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international brand mgmt

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international brand mgmt international brand mgmt Presentation Transcript

  • 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
    • Differentiation
    • Positioning
    • Strategy – Tactics – Implementation/Execution
    • Conditioning the Market
    • Awareness
    • Familiarity
    • Brand Personality – User Imagery
    • Intangibles
    • Symbols
  • 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
  • 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
  • WSJ 1990 article - “Brand Names have Cachet in East Block…. POLAND Sony Volvo Mercedes-Benz Adidas Toyota Ford BMW Phillips Porsche Honda HUNGARY Mercedes-Benz Adidas BMW Sony Porsche Rolls Royce Jaguar Ford Phillips Opel SOVIET UNION Sony Adidas Ford Toyota Mercedes-Benz Fanta Pepsi-Cola Volvo Fiat Panasonic
  • 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)
  • Marketing Strategy #1
    • Multi-Domestic
      • Assumes all markets are culturally different
      • Therefore company must adapt marketing programs to accommodate the differences
  • 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
  • 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
  • Think Globally, Act Locally
    • Smart international marketers know decisions for standardization or modification depend more on motivation patterns than geography
    • CASE: Levi Strauss & Company – marketing Levi jeans
      • Brand attributes: Quality and American roots
      • Attributes expressed differently in each country
  • 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
    Most multinational companies use 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 (Nestl é), brand champion (Sony, NIVEA, Nestl é) , team with manager
      • Execute brilliant strategies!
    CASE: Mercedes-Benz – agencies compete - winner takes all CASE: Audi – 5 agencies compete – all implement
  • 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)
  • Brand Creation Process
    • Positioning – most important - first step
    • It is about minds and emotions
    • Both consumer and business markets
    Positioning – owning a credible and profitable “position” in the consumer’s mind, either by getting there first, or by adopting a position relative to the competition, or by repositioning the competition.
  • Naming Products and Services
    • A good name can be a factor in a product success – or failure!
    • Desired Characteristics
    • Distinctiveness
    • Relevance
    • Memorability
    • Flexibility
    • Steps for Naming
    • Positioning
    • Product objective
    • Branding criteria
    • Generate ideas
    • Select ideas
    • Select a name
  • Naming Guidelines
    • Always exceptions – but easier to success without disadvantage of a bad name! (CASE: General Motors NOVA)
    Suggests product benefits Meets packaging needs No undesirable imagery Stays “timely” Adapts to any advertising medium Legally available for use Short and simple Easy to spell and read Easy to recognize/remember Easy to pronounce Pronounced only one way Can be pronounced in all languages
  • 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
  • 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