This document discusses global branding strategies. It notes that while standardization has benefits, there are also local obstacles to consider. Successful global brands develop strategies incrementally and sometimes sacrifice long-established local brands. A strong global brand strategy clearly defines the brand's values and character to ensure consistent communication, while allowing local adaptation. Global brands benefit from reduced marketing costs but must consider each market's unique culture and conditions to build brands with strong, differentiated value propositions.
The document provides an overview of Virgin Group and its extensive use of brand extensions. It discusses how Virgin has extended its brand into over 200 companies across diverse industries such as mobile phones, transportation, media, music and more. While brand extensions have enabled rapid growth for Virgin, there is risk of brand dilution if an extension is unsuccessful. The document examines Virgin's approach to leveraging its brand equity through extensions, as well as the potential advantages and disadvantages of this strategy.
Presentation of a conceptual study on "brand", "global brands" and "global brand management strategies" that covers the basic elements on the brand management.
The project conducted both quantitative and qualitative research, developed a target audience and marketing message recommendation for rebranding The Gap.
The document summarizes Gap Inc.'s current marketing strategy and identifies flaws. It is targeting younger consumers but survey data shows older customers prefer Gap. A new strategy of retention and stimulating demand is proposed. The target becomes 30-45 year olds like Shirley. Gap will emphasize basics and bring back celebrity endorsements. Internationally Gap will continue expanding, especially in China. The document identifies a need to close the "gap" between domestic and international sales.
Gap New Segmentation Integrated Marketing PlanQiang Zhang
Gap New Segmentation Integrated Marketing Plan for ADV 826. This proposal includes industry overview, competitors force, SWOT, Positioning, Target Audience, Advertising & Promotion Plan, Budget and Evaluation.
The document outlines Gap's marketing communication objectives and budget allocation for 2003. It aims to stop negative sales growth and strengthen brand loyalty across multiple generations. Key objectives include repositioning the Gap brand, increasing sales by 2.7% and maintaining a 2.8% market share. The marketing strategy will promote Gap as a unified brand that offers basic, season-less clothing appealing to all targets. TV, magazine and outdoor advertising will build brand preference, while online ads target younger consumers. Celebrity endorsements will contribute to brand recognition.
The Age of You - Bertrand Chauvet, Interbrand - LeWeb 2014, Dec 10Le Web
The document discusses the evolution of the role and function of brands over different eras: the Age of Identity, the Age of Value, the Age of Experience, and the emerging Age of You. It describes how brands have shifted from being used for differentiation and identification to proving ROI, measuring value, integrating customer experiences, and are now focused on personalization using digital technologies and predictive intelligence. The role of marketing has similarly evolved from managing identity to integrating seamless customer experiences and making business personal.
Gap Inc. saw double digit declines from 2000-2002 after rapid expansion in the 1980s and 90s led by former CEO Mickey Drexler. New leadership attempted turnarounds through cost cutting and new brands but with limited success. By 2010 under CEO Glenn Murphy, Gap was refocusing on its core brands, improving designs, cutting costs further, and expanding internationally again. However, it still faced threats from low-cost competitors and a changing retail industry. To improve its position, Gap needed to reduce store numbers, expand properly into new markets, enhance products, and strengthen its branding to reconnect with customers.
The document provides an overview of Virgin Group and its extensive use of brand extensions. It discusses how Virgin has extended its brand into over 200 companies across diverse industries such as mobile phones, transportation, media, music and more. While brand extensions have enabled rapid growth for Virgin, there is risk of brand dilution if an extension is unsuccessful. The document examines Virgin's approach to leveraging its brand equity through extensions, as well as the potential advantages and disadvantages of this strategy.
Presentation of a conceptual study on "brand", "global brands" and "global brand management strategies" that covers the basic elements on the brand management.
The project conducted both quantitative and qualitative research, developed a target audience and marketing message recommendation for rebranding The Gap.
The document summarizes Gap Inc.'s current marketing strategy and identifies flaws. It is targeting younger consumers but survey data shows older customers prefer Gap. A new strategy of retention and stimulating demand is proposed. The target becomes 30-45 year olds like Shirley. Gap will emphasize basics and bring back celebrity endorsements. Internationally Gap will continue expanding, especially in China. The document identifies a need to close the "gap" between domestic and international sales.
Gap New Segmentation Integrated Marketing PlanQiang Zhang
Gap New Segmentation Integrated Marketing Plan for ADV 826. This proposal includes industry overview, competitors force, SWOT, Positioning, Target Audience, Advertising & Promotion Plan, Budget and Evaluation.
The document outlines Gap's marketing communication objectives and budget allocation for 2003. It aims to stop negative sales growth and strengthen brand loyalty across multiple generations. Key objectives include repositioning the Gap brand, increasing sales by 2.7% and maintaining a 2.8% market share. The marketing strategy will promote Gap as a unified brand that offers basic, season-less clothing appealing to all targets. TV, magazine and outdoor advertising will build brand preference, while online ads target younger consumers. Celebrity endorsements will contribute to brand recognition.
