Dear Students and trainees/ Welcome you all ! This lecture is mainly prepared for the students of marketing, international business and brand management & also for the trainees who are working at corporate sectors and whose jobs are related with international marketing and brand management. I hope, you surely benefited from this lecture at your practical arena. Thank you all.

1. COURSE TITLE : INTERNATIONAL MARKETING
MANAGEMENT
INSTRUCTED BY-
FARHANA AKTER
Director & Associate Professor, IRRI
E-mail-prof.farhanaakterbd@gmail.com/01534316421
TOPIC-1 : WHAT IS BRAND & BRAND MODEL?
TOPIC-2: WHAT ARE THE BASIC DEFFERENCES AMONG NATIONAL MARKETING,
INTERNATIONAL MARKETING ,MULTINATIONAL MARKETING
& GLOBAL MARKETING?
TOPIC-3 :CHOOSING BRAND & BRAND-ELEMENTS FOR BRANDING
AS WELL AS MARKETING YOUR PRODUCTS/SERVICES IN GLOBAL MARKET.

2.  TOPIC-1:
WHAT IS BRAND & BRAND MODEL?

3.  BRAND:
A brand can be defined as a seller’s promise to provide
consistently a unique set of characteristics, advantages,
and services to the buyers/consumers. It is a name,
term, sign, symbol or a combination of all these planned
to differentiate the goods/services of one seller or group
of sellers from those of competitors.
Some examples of world-wide well known brands
are Mc Donald’s, Mercedes-Benz, Sony, Coca Cola
etc.

4.  Brand Model:
A Branding Model is such type of figure
from where we can see and learn the all
benefits, opportunities and difficulties for
choosing a specific brand for a specific
product or service.

5. TOPIC-2:
WHAT ARE THE BASIC DEFFERENCES AMONG
* NATIONAL MARKETING
* INTERNATIONAL MARKETING
* MULTINATIONAL MARKETING &
* GLOBAL MARKETING ?

6.  The basic differences among National,
International, Multinational & Global
Marketing :

7. Differences among National, International,
Multinational & Global Marketing :
• 4. Global Marketing:
• The Marketing activities
involved in different
nations or countries are
called global marketing.
• 3.Multinational Marketing :
• The Marketing activities
involved in different nations or
countries are called
multinational marketing.
• 2.International Marketing:
• The Marketing activities
involved in two or more
nations are called
international marketing.
• 1.National Marketing:
• The Marketing activities
involved within national
boundaries i.e. only in own
country are called national
marketing.
1.National
Marketing
2.International
Marketing
4.Global
Marketing
3.Multinational
Marketing

8. • 4. Global Marketing :
• Businessmen face different sets
of uncontrollable variables
originating from different
countries.
• 3.Multinational Marketing :
• Businessmen face different sets
of uncontrollable variables
originating from different
countries.
• :
• 2.International Marketing:
• International Businessmen face
two or more sets of
uncontrollable variables
originating from two or more
countries.
• 1 National (Domestic) Marketing:
• Here, the Businessmen face only
one set of uncontrollable
variables from a domestic market
.
1.National
Marketing
2.International
Marketing
4.Global
Marketing
3.Multinational
Marketing

9. • 4. Global Marketing :
• According to this concept, only
MNCs can enter in different
national or foreign market by
conceiving different strategies
for example, exporting,
franchising, joint venturing,
importing etc.
•3.Multinational Marketing:
•According to this concept, National
companies or MNCs (and sometime,
only MNCs) can enter in different
national or foreign market by
conceiving different strategies for
example, exporting, franchising, joint
venturing, importing etc.
• :
• 2.International Market ing:
• According to this concept,
National companies or MNCs
can enter in one or more
national or foreign market by
conceiving different strategies
for example, exporting,
franchising, joint venturing,
importing etc.
• 1.National (Domestic)
Marketing :
• According to this concept,
only National companies
can enter in only one
market which is domestic
market.
1.National
Marketing
2.International
Marketing
4.Global
Marketing
3.Multinational
Marketing

