Genghis Khan is now a brand. In fact, the Mongolian parliament has created a law that enables the government to use Genghis Khan as a licensed brand and image. His empire may have vanished 700 years ago, but his brand is very much alive. Genghis Khan Vodka will be one of the first extensions of his brand.
Implications - As consumerism increases worldwide with globalization, people, countries and monuments that, due to Orientalism, were considered mystical or sacred, are being commercialized and branded. There are global opportunities to turn almost anything and everything into a licensed brand This appeals to a younger consumer that has grown up under corporate capitalism.
1. Global Branding of Historical Figures - There is a trend towards commercializing and branding historical figures, such as Genghis Khan, appealing to a younger consumer base.
2. Commercialization of Cultural Icons - Cultural icons that were once considered sacred or mystical are now being turned into licensed brands, creating opportunities for global branding.
3. Globalization and Consumerism - The increasing consumerism worldwide, driven by globalization, opens up opportunities to turn almost anything and everything into licensed brands.
1. Alcoholic Beverage Industry - The creation of Genghis Khan Vodka highlights the potential for branding and commercializing historical figures within the alcoholic beverage industry.
2. Tourism Industry - The commercialization and branding of historical figures and cultural icons provide new opportunities for the tourism industry to attract visitors interested in experiencing these brands firsthand.
3. Licensing and Merchandising Industry - The trend towards turning historical figures and cultural icons into licensed brands creates a demand for licensing and merchandising services to capitalize on these opportunities.