The Age of You - Bertrand Chauvet, Interbrand - LeWeb 2014, Dec 10Le Web
The document discusses the evolution of the role and function of brands over different eras: the Age of Identity, the Age of Value, the Age of Experience, and the emerging Age of You. It describes how brands have shifted from being used for differentiation and identification to proving ROI, measuring value, integrating customer experiences, and are now focused on personalization using digital technologies and predictive intelligence. The role of marketing has similarly evolved from managing identity to integrating seamless customer experiences and making business personal.
Gap Inc. saw double digit declines from 2000-2002 after rapid expansion in the 1980s and 90s led by former CEO Mickey Drexler. New leadership attempted turnarounds through cost cutting and new brands but with limited success. By 2010 under CEO Glenn Murphy, Gap was refocusing on its core brands, improving designs, cutting costs further, and expanding internationally again. However, it still faced threats from low-cost competitors and a changing retail industry. To improve its position, Gap needed to reduce store numbers, expand properly into new markets, enhance products, and strengthen its branding to reconnect with customers.
Corporate branding involves using a company's name as a brand name for its products to leverage the equity and recognition of the corporate brand. It facilitates easy market entry, gains customer confidence, and reduces advertising costs. However, corporate branding also has limitations if not consistently managed, such as potential loss of brand value or not guaranteeing success. The process of successful corporate branding involves discovery of target markets, development of differentiated strategies, effective communication of market presence, and management through hiring employees with the right attitudes. In conclusion, corporate brands must be carefully managed like other assets to uphold the standard they represent.
Gap Inc. is a major clothing retailer operating stores under brands like Gap, Banana Republic, and Old Navy. It has faced several controversies over the years related to poor working conditions and violations of labor laws at factories producing its clothing. These include cases of unpaid overtime wages, forced abortions, unsafe conditions, and child labor. Gap has also struggled with declining sales in recent years due to failures to attract younger customers and keep up with fashion trends. It is undergoing restructuring to improve its online and marketing operations in an effort to reverse these sales declines.
BrandZ Top 100 Most Valuable Global Brands 2013Kantar
The BrandZ Top 100 Most Valuable Global Brands report found that overall brand value increased 7% to $2.6 trillion. Several key themes emerged:
1) Recovery - Economies continued to improve in many markets, allowing brands to regain value lost during the recession.
2) Refinement - Rather than major innovations, brands focused on incremental improvements to encourage cautious consumer spending.
3) Relevance - Brands sought to offer personal relevance to more reflective consumers.
Financial, consumer, and technology brands saw mixed results, with financial brands improving the most at 20% as profits rebounded. Strong brands continued to outperform the stock market, growing 58% over eight years versus 23%
An introduction to branding and the paradox brand managers face between globalisation and localisation when internationalising. A brand is a friend and you should treat it as one.
This document provides an overview of Gap Inc., including a brief history, its brands, mission statement, financial performance, stock performance, SWOT analysis, target markets, competitors, recommendations, and other key information. Specifically, it notes that Gap Inc. was founded in 1969 and now includes brands like Gap, Old Navy, Banana Republic, and Athleta. It analyzes Gap's strengths, weaknesses, opportunities, and threats. Key competitors include H&M, Zara, American Eagle, and Abercrombie & Fitch. The document recommends strategies like expanding into the teenage market and business casual sector as well as enhancing customer service.
1. The document discusses how to measure and create financial value through strong brands.
2. It introduces metrics like brand power, premium, and potential to quantify a brand's equity and how that drives returns.
3. Strong brands provide customers with meaningful experiences that are different and salient, building predisposition to choose the brand and pay a premium. Amplifying these brand strengths grows financial value.
The Gap brand aims to epitomize casual American style with accessible pricing and high quality, affordable clothing appealing to a wide range of consumers. However, it faces challenges maintaining a clear brand identity and message against competitors like Uniqlo due to a overly diversified product line. Areas for improvement include streamlining product offerings to better control quality, defining value proposition, and clarifying ambiguous marketing campaigns.
1. The document discusses managing global brands and the challenges of achieving local relevance while maintaining a consistent global brand. Some key challenges discussed include balancing global consistency with cultural adaptation, determining which elements of the brand can be adapted locally versus remaining consistent globally, and determining which brands are best suited to be global mega-brands versus local brands.
2. Transitioning local brands to global brands is also discussed, outlining strategic options like fading a local name into a global name over time or making an instant switch. Drivers of a company's international product line are also mentioned.
3. Achieving cultural relevance while maintaining authenticity to the core brand is highlighted as important. Examples are given of ensuring translations and adaptations are
This magazine issue contains articles on branding, creativity, and pitching. It discusses how maintaining branding efforts during recessions can help brands perform better long-term. It recommends following the "7Ps of Branding" - Profit, Persistence, Planning, Performance, Positioning, People, and Principles. It argues against agencies pitching creative work for free, as ideas are their intellectual capital. Free pitching undermines agencies' credibility and ownership of ideas. Creativity is best achieved through a partnership where the goal is meaningful work, not just lowest cost.
