1 / 17

INTERNATIONAL MARKETING MANAGEMENT

INTERNATIONAL MARKETING MANAGEMENT. SESSION 15: BUILDING AN INTERNATIONAL BRAND ARCHITECTURE. 1. THE ROLE OF INTERNATIONAL BRANDING. Increased attention to brand-building - visibility - channel power - cost economies Strong brands as a valuable asset in international markets

allene
Download Presentation

INTERNATIONAL MARKETING MANAGEMENT

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. INTERNATIONAL MARKETING MANAGEMENT SESSION 15: BUILDING AN INTERNATIONAL BRAND ARCHITECTURE 1

  2. THE ROLE OF INTERNATIONAL BRANDING • Increased attention to brand-building - visibility - channel power - cost economies • Strong brands as a valuable asset in international markets • Branding as a central component in international marketing strategy 2

  3. KEY DRIVERS OF BRAND ARCHITECTURE • Internationalization of markets • Industry consolidation • Increasing power of brands • Rising media costs 3

  4. WHAT IS AN INTERNATIONAL BRAND? • Brands available in multiple countries • Global brands (Coca-Cola, Disney, Kit Kat) • Regional brands (Good Humor, Ariel) • Multi-country brands (Marmite, Walls, Algida) • Same brand name, different positioning (Mars) 4

  5. WHAT IS A GLOBAL BRAND? • Geographic reach • Uniform positioning and image worldwide • Perceived by consumers as global 5

  6. SOME EXAMPLES OF GLOBAL BRANDS Coca-Cola McDonald’s Nike Shell 6

  7. ADVANTAGES OF INTERNATIONAL BRANDS • Strong customer recognition/reassurance • Economies of scale and scope • Leverages power with retailers • Consolidates efforts across countries • Potential for extension 7

  8. DRIVERS OF A FIRM’S BRANDING STRATEGIES • Geographic extension of ‘power’ brands- e.g. Mars, Coca-Cola • Acquisition of local (national) companies and brands- e.g. Best • Integration of country-centered organizations- e.g. Unilever, Nestlé • Growth of brand alliances (co-branding)- e.g. Cereal Partners, Snack Ventures 8

  9. A TYPOLOGY OF BRANDS • Corporate brand names- e.g. Shell, Kellogg’s, Philips, Heinz • Product brands- e.g. Tide, Marmite 9

  10. A TYPOLOGY OF BRANDS…CONTINUED • House/family brands- e.g. Good Humor, Pedigree, Nivea, Goya 10

  11. BRAND HIERARCHIES Corporate brands (Shell, Philips) House brands (Walls) Corporate-dominant Dual brands (Philips, Whirlpool) Endorsed by corporate brand (Nestle, Cadbury) Mixed Mono-brands (Tide, Pampers) Brand extensions Brand-dominant 11

  12. PRESSURES FROM BOTH ENDS OF HEIRARCHY • Corporate identity/endorsement • Brand extensions More mixed strategies 12

  13. INTEGRATING THE INTERNATIONAL BRAND PORTFOLIO Portfolio ofmono brands(Mostly local) (Akzo Nobel) Partially integrated structure (Kleenex) International brand heirarchy (Nestlé) Transition to integration Unintegrated Integrated 13

  14. CUSTODY DRIVERS • Structure of international brand portfolio • Organizational structure • Power of local brands • Management vision 14

  15. ALTERNATIVE CUSTODY STRATEGIES • No international management strategies • Negotiation between corporate H.Q. and local country managers • Brand champions • Corporate guidelines (brand manuals) • Centralized control Degree of Centralization 15

  16. CUSTODY ISSUES EXISTING PRODUCTS • Establishing and MaintainingBrand Harmonization NEW PRODUCTS • Monitoring Brand Extensions • Monitoring Line Extensions Content Process 16

  17. IMPLICATIONS • Role of branding in strengthening firm’s global image • Importance of establishing international branding strategy/brand architecture • Appropriate balance of global, regional and local brands should be determined • Need to assign responsibility for custody of international brands 17

More Related