt walk.

Session 36F, Marketing & Management: General
8:30 AM - 12:00 PM, Monday AM Room Hall I-2

2005 IFT Annual Meeting, July 15-20 - New Orleans, Louisiana