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Global Branding Strategies

Global Brands
Exhibit 12-1 Top 25 Brands in the United States, Japan and Worldwide inter-country gaps

History, Competitive climate, Marketing support, Cultural receptivity to brands, Product category penetration

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

1. Global Branding Strategies (cont)

Factors explaining success of private labels

Improved quality of private-label products Development of premium private-label brands Shift in balance of power between retailers and manufacturers Expansion into new product categories Internationalization of retail chains 4 Economic downturns

1. Global Branding Strategies (cont)

Umbrella (Corporate) Branding Protecting Brand Names

Exhibit 12-6 Pizza Domino in Israel: Twin Brother of Dominos Pizza Exhibit 12-7 Differing Views on IP Protection

2. Managing Multinational Product Lines

Exhibit 12-8 International Product Mix of CPC International

Customer Preferences
Exhibit 12-9 Top Selling Campbells Soups Around the World

Competitive Climate Organizational Structure History

3. Product Piracy
Exhibit 12-10 Piracy Around the World

Strategic Actions Against Product Piracy

Lobbying Activities Legal Action Product Policy Options Communication Options

4. Country of Origin (COO) Stereotypes

Country of Origin (COO) Influences on Consumers

Exhibit 12-11 Product-Country Matches and Mismatches: Examples and Strategic Implications

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

Strategies to Cope with COO Stereotypes

Product Policy Pricing Distribution Communication

5. Global Marketing of Services

Challenges in Marketing Services Internationally

Exhibit 12-12 Barriers to International Marketing 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 Service Industries

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
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