This document contains information about Gap Inc. including:
1. A list of employee names and their ID numbers.
2. Gap's mission is to create emotional connections with customers through inspiring product design and unique store experiences. Their vision is to be the top family retail clothing brand while maximizing customer satisfaction and shareholder value.
3. Gap was founded in 1969 and has since grown from one store to a large national brand, going public in 1976.
4. A SWOT analysis identifies Gap's strengths as its recognized brand name and broad store network, while weaknesses include low profitability and competition from other brands. Opportunities lie in international expansion and brand extensions.
This document outlines marketing plans and strategies for the Gap brand. It discusses the history and target audience of Gap, which was founded in 1969 in California as a specialty retailer. It then provides details on four marketing campaigns - (RED), Be BrightMake Love, #BacktoBlue, and #SummerLoves. The document also discusses Gap Kids campaigns, distribution plans through various channels, potential brand extensions, and a customer responsibility video link.
The ever-expanding global nature of the business world has broad-reaching implications for brand management. This presentation, delivered to the International Association of Business Communicators, focuses on the topic of how to manage brands in this complex new world order. Specifically, it combines best practices and case studies to propose a set of guiding principles for when it makes sense to “centralize for global efficiency” and when it is better to “decentralize for local effectiveness.“ This key trade-off is explored across two broad topic areas: brand positioning and brand activation/execution.
The document describes a man's morning routine that highlights the global nature of modern consumer goods. He uses products from many different countries for basic tasks like making coffee, watching news, grooming, and communicating. Even relatively simple daily activities rely on an intricate global supply chain. The summary emphasizes how the man's routine illustrates our deep integration into the global economy through the widespread international sources of common consumer items.
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors:
Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (22nd March, 2014)
The document provides an analysis of brand valuation for Cadbury Dairy Milk chocolate in India using the Interbrand methodology. It summarizes the brand equity analysis conducted in Phase 2 and then performs brand valuation in Phase 3. Key information used includes financial data from 2009-2011, assumed growth rates, and industry benchmarks. The analysis determines the Role of Brand Index and Brand Strength Score for Cadbury Dairy Milk and Cadbury 5 Star. It finds that Cadbury Dairy Milk has high brand strength and moderate role of brand, indicating potential to leverage the brand into new categories like cookies and cakes.
A brand is defined as the name, symbol or design that identifies a seller's goods/services and distinguishes them from competitors. It includes elements like the brand name, logo, tagline, and personality. Developing a strong brand involves creating brand awareness, recognition, and a positive brand image in the minds of customers. Global brands transcend borders by conveying consistent values worldwide. Effective brand positioning identifies competitors, a company's current positioning, and develops a distinctive statement and messages to differentiate it in the market through various marketing vehicles.
Chapter14 managing-brands-over-geographic-boundaries-and-market-segmentSajid Ali
Regionalization involves targeting markets at a regional level rather than nationally, which seems contradictory to globalization. Reasons for regional marketing include needing more focused targeting and shifting from national advertising to local promotions. Drawbacks can include increased production challenges and costs. Global marketing allows companies to benefit from economies of scale, lower costs, uniform branding, and leveraging good ideas across markets. However, differences between consumer needs, behaviors, and legal environments in various countries require balancing standardized global programs with customized local approaches.
The marketing and advertising arms race to create emotional appeal, generate buzz and move up brand valuation league tables, is creating a widening gap between brand strategy and business strategy. In this environment some of the once coolest and iconic brands are faltering at a game they once dominated. The key question for businesses today, is how to expose such strategic blind spots and remain relevant in the face of an evolving marketplace? This article explores one methodology and framework into just how that can be done.
Both topics are required.for each topic response, incorporatssuserf9c51d
The document discusses two required topics. The first topic asks the reader to analyze how a product they frequently use would be marketed differently in their home country compared to an underdeveloped country. The second topic examines the 10 internal and external factors that Interbrand says lead to global brand success, such as direction, empathy, and distinctiveness. It then asks the reader to apply at least two internal and two external factors to the brand Costa Coffee and determine if it fits the definition of a global brand.
Global brands face the challenge of appealing to consumers across diverse markets while maintaining a consistent brand identity. To be successful, companies need a comprehensive branding strategy that considers both global and local needs. This involves conducting thorough internal and external brand audits to understand brand perceptions within the company and among consumers in different regions. With insights from the audits, companies can develop a branding framework that establishes core global values while allowing flexibility for local adaptation, engaging consumers and maximizing returns over the long term.
More communication and technological advances have made it possible than ever for companies to offer their services and products internationally. Today, to achieve success, even the smallest businesses ought to plan on their global marketing strategies in order to attract consumer interests outside of their local markets. You can learn more by visiting our blog. https://www.laowaicareer.com/blog/contrast-global-marketing-strategies/
Corporate branding involves using a company's name as a brand name for its products to leverage the equity and recognition of the corporate brand. It facilitates easy market entry, gains customer confidence, and reduces advertising costs. However, corporate branding also has limitations if not consistently managed, such as potential loss of brand value or not guaranteeing success. The process of successful corporate branding involves discovery of target markets, development of differentiated strategies, effective communication of market presence, and management through hiring employees with the right attitudes. In conclusion, corporate brands must be carefully managed like other assets to uphold the standard they represent.
