Global brands vs local brands
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The document discusses global brands versus local brands. It defines different types of brands as local, regional, international, and global based on their management and standardization. Global branding presents a bigger challenge than local branding due to the need to appeal to many different cultures and markets. While global brands are often seen as higher quality, local brands have an advantage in some product categories like food and beverages that emphasize national pride and cultural relevance. The document examines Coca-Cola as an example of a global brand that achieved more success by decentralizing decision-making and better tailoring its marketing to local differences and communities.
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- 1. GLOBAL BRANDS VS LOCAL BRANDS PREPARED BY: SAHIL DUDEJA (302) 1
- 2. WHAT IS BRAND? Product manufactured by a particular company under a particular name Part of clues which defines people Making the impossible possible for consumers. 2
- 3. LOCAL, REGIONAL, INTERNATIONAL AND GLOBAL BRAND Local – Managed within one country Regional - Managed on a delimited geographical zone International - Managed at international level but with possible adaptation Global - Managed in most standardized way as possible 3
- 5. GLOBAL BRAND VS LOCAL BRAND MARKETING Global Branding- A Bigger Challenge? Purpose of Global Brand management Global Communication Role of Local Brand Promotional Side 5
- 6. FACTORS INFLUENCING WILLINGNESS TO BUY GLOBAL VS. LOCAL PRODUCTS National Pride The Why Behind The Buy Local Brands have the advantage in Food and Beverage Categories Global Brands are Perceived as Quality for Baby Care Categories Consumers Love Global Brands for Personal Care and Beauty 6
- 7. 7
- 8. COCA-COLA : GLOBAL IS OUT, LOCAL IS IN Initial set backs in 80s the benefits of global integration ‘Think local, Act local’ by putting increased decision making in the hands of local managers Get involved in civic and charitable activities Better understanding and appealing to local differences. 8
- 9. CONCLUSION Which Brand should be preferred? Global or Local ?? 9
- 10. 10