1 / 22

Building and Managing International Brands

Building and Managing International Brands. Dr. Bikramjit Rishi brishi@imt.edu. Why it is hard to build brands?. Concept of Brand Identity. The Kapferer Model. Brand Prism. Managing Brands. picture of sender. Personality. Physique. Culture. internal. Relationship. external.

zandra
Download Presentation

Building and Managing International Brands

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. Building and Managing International Brands Dr. Bikramjit Rishi brishi@imt.edu

  2. Why it is hard to build brands?

  3. Concept of Brand Identity The Kapferer Model

  4. Brand Prism Managing Brands picture of sender Personality Physique Culture internal Relationship external Reflection Self-image picture of receiver

  5. NIKE Managing Brands picture of sender • fiercely independent • maverick • genius • impatient • swoosh • just do it The power to surpass mortal limitations by liberating the dormant genius inside • spirit of never say die • provoking coach external internal • individualist • trailblazer picture of receiver

  6. International brand building strategy Per Capita sales of category in Country A CDI for Country A = ____________________________________________ Per Capita sales of category in the world Per Capita sales of brand in Country A BDI for Country A = ____________________________________________ Per Capita sales of brand in the world

  7. High Build Category Maintain leadership Brand Development Index Low Secure trial Build market share High Low International brand building strategy Category Development Index

More Related