Gap Inc. is a major clothing retailer operating stores under brands like Gap, Banana Republic, and Old Navy. It has faced several controversies over the years related to poor working conditions and violations of labor laws at factories producing its clothing. These include cases of unpaid overtime wages, forced abortions, unsafe conditions, and child labor. Gap has also struggled with declining sales in recent years due to failures to attract younger customers and keep up with fashion trends. It is undergoing restructuring to improve its online and marketing operations in an effort to reverse these sales declines.
BrandZ Top 100 Most Valuable Global Brands 2013Kantar
The BrandZ Top 100 Most Valuable Global Brands report found that overall brand value increased 7% to $2.6 trillion. Several key themes emerged:
1) Recovery - Economies continued to improve in many markets, allowing brands to regain value lost during the recession.
2) Refinement - Rather than major innovations, brands focused on incremental improvements to encourage cautious consumer spending.
3) Relevance - Brands sought to offer personal relevance to more reflective consumers.
Financial, consumer, and technology brands saw mixed results, with financial brands improving the most at 20% as profits rebounded. Strong brands continued to outperform the stock market, growing 58% over eight years versus 23%
An introduction to branding and the paradox brand managers face between globalisation and localisation when internationalising. A brand is a friend and you should treat it as one.
This document provides an overview of Gap Inc., including a brief history, its brands, mission statement, financial performance, stock performance, SWOT analysis, target markets, competitors, recommendations, and other key information. Specifically, it notes that Gap Inc. was founded in 1969 and now includes brands like Gap, Old Navy, Banana Republic, and Athleta. It analyzes Gap's strengths, weaknesses, opportunities, and threats. Key competitors include H&M, Zara, American Eagle, and Abercrombie & Fitch. The document recommends strategies like expanding into the teenage market and business casual sector as well as enhancing customer service.
1. The document discusses how to measure and create financial value through strong brands.
2. It introduces metrics like brand power, premium, and potential to quantify a brand's equity and how that drives returns.
3. Strong brands provide customers with meaningful experiences that are different and salient, building predisposition to choose the brand and pay a premium. Amplifying these brand strengths grows financial value.
The Gap brand aims to epitomize casual American style with accessible pricing and high quality, affordable clothing appealing to a wide range of consumers. However, it faces challenges maintaining a clear brand identity and message against competitors like Uniqlo due to a overly diversified product line. Areas for improvement include streamlining product offerings to better control quality, defining value proposition, and clarifying ambiguous marketing campaigns.
1. The document discusses managing global brands and the challenges of achieving local relevance while maintaining a consistent global brand. Some key challenges discussed include balancing global consistency with cultural adaptation, determining which elements of the brand can be adapted locally versus remaining consistent globally, and determining which brands are best suited to be global mega-brands versus local brands.
2. Transitioning local brands to global brands is also discussed, outlining strategic options like fading a local name into a global name over time or making an instant switch. Drivers of a company's international product line are also mentioned.
3. Achieving cultural relevance while maintaining authenticity to the core brand is highlighted as important. Examples are given of ensuring translations and adaptations are
This magazine issue contains articles on branding, creativity, and pitching. It discusses how maintaining branding efforts during recessions can help brands perform better long-term. It recommends following the "7Ps of Branding" - Profit, Persistence, Planning, Performance, Positioning, People, and Principles. It argues against agencies pitching creative work for free, as ideas are their intellectual capital. Free pitching undermines agencies' credibility and ownership of ideas. Creativity is best achieved through a partnership where the goal is meaningful work, not just lowest cost.
This document contains information about Gap Inc. including:
1. A list of employee names and their ID numbers.
2. Gap's mission is to create emotional connections with customers through inspiring product design and unique store experiences. Their vision is to be the top family retail clothing brand while maximizing customer satisfaction and shareholder value.
3. Gap was founded in 1969 and has since grown from one store to a large national brand, going public in 1976.
4. A SWOT analysis identifies Gap's strengths as its recognized brand name and broad store network, while weaknesses include low profitability and competition from other brands. Opportunities lie in international expansion and brand extensions.
This document outlines marketing plans and strategies for the Gap brand. It discusses the history and target audience of Gap, which was founded in 1969 in California as a specialty retailer. It then provides details on four marketing campaigns - (RED), Be BrightMake Love, #BacktoBlue, and #SummerLoves. The document also discusses Gap Kids campaigns, distribution plans through various channels, potential brand extensions, and a customer responsibility video link.
The ever-expanding global nature of the business world has broad-reaching implications for brand management. This presentation, delivered to the International Association of Business Communicators, focuses on the topic of how to manage brands in this complex new world order. Specifically, it combines best practices and case studies to propose a set of guiding principles for when it makes sense to “centralize for global efficiency” and when it is better to “decentralize for local effectiveness.“ This key trade-off is explored across two broad topic areas: brand positioning and brand activation/execution.
