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International Brand Management. Week 2. Week 2 Objectives. Conditions for Successful Branding Why Leading Brands Are Successful Marketing Strategy Alternatives Case Study (Levi’s) Brand Creation Process Alternative Architecture Options Positioning, Naming . Terminology. Brand Promise

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Presentation Transcript
week 2 objectives
Week 2 Objectives
  • Conditions for Successful Branding
  • Why Leading Brands Are Successful
  • Marketing Strategy Alternatives
  • Case Study (Levi’s)
  • Brand Creation Process
    • Alternative Architecture Options
    • Positioning, Naming

2

terminology
Terminology
  • Brand Promise
  • Differentiation
  • Positioning
  • Strategy – Tactics – Implementation/Execution
  • Conditioning the Market
  • Awareness
  • Familiarity
  • Brand Personality – User Imagery
  • Intangibles
  • Symbols

3

conditions for successful branding
Conditions for Successful Branding
  • Product easy to identify by mark
  • Quality best value for price and maintainable
  • Availability
  • Large demand
  • Demand strong so price can support branding
  • Economies of scale
  • Retail display possibility

4

what makes them leading brands
What Makes Them Leading Brands?
  • They invest heavily in brand promotion
  • Strength of the brand goes back to basic marketing strategy
  • All efforts are directed to supporting the strategy that flows from basic marketing decisions

6

measures of brand familiarity for strategy planning
Measures of Brand Familiarity for Strategy Planning
  • Rejection (customers won’t buy unless image is changed)
  • Non-recognition (meaningless – low-cost product)
  • Recognition (helpful if “nothing” brands are on market)
  • Preference (usually preferred over others)
  • Insistence (customers will search for brand)

8

marketing strategy 1
Marketing Strategy #1
  • Multi-Domestic
    • Assumes all markets are culturally different
    • Therefore company must adapt marketing programs to accommodate the differences

9

marketing strategy 2
Marketing Strategy #2
  • Global Marketing Strategy
    • Assumes similarities as well as differences
    • Standardizes where there are similarities and adapts where culturally requires
    • Assumes existence and growth of global consumer with similar needs and wants
    • Advocates that international marketers should operate as if the world were one large market
    • May standardize only some of marketing mix
    • Some standardized products marketing globally but with different appeal in different markets

10

global marketing strategy
Global Marketing Strategy
  • Advantages:
    • Cost savings
    • Management of single strategy
    • Spill-over of promotional efforts across countries with extended media coverage
  • Disadvantages
    • Goal may not be realistic
      • A mandated strategy can be ineffective
      • Economies of scale may be elusive
      • Building a global brand team may be difficult
    • Global brands cannot be imposed on all markets

11

think globally act locally
Think Globally, Act Locally
  • Smart international marketers know decisions for standardization or modification depend more on motivation patterns than geography

12

global perspective
Global Perspective
  • Calls for products and advertising toward a worldwide market rather than national markets
  • Possible to balance strategy and not make global brand the priority
  • Possible to create strong brands through Global Brand Leadership
    • Organizational structures, processes and cultures
    • Allocate brand-building resources globally, to create global synergies
    • Develop global brand strategy that coordinates country brand strategies

13

global brand leadership
Global Brand Leadership
  • 35 MNCs surveyed – how it works
    • Sharing best practices (Mobil, P&G)
    • Common global brand planning (Volvo, H-P)
    • Managerial responsibility (Nestlé), brand champion (Sony, NIVEA, Nestlé), team with manager
    • Execute brilliant strategies!

14

branding architecture strategy
Branding Architecture Strategy
  • Determined by how the company markets itself, its products and its services
  • Alternatives:
    • Family brand (Obolon varieties)
    • Individual brands (Unilever toothpastes)
    • Generic brands (“cok”)
    • Manufacturers brands (less important globally)
    • Dealer or Private brands (some mobile providers)

15

brand creation process
Brand Creation Process
  • Positioning – most important - first step
  • It is about minds and emotions
  • Both consumer and business markets

16

naming products and services
Naming Products and Services
  • A good name can be a factor in a product success – or failure!

17

naming guidelines
Naming Guidelines
  • Always exceptions – but easier to success without disadvantage of a bad name! (CASE: General Motors NOVA)

18

to remember
To Remember….
  • When competing internationally, brand naming has special problems
    • What conveys a positive imagine in one language may be meaningless in another
    • Legal availability of a desired name

19

week 3 next lecture
Week 3 – Next Lecture
  • Who is the Customer?
  • How to “condition the market” with Promotional Strategies
  • How Management sets direction
  • How brands are introduced, promoted, maintained and managed
  • How to identify a company’s marketing strategy and promotional tactics
  • How to contrast competitors’ efforts

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