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1. Global Branding Strategies

Global Brands

Exhibit 12-1 Top 25 Brands in the United

States, Japan and Worldwide inter-country gaps

History, Competitive climate, Marketingsupport, Cultural receptivity to brands, Productcategory penetration

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1. Global Branding Strategies (cont)

Local Branding

Global or Local Brands?

Exhibit 12-2 Sara Lees Hierarchy of Brands

Exhibit 12-3 Nestle Branding Tree

Exhibit 12-4 Brands of Six Multinational

Companies in 67 Countries

Brand name Changeover Strategies

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1. Global Branding Strategies (cont)

Private Label Branding (Store Brands)

Exhibit 12-5 Market Share (% Value) of

Private Labels in Japan : 1990 and 1994

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1. Global Branding Strategies (cont)

Factors explaining success of privatelabels

Improved quality of private-label products

Development of premium private-labelbrands

Shift in balance of power between retailersand manufacturers

Expansion into new product categories

Internationalization of retail chains

Economic downturns

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1. Global Branding Strategies (cont)

Umbrella (Corporate) Branding

Protecting Brand Names

Exhibit 12-6 Pizza Domino in Israel: TwinBrother of Dominos Pizza

Exhibit 12-7 Differing Views on IP

Protection

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2. Managing Multinational ProductLines

Exhibit 12-8 International Product Mix ofCPC International

Customer Preferences Exhibit 12-9 Top Selling Campbells Soups

Around the World

Competitive Climate Organizational Structure

History

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3. Product Piracy

Exhibit 12-10 Piracy Around the World

Strategic Actions Against Product Piracy

Lobbying Activities

Legal Action

Product Policy Options

Communication Options

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4. Country of Origin (COO)Stereotypes

Country of Origin (COO) Influences onConsumers

Exhibit 12-11 Product-Country Matches andMismatches: Examples and StrategicImplications

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4. Country of Origin (COO)Stereotypes (cont)

Strategies to Cope with COOStereotypes

Product Policy

Pricing

Distribution

Communication

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5. Global Marketing of Services

Challenges in Marketing ServicesInternationally

Exhibit 12-12 Barriers to InternationalMarketing of Services

Immediate face-to-face Contacts with

Service Transactions Difficulties Measuring Customer

Satisfaction Overseas

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5. Global Marketing of Services(cont)

Opportunities in the Global ServiceIndustries

Deregulation of Service Industries

Increasing Demand for Premium Services

Increase Value Consciousness

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5. Global Marketing of Services(cont)

Global Service Marketing Strategies

Capitalize on Cultural Forces in the Host Market

Standardize and Customize Central Role of Information Technologies (IT)

Add Value by Differentiation

Exhibit 12-13 Japanese Practices to Achieve

Customer Satisfaction Establish Global Service Networks

Exhibit 12-14 Market Leadership Coca-Cola