The document describes a man's morning routine that highlights the global nature of modern consumer goods. He uses products from many different countries for basic tasks like making coffee, watching news, grooming, and communicating. Even relatively simple daily activities rely on an intricate global supply chain. The summary emphasizes how the man's routine illustrates our deep integration into the global economy through the widespread international sources of common consumer items.
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors:
Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert (22nd March, 2014)
The document provides an analysis of brand valuation for Cadbury Dairy Milk chocolate in India using the Interbrand methodology. It summarizes the brand equity analysis conducted in Phase 2 and then performs brand valuation in Phase 3. Key information used includes financial data from 2009-2011, assumed growth rates, and industry benchmarks. The analysis determines the Role of Brand Index and Brand Strength Score for Cadbury Dairy Milk and Cadbury 5 Star. It finds that Cadbury Dairy Milk has high brand strength and moderate role of brand, indicating potential to leverage the brand into new categories like cookies and cakes.
A brand is defined as the name, symbol or design that identifies a seller's goods/services and distinguishes them from competitors. It includes elements like the brand name, logo, tagline, and personality. Developing a strong brand involves creating brand awareness, recognition, and a positive brand image in the minds of customers. Global brands transcend borders by conveying consistent values worldwide. Effective brand positioning identifies competitors, a company's current positioning, and develops a distinctive statement and messages to differentiate it in the market through various marketing vehicles.
Chapter14 managing-brands-over-geographic-boundaries-and-market-segmentSajid Ali
Regionalization involves targeting markets at a regional level rather than nationally, which seems contradictory to globalization. Reasons for regional marketing include needing more focused targeting and shifting from national advertising to local promotions. Drawbacks can include increased production challenges and costs. Global marketing allows companies to benefit from economies of scale, lower costs, uniform branding, and leveraging good ideas across markets. However, differences between consumer needs, behaviors, and legal environments in various countries require balancing standardized global programs with customized local approaches.
The marketing and advertising arms race to create emotional appeal, generate buzz and move up brand valuation league tables, is creating a widening gap between brand strategy and business strategy. In this environment some of the once coolest and iconic brands are faltering at a game they once dominated. The key question for businesses today, is how to expose such strategic blind spots and remain relevant in the face of an evolving marketplace? This article explores one methodology and framework into just how that can be done.
Both topics are required.for each topic response, incorporatssuserf9c51d
The document discusses two required topics. The first topic asks the reader to analyze how a product they frequently use would be marketed differently in their home country compared to an underdeveloped country. The second topic examines the 10 internal and external factors that Interbrand says lead to global brand success, such as direction, empathy, and distinctiveness. It then asks the reader to apply at least two internal and two external factors to the brand Costa Coffee and determine if it fits the definition of a global brand.
Global brands face the challenge of appealing to consumers across diverse markets while maintaining a consistent brand identity. To be successful, companies need a comprehensive branding strategy that considers both global and local needs. This involves conducting thorough internal and external brand audits to understand brand perceptions within the company and among consumers in different regions. With insights from the audits, companies can develop a branding framework that establishes core global values while allowing flexibility for local adaptation, engaging consumers and maximizing returns over the long term.
More communication and technological advances have made it possible than ever for companies to offer their services and products internationally. Today, to achieve success, even the smallest businesses ought to plan on their global marketing strategies in order to attract consumer interests outside of their local markets. You can learn more by visiting our blog. https://www.laowaicareer.com/blog/contrast-global-marketing-strategies/
Audience Mindset And Influence On Personal Political BrandingSabrina Baloi
This document discusses the concept of personal political branding in Nigeria. It argues that personal political branding is often unsuccessful in Nigeria because politicians do not adequately consider the mindsets of their target audiences. Politicians typically brand themselves as messiahs who will solve the public's problems, but their actions in office often do not match these claims. As a result, personal branding fails to build meaningful relationships between politicians and the public. The document presents research that involved interviews with people from different socioeconomic groups in Lagos to understand public perceptions of and feelings toward political leaders. The research aimed to test the hypothesis that audience mindset has little influence on personal political branding in Nigeria.
Brand management provides benefits to both buyers and sellers. For buyers, brands help reduce purchase risk and time by aiding product identification and quality evaluation. For sellers, brands help differentiate products, create brand loyalty to stabilize market share, and potentially allow premium pricing. Brand equity is the value provided by brand recognition and impressions. It is developed through all customer touchpoints and communications over time. Managing brand equity helps drive revenue growth and competitive advantage. Effective brand positioning involves communicating distinct attributes to occupy a unique place in customers' minds.
Successful strategies sales and marketingStephen Bibby
This document discusses strategies for linking corporate marketing to strategic management models. It covers key marketing concepts like the 4 P's of marketing (product, price, promotion, and place) and tools for segmentation, product lifecycles, and market growth matrices. The document emphasizes understanding customer needs and exceeding their desired satisfaction. It also discusses linking marketing strategies to external factors like national strengths using Porter's Diamond model. The overall goal is to shape marketing strategies that reflect strengths in the competitive environment.
