Global Branding
Table of contents
CONTENTS Page No
1.
2. Executive Summary
The Evolution 2
3 -Global Brands and Globalization 3
3. Why Branding? 9 -Brand : Meaning 10 -Brand Equity 12 -Aspects of a Good Brand 13 - What makes brands great? 14 - What makes brand leaders lose their way 17
4. Why go global? 19 - Going global: the risks 20 - What principles govern and guide global brands? 21 - Global branding versus local marketing 23 5. Strategic Planning Cycles for Brands 26 6. The Brand Environment 30 - Factors that influence the brand 31 7. The Global Brand Proposition Model 32 -The internal analysis 32 -The external analysis 34 -Using the Model- a Road map 34 8. Top Global Brands 38 9. Global Branding- The future 40 -Global Strategy 41
10.
11.
12. -Global Creativity
-Global leadership
-Conclusion
Final Words
References
Appendix 42
43
44
45
46
47
Executive summary
According to the 4th law of the now classic The 22 Immutable Laws of Marketing' by Ries and Trout, marketing is not a battle of products but of perception. Consumers don't just buy a product for its attributes. They buy it for the experience, value and the emotional benefit that the particular product provides. The product might be as good as, or better than, the competitor's; but as long as the consumer perceives the product to be not superior or not different from others, the product can't become successful.
And the only way a marketer can differentiate his or her product from its competitor is by Branding it; by giving it a distinct identity.
And in this age of merging markets, falling barriers and increased connectivity; the visibility and use of different products and services in different local and international markets have become a common phenomena. Thus the various MNC's are now increasingly fiddling with concept of GLOBAL BRANDING; a way to have a distinct identity among the consumers in the
CONTENTS Page No
1.
2. Executive Summary
The Evolution 2
3 -Global Brands and Globalization 3
3. Why Branding? 9 -Brand : Meaning 10 -Brand Equity 12 -Aspects of a Good Brand 13 - What makes brands great? 14 - What makes brand leaders lose their way 17
4. Why go global? 19 - Going global: the risks 20 - What principles govern and guide global brands? 21 - Global branding versus local marketing 23 5. Strategic Planning Cycles for Brands 26 6. The Brand Environment 30 - Factors that influence the brand 31 7. The Global Brand Proposition Model 32 -The internal analysis 32 -The external analysis 34 -Using the Model- a Road map 34 8. Top Global Brands 38 9. Global Branding- The future 40 -Global Strategy 41
10.
11.
12. -Global Creativity
-Global leadership
-Conclusion
Final Words
References
Appendix 42
43
44
45
46
47
Executive summary
According to the 4th law of the now classic The 22 Immutable Laws of Marketing' by Ries and Trout, marketing is not a battle of products but of perception. Consumers don't just buy a product for its attributes. They buy it for the experience, value and the emotional benefit that the particular product provides. The product might be as good as, or better than, the competitor's; but as long as the consumer perceives the product to be not superior or not different from others, the product can't become successful.
And the only way a marketer can differentiate his or her product from its competitor is by Branding it; by giving it a distinct identity.
And in this age of merging markets, falling barriers and increased connectivity; the visibility and use of different products and services in different local and international markets have become a common phenomena. Thus the various MNC's are now increasingly fiddling with concept of GLOBAL BRANDING; a way to have a distinct identity among the consumers in the