10. • 4. Global Marketing :
• For example, Gillette,
Coca-cola, McDonald’s,
Unilever etc.
• 3.Multinational
Marketing :
• For example-American
Express, Coca-cola,
McDonald’s etc.
• :
• 2.International
Marketing :
• For example,
Bangladeshi Garments
products, Bangladeshi
Shrimp, Beximco
Pharmaceuticals Ltd.
etc.
• 1.National (Domestic)
Marketing :
• For example-Aromatic
soaps, Tibbat, Kohinoor
Chemical Ltd. etc.
1.National
Marketing
2.International
Marketing
4.Global
Marketing
3.Multinational
Marketing

11. TOPIC-3:
CHOOSING BRAND & BRAND-ELEMENTS
FOR BRANDING AS WELL AS MARKETING YOUR
PRODUCTS/SERVICES IN GLOBAL MARKET.

12. BRANDING DECISION: AS A BRAND/MARKETING
MANAGER,HOW CAN YOU TAKE CORRECT BRANDING
DECISION FOR YOUR PRODUCTS OR SERVICES-
 A Brand Model:
A Branding Model is such type of figure
from where we can see and learn the all
benefits, opportunities and difficulties for
choosing a specific brand for a specific
product or service.

13. Why & How-the brand/marketing manager
take correct branding decision for these
products or services ?
 As an international brand/marketing
manager you have to follow the following
‘branding model’ ………………

14. Choosing ‘BRAND & BRAND –ELEMENTS’ by using ‘A
Branding Model’: A Branding Model helps to take
correct branding decision for your products/services-
2.Manufacturer’s Own-
Brand Vs.
Private Brand Decision
3. Global Brand Vs.
Local Brand Decision 4.Single Brand Vs.
Multiple Brand Decision
1.Branding VS .
No. Brand Decision

15. From the branding model, we can see- there
are eight (8) types of branding decisions:
1.Branding,2.No-Branding,3.Manufacturer’s
own Branding,4.Private Branding ,5.
Global Branding,6.Local Branding,7.Single
Branding &8.Multiple Branding decisions.

16. Now, we can explain the ‘Branding
Model’ into following way-
 1.Branding VS .No-Brand Decision:
Does your product/services have
production consistency and salient
attributes which can be differentiated?
Answer
YES………………………………………NO
↨ ↨
 Branding ………………….No- Brand Decision

17. For example, ask yourself : Are the following
BRANDS attractive to all types of customers in
worldwide?
 1. BRAND NAME : “Coca Cola” which is a
soft drink manufacturing company located
in USA.
 2.BRAND NAME : “McDonald’s” which is a
fast-food manufacturing & servicing
company located also in USA.

18. BRAND-1

19. BRAND-2

20. If answer will be ‘YES’, then you
have to accept and implement
these brand-names for your
product & services

21.  2.Manufacturer’s Own-Brand Vs.
Private Brand Decision:
Is the manufacturer the “least dependent
person to sell your product/services”?
Answer
YES………………………………………NO
↨ ↨
 Manufacturer’s Own-Brand………………………Private-Brand

22.  3. Global Brand Vs. Local Brand Decision:
Are there inter-market differences demographically
and psycho graphically i.e. is there any differences
among two or more sister- concerns 'market from
the view point of culture for choosing your
product/services?
(here, only consider the differences among sister-concerns’ market from
various types of cultural sides i.e. cultural differences of customers )-
Answer
YES…………………………………………………….NO
↨ ↨
 LOCAL BRAND(for example: packaging in Hindi, in Bengali etc.)…..GLOBAL
BRAND (for example: packaging in English)

23.  4.Single Brand Vs. Multiple Brand Decision:
Are there inter-market differences demographically
and psycho graphically-i.e. is there any differences
among two or more sister- concerns’ market from the
view point of choosing capacities of different
customers .For example, at McDonalds….Indian
customer choose ‘Berani without Beef’ but
Bangladeshi customer choose ‘Berani with Beef’?
(here, only consider the differences among sister-concerns’ customers
from various types of choosing capacity/choosing variations of the
different customers)-
Answer
YES………………………………………………………………………… NO
↨ ↨
 Multiple Brand (in one or more markets)…….. Single Brand (in one or more markets)

24. Using Technology for finalize
your BRAND

25. Thank you all……………
INSTRUCTED BY-
Farhana Akter,
Director & Associate Professor, IRRI
E-mail - prof.farhanaakterbd@gmail.com