A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market. Once a brand has created positive sentiment among its target audience, the firm is said to have built brand equity. Some examples of firms with brand equity - possessing very recognizable brands of products - are Microsoft, Coca-Cola, Ferrari, Sony, The Gap and Nokia.
This is the second session (Sep 8) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
Global brands face challenges in expanding to new markets that have different cultures. While products that succeeded in Western markets in the past could sometimes be easily adapted to other countries, today's globalism requires understanding local differences. Companies must ensure their offerings are culturally appropriate for target markets. Both product-focused and culture-focused research are needed to understand consumers, but each has advantages and limitations. Successful companies coordinate globally while allowing local responsiveness in areas like product delivery and marketing.
This document provides information about marketing and public relations functions. For marketing, it explains market research, market analysis, and marketing strategy using examples. Market research involves gathering information about customers to develop suitable products. Market analysis examines the long-term viability of a market. Marketing strategy outlines a planned approach to maximize profits and awareness. For PR, it discusses managing the message to convey the right information, and defines positive publicity as praise or commendation that can reassure customers.
This document discusses branding and how brands appeal to customers on different levels of Maslow's hierarchy of needs. It explains that brands help fulfill customers' basic needs for safety, belonging and esteem, as well as their desires for self-actualization. The document also discusses how brand strategies must consider cultural, economic and environmental factors when expanding into new international markets. It emphasizes that every aspect of the business must align with and authentically project the brand identity and values.
Brand management with respective of CaburyPrateek Pawar
All of us are consumers. We consume things of daily use; we also consume and buy the products according to our needs, preferences and buying power. These can be consumable goods, durable goods, specialty goods or, industrial goods.
A brand is a set of associations linked to a product, company or division that reside in customers' memories. These associations help customers understand what the brand stands for, why it is relevant, how it differs from other products and competitors. Branding involves differentiating a company's products through a unique identity and creating emotional connections with consumers. Strong brands can command higher prices than generic products and be leveraged to launch related brand extensions. Brand equity is measured through financial value, brand extensions and consumer attitudes toward the brand. Building brand equity involves introducing a quality product, making the brand memorable through repeated usage, and reinforcing a consistent image over time.
The process of adapting a company's marketing methods to the conditions of different countries is referred to as global marketing. It encompasses the entire process of planning, developing, positioning, and promoting your items in a worldwide market.
This document discusses brand equity and how it is created and measured. It defines brand equity as the total value provided by a brand and discusses how brands can build equity through strong brand awareness, positive customer perceptions and associations, loyalty, and experience. It provides examples of brands with high equity like Apple, Coca-Cola, and Porsche. Brand equity is measured using tools that assess brand strength, differentiation, relevance, esteem and knowledge. Developing strong, favorable and unique brand associations over time is key to building brand equity.
This document provides guidelines for revitalizing declining or dead brands. It discusses causes of brand decline such as managerial actions, environmental factors, and competitive actions. The three key elements of brand equity that decline are brand knowledge, the brand's differential effect, and customer responses. Managers must carefully assess if residual brand equity exists to make revival feasible. Successful revivals involve repositioning the brand, investing in it, educating the market, and correcting past mismanagement. Taking a long-term perspective is important, as is focusing on a defined target market.
The document provides an overview of branding, including definitions of key branding concepts and strategies for building an effective brand identity. It discusses the purpose of branding, tools for developing brand identity such as slogans, colors and logos. It also addresses measuring brand effectiveness and the relationship between brands and reputation. The document contains sections on branding introduction, brand identity, brand equity and case studies of well-known brands.
Adoption of supply chain management strategiesTapan Panda
This document discusses a survey of Indian retailers about adopting supply chain management strategies to address the bullwhip effect. The bullwhip effect occurs when small changes in customer demand result in large fluctuations in orders to suppliers further up the supply chain. The survey compares how small and medium retailers differ in their willingness to participate in supply chain information sharing. The findings could help companies reduce negative perceptions among retailers about supply chain practices.
The document discusses vanishing companies in India that defraud small investors. These companies simply disappear after taking people's money. They operate through false promises and lack of proper regulation allows them to exploit investors. Money laundering is another issue, as these companies are used to launder illegally obtained funds by mixing them with money from small investors. Stronger laws and oversight are needed to protect citizens and restore confidence in the financial system.
The role of tangibility in service qualityTapan Panda
This document discusses a study comparing the impact of tangibility on customer satisfaction in the hospital and hospitality sectors. It reviews literature on service quality and tangibility. The study uses SERVQUAL and structural equation modeling to measure how physical facilities, tools/equipment, personnel appearance, physical presentation, and other customers influence tangibility and customer satisfaction in both sectors. Survey data from 500 hospital and hotel customers is analyzed. Results show tangibility and reliability significantly influence hospital customer satisfaction, while tangibility, reliability, and assurance influence hotel customer satisfaction. Structural equation modeling confirms the model is a good fit for both sectors.
