Global Branding

Powerful Essays
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

You May Also Find These Documents Helpful

  • Better Essays

    Global Branding

    • 871 Words
    • 4 Pages

    The basic idea of a CBBE model is that the power of the brand lies in the minds of the consumers. They are the firm’s building blocks to guide its marketing strategies. (Brand & Butter Blog, 2010) 1. Salience The basic step of the pyramid talks about the brand awareness. Swatch was developed in early 1980 as a trendy line of watches with a full brand identity and marketing concept. (Wikipedia, 2014) Being a part of the Swiss Group, which has an iconic brand image, swatch is a highly…

    • 871 Words
    • 4 Pages
    Better Essays
  • Good Essays

    Global branding

    • 1138 Words
    • 5 Pages

    CHAPTER 5. CROSS-CULTURAL NEGOTIATION Negotiation is the process of discussion by which two or more parties aim for mutually acceptable agreement. There could be many parts in the negotiation. All parts are involved in the negotiation. Cuando se negocia algo, tiene consecuencias para todas las partes (home consumers, host consumers, host local employeers, all citizens…). The negotiation process has different stages: Preparation: para ello hay que buscar información acera de la otra parte (culture)…

    • 1138 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Ikea and Global Branding

    • 259 Words
    • 2 Pages

    This report presents an analysis of how IKEA has successfully managed to adopt a global branding strategy and thus, penetrating international markets to become one of the most internationally recognised brand in the world. The analysis shows that IKEA has adopted a standardized marketing strategy in which the merchandise are standardized throughout, with prices being comparatively low. Nonetheless, the store layout is unified throughout the world. However, in order to adapt to the different cultures…

    • 259 Words
    • 2 Pages
    Good Essays
  • Powerful Essays

    GLOBAL BRANDING McDonald’s

    • 5667 Words
    • 23 Pages

    New Name. In Time NewsFeed. Retrieved November 23, 2013, from http://newsfeed.time.com/2013/01/09/watch-australias-mcdonalds-gets-a-new-name/. Salisbury, Peter. (October 8, 2013). The Globalization of “Fast Food”. Behind the Brand: McDonald’s. In Global Research. Retrieved November 23, 2013, from http://www.globalresearch.ca/the-globalization-of-fast-food-behind-the-brand-mcdonald-s.…

    • 5667 Words
    • 23 Pages
    Powerful Essays
  • Satisfactory Essays

    aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company(ies) providing them. People engaged in branding seek to develop or align the expectations behind the brand experience,…

    • 388 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    The Global Branding of Stella Artois* Synopsis Interbrew had developed into the world's fourth largest brewer by acquiring and managing a large portfolio of national and regional beer brands in markets around the world. More recently, senior management had decided to develop one of their premium beers, Stella Artois, as a global brand. This case examines the early stages of Interbrew's global branding strategy and tactics, enabling students to consider these concepts in the context of a…

    • 1409 Words
    • 6 Pages
    Good Essays
  • Powerful Essays

    Heineken N.V.: Global Branding and Advertising Instruction: 1. Each student will read the case(s) ahead of time before attending to the class. 2. Your group will be assigned to one or several questions in class. 3. After a thorough group discussion, your group will outline/summarize your answers into a PPT file and drop it onto the Blackboard’s drop-box. 4. Your group will present and lead the discussion of the question(s) assigned to you. Although the group in charge will be the major discussants…

    • 3108 Words
    • 8 Pages
    Powerful Essays
  • Good Essays

    1. It makes sense for Interbrew, a simple Belgium brewery to develop a global brand in order to increase volumes, to maximize sales revenues and to lessen its dependence on Belgium and Canada, its two primary markets. As the world beer industry which was divided among four leading brewing companies accounted for only 22% of the global volume, this reflected a great opportunities easing the global expansion of Stella Artois. In mature markets, Interbrew maintained its existing market shares and improved…

    • 621 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    MARKETING MANAGEMENT Heineken N.V.: Global Branding and Advertising - INDEX 1.
 EXECUTIVE SUMMARY...................................................................................... 2
 2.
 SITUATION ANALYSIS ...................................................................................... 2
 2.1
 The Company Profile 2.2
 The Heineken Brand 3.
 SWOT ANALYSIS................................................................................................ 7
 3.1 Strengths 3.2
 3.3
 Opportunities…

    • 4594 Words
    • 13 Pages
    Powerful Essays
  • Satisfactory Essays

    Harvard Business School “Customer Centric Global Branding: Lessons from Latin America” Rohit Deshpandé, Harvard Business School rdeshpande@hbs.edu Global Branding Conference Koc University Istanbul 22 June 2010 © 2007 rdeshpande@hbs.edu 2010 Harvard Business School The “Provenance Problem” When “made in (emergent country)” doesn’t help: Made in Brazil Made in Russia Made in India Made in China B.R.I.C. or Kenya or Turkey or Vietnam © 2007 rdeshpande@hbs.edu 2010 Harvard Business School…

    • 588 Words
    • 3 Pages
    Satisfactory Essays