Nationalistic marketing adds significant value to branding. By inflaming our sense of national pride, marketers can better promote their products or services. A great example of nationalistic marketing is by Molson, the world’s seventh-largest brewing company in Canada. Recently, Molson’s beer commercial associated its brand with Canada in hopes of triggering consumers’ national pride. As a result, it experienced an increase in sales in the Canadian market. Molson had a great success thorough using its new slogan – “I am Canadian”.
Nevertheless, Molson’s success will not be sustainable unless the product carries additional value. This means that the other components of the marketing mix such as price should reflect the value of the product. Companies’ marketing tactics exciting the sense of nationalism, as a means to maximize profits, do not necessarily become a serious social problem unless it is viewed as nationalistic propaganda. On the flip side, marketing tactics appealing to patriotism would end in failure if companies do not understand customers’ dissatisfaction regarding their products or services. Therefore, no matter how well a company’s nationalistic marketing strategies are, sales would still plummet if the product itself were a disaster.
In conclusion, marketers should comprehend customers’ wants and needs in order to add value to their brand, rather than simply depending on the appeals of customers.
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