1Geographic extension, sources of opportunities for global brand,
single name to global brand, consumers & globalization,
conditions favoring marketing, barriers to globalization,
managerial blockages, organization for a global brand, pathways to
globalization.
STRATEGIC BRAND MANAGEMENT
It is built in to the brand concept.
It depends the brands growth & its ability to explore fresh
avenues & to sustain its competitive edge in terms of economies
of scale & productivity.
It’s a principle of international expansion.
STRATEGIC BRAND MANAGEMENT
sources of opportunities for global brand
The global brand is a necessary where as in many other cases it is
a means exploiting & taking advantage of new opportunities in
communication.
The single brand is a necessary whenever the clients themselves are
already operating worldwide.
The single brand permits a product to adopt to new international
opportunities.
As tourism develops.
International media develops.
Single international brand is easing the process of brand
extension.
STRATEGIC BRAND MANAGEMENT
Single name to global brand
Global marketing implies the wish to extend a single marketing mix
to a particular region or even to the world.
It also denotes a situation in which a firms competitive
positioning in one country can be significantly affected by its
position in other countries.
The global approach sees the role of individual countries as only
part of a wider competitive action.
The aims of marketing in each country are no longer determined by
the local subsidiary but are decided upon according to the global
competitive system.
Some companies develop the marketing mix for its new products &
tests its capabilities in home country before its extension to
other countries.
Certain countries are assigned to develop know how on a particular
brand or a type of product brand.
STRATEGIC BRAND MANAGEMENT
Examples: Magi ready snacks were launched 3 countries with 3
different names:
Germany: Maggi 5 minutes terrine.
France: Bolino.
STRATEGIC BRAND MANAGEMENT
Global brand leads to profitability
It cuts out duplicated tasks. Ex: Single Ad for all
countries.
It helps to eliminates the problems which arise when a product
appears at staggered intervals from one country to another.
Globalization allows a firm to exploit good ideas wherever they
come from.
A global policy allows a firm to slip the stranglehold of the major
retailer.
Example: P & G is following the above same global policies in
all countries.
STRATEGIC BRAND MANAGEMENT
Social & Cultural changes provides a favorable platform for
global brands.
Part of the market no longer identifies with long-established local
values & seeks new models on which to build its identity.
STRATEGIC BRAND MANAGEMENT
Barriers to globalization
The global village created by the transnationality of the
media.
Economies of production.
STRATEGIC BRAND MANAGEMENT
Barriers to globalization come from 2 sources: External &
Internal.
The difficulties arising from structural market differences &
from behavioral patterns in different countries.
Attitude is above all an automatic means of defense on the part of
organizations does not always reflect the reality where individual
countries are concerned.
Many companies prefer an approach adapted to each market due to
their corporate culture.
Whether or not brands are managed on a global basis the R/S B/W the
mother country & other various country.
There is indeed a close R/S price positioning & market
positioning.
STRATEGIC BRAND MANAGEMENT
Globalization necessarily entails a change in decision making
procedures & in these general underlying structure.
As for advertising, globalization implies adopting a single
network.
Global does mean transferring the marketing function, which used to
be very decentralized operation up to headquarters, or at least to
regional headquarter.
Some companies appoint an agencies in the network as head of
production & initiator of advertising campaigns due to
significance of market..
Globalization requires structures & procedures for information,
persuasion, coordination & approval.
STRATEGIC BRAND MANAGEMENT
PATHWAYS TO GLOBALIZATION
Consists of launching the brand from scratch simultaneously in
several countries.
It consists of unifying the local brands inherited during the
growth of the group.
Communication way.