chap10 global branding

7/23/2019 Chap10 Global Branding

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Chapter 10

Product and Brand Decisions


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10-2

Introduction to Brands andProductsBrand and productconcepts

Local, international,and global brands

Product design issues

Attitudes toward

foreign productsStrategic alternatives

New product issues


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10-3

Basic Product ConceptsA product is a good, service, oridea

Tangible attributes

Intangible attributes

Product classication

Consumer goods

Industrial goods


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10-4

Product TypesBuer orientation

Amount of e!ort e"pended onpurc#ase

Convenience

Preference

S#opping

Specialt


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10-5

BrandsBundle of images and e"periences in t#ecustomer$s mind

A promise made b a particular companabout a particular product

A %ualit certication

&i!erentiation between competingproducts

T#e sum of impressions about a brand ist#e brand image


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10-6

Brand EquityT#e added value t#at accrues to aproduct as a result of investmentsin t#e mar'eting of t#e brand

An asset t#at represents t#e valuecreated b t#e relations#ipbetween t#e brand and customerover time


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10-7

Local Products and BrandsBrands t#at #ave ac#ieved successin a single national mar'et

(epresent t#e lifeblood of domesticcompanies

)ntrenc#ed local products*brandscan be a signicant competitive#urdle to global companies


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10-8

International Products and Brands

+!ered inseveral mar'etsin a particularregion

)uro brands

T#e Smart car wasdeveloped b&aimlerC#rsler for t#e

)uropean mar'et


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10-9

Global Products and Brands-lobal products meet t#e wantsand needs of a global mar'et andare o!ered in all world regions

-lobal brands #ave t#e samename and similar image andpositioning t#roug#out t#e world


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10-10

Global Brand Characteristics.ualit signal/allows a compan toc#arge a premium price in a #ig#l

competitive mar'et-lobal mt#/mar'eters can useglobal consumer culture positioningto lin' t#e brand identit to an partof t#e world

Social responsibilit/s#ows #ow acompan addresses social problems


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Global Products and Brands-lobal brands arenot t#e same as

global productsiPod 0 brand

1p2 plaer0product


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10-12

Branding StrategiesCombination or tiered branding allowsmar'eters to leverage a compan$s

reputation w#ile developing a distinctiveidentit for a line of products

Son 3al'man

Co-branding features two or morecompan or product brands

NutraSweet and Coca4Cola

Intel Inside


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10-13

Brand ExtensionBrand acts as an umbrella for new products

)"5 T#e 6irgin -roup

7 6irgin )ntertainment5 6irgin 1ega4stores and 1-1Cinemas

7 6irgin Trading5 6irgin Cola and 6irgin 6od'a

7 6irgin (adio

7 6irgin 1edia -roup5 6irgin Publis#ing, 6irgin

Television, 6irgin Net7 6irgin 8otels

7 6irgin Travel -roup5 6irgin Atlantic Airwas, 6irgin8olidas


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10-14

Worlds ost !aluable Brands" #$$%

9 Coca4Cola

: 1icrosoft

2 IB1

; -)


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10-15

Global Brand &e'elop(ent.uestions to as' w#en managementsee's to build a global brand

&oes t#is move t t#e compan and*or itsmar'ets

3ill anticipated scale economies materialie

8ow diDcult will it be to develop a global

brand teamCan a single brand be imposed on allmar'ets successfull


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10-16

Global Brand &e'elop(ent-lobal brand leaders#ip

Esing organiational structures,processes, and cultures to allocatebrand4building resources globall, tocreate global snergies, and to

develop a global brand strateg t#atcoordinates and leverages countrbrand strategies


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10-17

Global Brand &e'elop(entCreate a compelling value proposition

T#in' about all elements of brand identit

and select names, mar's, and smbolst#at #ave t#e potential for globaliation

(esearc# t#e alternatives of e"tending anational brand versus adopting a new

brand identit globall&evelop a compan4wide communicationsstem


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10-18

Global Brand &e'elop(ent&evelop a consistent planningprocess

Assign specic responsibilit formanaging branding issues

)"ecute brand4building strategies8armonie, unravel confusion, andeliminate comple"it


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10-19

Slide 11-90

Big brand re%uires less brain wor' FtopG t#an wea'e

This Is Your Brain . . . .


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10-20

Local 'ersus Global Products and

Brands) * +eeds,Based *pproach

Physiological

Safety

Social

External!nternalEstee"

Self-act#ali$ation

1aslow$s #ierarc# of needs


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10-21

*sian -ierarchy o. +eeds


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10-22

Pac/agingConsumer packaged goodsrefers toproducts w#ose pac'aging is designed to

protect or contain t#e product durings#ipping, at retail, or point of use

)co4pac'aging is 'e because pac'agedesigners must address environmental

issues+!ers communication cues t#at provideconsumers wit# a basis for ma'ing apurc#ase decision


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10-23

LabelingProvides consumers wit# various tpes ofinformation

(egulations di!er b countr regardingvarious products

8ealt# warnings on tobacco products

American Automobile Labeling Act claries

t#e countr of origin and nal assembl point)uropean Enion re%uires labels on all foodproducts t#at include ingredients fromgeneticall modied crops


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*esthetics-lobal mar'eters must understand t#eimportance of visual aest#etics

Aest#etic stles Fdegree of comple"itfound on a labelG di!er around t#e world

Aest#etic elements t#at are deemedappropriate, attractive, and appealing in

one$s #ome countr ma be perceiveddi!erentl elsew#ere


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(ed5 Sout# Africa 0 mourningHIndia 0 puritH C#ina 0 celebration,good luc'H (ussia 0 Bols#evi's,communismH 3estern 0

e"citementellow5 C#ina 0 nouris#ingH )gpt0 mourningH India 0 merc#antsH

3estern 0 #aard, warning, #ope

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-reen5 C#ina 0 e"orcismH India 0 IslamH

Ireland 0 t#e countrH 3estern 0 Spring,rebirt#, go, ecolog

Blue5 Iran 0 #eaven and spiritualitH3estern 0 depression, sadness,

Jsomet#ing blueK bridal tradition,conservative

Purple5 T#ailand 0 mourningH 3estern

0 roalt

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3#ite5 apan w#ite carnation 0deat#H )astern 0 funeralsH 3estern0 brides, angels, good gus,#ospitals, doctors, peace

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10-28

Product Warranties)"press warrant is a writtenguarantee t#at assures t#e bueris getting w#at #e or s#e paid foror provides a remed in case of aproduct failure

3arranties can be used as acompetitive tool


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10-29

Extend" *dapt" Create) Strategic

*lternati'es in Global ar/eting)"tension%o!ering product virtuallunc#anged in mar'ets outside of #ome

countrAdaptation%c#anging elements ofdesign, function, and pac'agingaccording to needs of di!erent countrmar'ets

Creation%developing new products fort#e world mar'et

chap10 global branding

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