Service+quality+value+allignment+through internal customer orientation in fin...Tapan Panda
This document summarizes a research study that examined service quality and internal customer orientation in an Indian public sector bank. The study surveyed bank employees in branches (front office) and regional loan departments (back office) to compare their perceptions of 14 service quality dimensions. The results found no statistically significant differences between the two groups' responses. However, some differences were observed based on employee demographics. Overall, the study found similarities between front and back office employees' views of service quality, suggesting the bank presents a consistent experience to external customers.
Effects of service quality and salespersonTapan Panda
This document summarizes a research study that examines the effects of service quality and salesperson characteristics on consumer trust and relationship commitment among life insurance buyers in India. It presents two models - one linking service quality to trust and commitment, and another adding salesperson characteristics as a mediating variable. The study uses structural equation modeling to test the hypotheses and relationships between the variables. 663 insurance buyers provided data to measure constructs like service quality, trust, salesperson expertise/power, and relationship commitment. The results validated the models and provided insights into how these factors interact in the Indian insurance context.
For a brand to be truly global, it must address a fundamental human need consistently across cultures. Successful global brands, like Dettol, communicate a central brand idea through products and marketing that resonate with consumers in different markets. Developing a global brand also depends on factors like the industry's pressure for globalization and a company's internationally transferable assets. While global brands standardize some elements, they must also connect with local consumers and generations through communication reflecting shared values.
Global brands must carefully craft a consistent brand strategy while allowing local autonomy. The strategy should define the brand's character, attributes, style, and values to ensure a unified message across cultures. While the core message is consistent, some elements may need adaptation to local markets. For example, a detergent brand would need to consider different washing temperatures in various countries. Successful global brands find a balance between consistency and cultural sensitivity.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
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1. The Ps and Qs of Global Branding
Dr Tapan K Panda
The standardization of global branding will take account of two broad dimensions -
the marketing process and the marketing mix. In terms of the marketing mix, the
manner in which a brand is positioned can affect cross-border transferability. Price is
also a key issue as it can reinforce the position and perception of a brand. Price can
vary dramatically in different countries due to the competitive structure of the market
and taxation. Therefore substantial pricing differences can lead to different brand
strategies being pursued. But brand identity and a clear, consistent message across
countries can be asserted through standardized packaging.
Literature survey carried out for this article examined the global fast food
industry. It was found that there was a variation in the branding strategies of the
companies involved, despite the fact that many were striving to develop some degree
of standardization. This seems to indicate that the creation of a global strategy will
meet considerable local obstacles. The transition of the Marathon brand to Snickers
and Opal Fruits to Starburst may indicate that global branding tends to be developed
incrementally. As we can see this leads to long established brands in one country
being sacrificed in order to achieve harmonization.
The Brand Offer
A logical brand offer should provide the similar communiqué across all the
countries. Long term brand loyalty is akin to getting the consumer to marry a brand
and requires that the marketer provide the same set of information one needs to
decide upon marrying a person, i.e. information about the physical attributes, the
style and the character of the brand.
Questions on physical attributes like how well does the product perform,
how competitive is its price may require some adaptation to local market conditions
and culture: An American laundry detergent may not satisfy an Indian
2. housewife, used to washing her laundry at near-boiling temperatures. Physical
attraction is in great part determined by culture.
Questions on style like how the physical-attributes message is delivered, is even
more rooted in culture. British, whose ad culture grew from magazines, want hard
facts. Indian culture is inclined to imagery and may resist hard sell. Other Asians are
sensitive to symbolism, Americans to humor etc. There is some truth to these
generalities, even though the rules are often successfully broken.
Character of the communication is the key element of branding and
the backbone of a global branding strategy. It requires an absolute consistency of
purpose which one can only achieve by having at the onset of the communication
planning, a very clear idea of the set of values to be linked to the brand. A
McDonald's commercial from the US, Germany, Brazil or Japan is readily recognized
as a McDonald's commercial, even though it may have been produced locally, and by
a different ad agency. It will consistently convey some or all of the values (service,
friendliness, understanding of family life etc.) which are attached to the company.
Global marketers need to first write a thorough and sustainable Brand Strategy
which lists the character traits intended for the brand. Then they should set up an
organization which can tactfully direct, teach and evaluate the brand's communication
to ensure consistency while at the same time preserving the autonomy (and thereby
the quality) of local management. A thorough understanding of influence of brand is
necessary while formulating a global branding strategy. Today's leading brands are
personalities in their own right and are well known in all societies and cultures as film
heroes, cartoon characters, sports stars or great leaders. In Asia, Coca Cola, Sean
Connery, Nestle, Sony, Batman, Mercedes and Michael Jackson are equally well
known. Thousands of people relate to brand personalities in the same way as they do
to human personalities. There is of course a psychological basis to this and the
psychology behind brands really stems from Carl Jung's work where he described the
four functions of the mind - thinking, sensation, feeling and intuition.
Tangible Benefits of Global Brand Building
3. Global brand building drastically reduces marketing investments. A strong brand
needs lower and lower levels of incremental investment to sustain itself over time. A
new and unknown player will have to spend two to four times the market leader to
achieve the same share of mind. Given the huge difference in business volumes, the
pressure of the bottom line is much higher for an un-established player.
Global brand building facilitates long range planning. The ability of the managers
of Lever, Nestlé or even homegrown organizations like Wipro, Hero or TVS to target
and budget primary sales would be infinitely simpler than for someone responsible
for a relatively un-established brand in the global market. Strong global brands
always account for more stable businesses.
Global brand building commands a premium. As long as there is a distinct value
attached to your offering, the consumer will always be willing to pay more for it. That
is the only reason why an unknown brand called Titan could command a substantial
premium over HMT. That is the same reason why a brand like BPL at a higher cost
beat the stuffing out of companies like Akai, Sony and Phillips in the TV wars.
Global brand building builds entry barriers. Human beings as a species love status
quo. Therefore, a brand, which is entrenched in the consumer’s mind, is very difficult
to dislodge. If for nothing else, the sheer inertia will override any cooing and wooing
noises that the new entrant would create. This consequently implies stability of
business and therefore stability of revenue.
Global brand building increases cash flow efficiency: Today, a Lever distributor
leaves signed checkbooks with the company to be filled in on material dispatch. This
is true for most global brands with strong franchises. Global brand building also
increases value of the business due to the international presence.. Phillip Morris
bought Kraft from General Foods in 1991 for US $13 billion. More than three times
its book value. Coca-Cola paid US $60 M to acquire Thums-Up from Parle’s. Neither
buyer had any lacunae in manufacturing, finance or human resources. They merely
bought business with very powerful brand equities and therefore paid more than the
net worth of the businesses.
4. Strategic Implications
There is an assumption that the world is becoming homogenized, yet national and
sub-regional cultures do exist. This makes global branding a tough challenge and one
that is handled differently from organization to organization. Some companies pursue
strategies based upon the identification of common elements among countries, whilst
others find it more profitable to adapt and adjust according to specific conditions in
various markets. There are five basic propositions that a global brand manager has to
take note of while developing strategy at global level.
Global Orientation at the Corporate Level
Many marketers operate in global markets with a strategy still rooted in the
domestic market. The strategy needs to embrace the opportunities and the costs of
working in multiple countries. The marketer has to look for his competitive advantage
outside the country of origin. What will allow one to compete and win in a country
that one has never heard of? Are the product and the brand in particular needed in
another culture? Only careful consideration of these questions will create the right
platform for a global branding strategy.
A Global Management Team
Global management teams tend to reflect the environment in which they operate.
They are made up of representatives of various cultures and backgrounds in their
respective countries. As a result, this type of team is a challenge to manage. The work
culture and pattern varies across countries. The key to building a global team is to
have it start by working on something of substance together- to create and build a
common vision of the future. That will globalize the company's strategy while
establishing new working relationships across the globe.
The D.U.M.B. Test for a Global Brand Potential
Global branding is not simply a marketing or advertising program. It is a way of
doing business that transcends the requirements of advertising and affects every
aspect of the business enterprise. A brand is a very valuable commodity in any
market-usually commanding a premium price and significant loyalty among its
5. regular users due to the proposed promise of performance- one that is consistently
delivered at a reasonable value and meets a perceived need among its consumers.
A simple test to see if the company has strong global brand potential is to see if
the brand meets the "D.U.M.B." test. Is the brand promise Demonstrable? I.e. can
consumers see the promise of performance in action? Is it Unique and different from
locally available alternatives? Is the promise being made Meaningful? It doesn't help
if the brand claims something that isn't important to the local consumers. Is the
promise Believable? If they don't buy the claim they won't buy the product.
Technology as an Enabler
If the brand manager makes a bold promise of performance with his brand he
must be able to deliver. That requires some "enabling technology" that can carry the
brand around the world. The enabling technology should be proprietary, have
inherent barriers to direct competitive response, and be applicable to every market the
brand enters. Identifying and deploying the enabling technology may be the single
most challenging management task.
Adaptability to the Local Markets
A consistent complaint of global management teams is that "home market"
management tends to ignore the unique characteristics of local markets. Successful
global products often require targeting a product against a different consumer
audience, using a significantly different manufacturing program, or utilizing different
distribution channels. These decisions should be the province of the local manager, as
long as the global brand and its enabling technology are not violated.
Conclusion
Social and cultural changes provide a favorable platform for global brands. The
concept of cultural blockage is gone from the market. It is the global life style,
dissemination of information through internet and more customization of the brands
to cater to the taste of the local customer that has made many multinational successful
in different markets. The marketer can not remain shy to this opening up of various
6. economies to the global business order. What needs to be done for making of a global
brand a success is to have a global vision with internationally transferable asset base
and a global team to understand and operate in culturally divergent markets to reap
the benefit of scale through strong value proposition and brand association?
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