* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Chapter 12
Marketing plan wikipedia , lookup
Market segmentation wikipedia , lookup
Direct marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Consumer behaviour wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Food marketing wikipedia , lookup
Target audience wikipedia , lookup
Green marketing wikipedia , lookup
Street marketing wikipedia , lookup
Marketing channel wikipedia , lookup
Viral marketing wikipedia , lookup
Market penetration wikipedia , lookup
Visual merchandising wikipedia , lookup
Digital marketing wikipedia , lookup
Customer engagement wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Target market wikipedia , lookup
Celebrity branding wikipedia , lookup
Multicultural marketing wikipedia , lookup
Product planning wikipedia , lookup
Marketing communications wikipedia , lookup
Marketing strategy wikipedia , lookup
WWE brand extension wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Advertising campaign wikipedia , lookup
Youth marketing wikipedia , lookup
Brand awareness wikipedia , lookup
Global marketing wikipedia , lookup
Brand loyalty wikipedia , lookup
Brand equity wikipedia , lookup
Personal branding wikipedia , lookup
Final Exam I. Vocabulary 10*2’=20’ (choices are given) II. Terms 15*1’=15’ (matching的方式, 包括全部内容,偏重MODULES II&III) III. Reading 15*2’=30’ (四篇到五篇,检测 阅读能力,包括全部主题) IV. Questions 3*5’=15’ (答案不要超过50 字,最好能够listing,两个MODULE II一 个MODULE III) V. Case analysis 1*20’=20’ MODULE III Chapter 12 Global Branding Warm-up Question • List domestic and foreign brand names in different industries. • For example: 蒂花之秀 VS Sassoon Matching • Finish Exercise 2 on page 115. What is a Brand • A name or symbol that is commonly known to identify a company or its products and separate them from the competition. – – – – names or symbols personification promise &trust concept or idea imbedded in the mind of the customer – source of customer loyalty – A unique value proposition What is a Brand (Cont'd) – That which allows one to charge a price premium for an otherwise generic product or service – The source of emotional connections with customers Single brand or Multi-brand? Multi-brand Strategy • Sale of two or more competing brands by the same marketer – acquisition of greater market share – competition between their brand managers is believed to hone their skills. • L'Oréal/Lancom/Vichy/Biotherm/Maybelline • P&G/Rejoice/Hair and Shoulders/Sassoon • Swatch/RADE/OMEGA/Tissot/Longiness/Swat ch • Volkswagon/Phaeton Key to success: recognize the optimal number of brands that will deliver more benefits than it costs. Diminishing returns as the number of brands increase. Cost efficiencies decrease as production volumes are spread across a greater number of brands, and brand cannibalization increases. Single brand Strategy When to leverage a single brand? • already operating worldwide (for efficiency) • the brand is an extension of the owner and his or her personality • the brand’s relationship to its country of origin creates positive associations (like a watch brand from Switzerland or a gourmet food brand from France) Global Branding Strategies • A uniform, global brand profile which essentially is imposed on each country • A dual strategy where the global strategy is fairly uniform but different from the home market • A common framework across the world but with significant local adaptation • An opportunistic approach where each decision regarding a country and market is taken in order to get the best short-term results What should remain constant? • corporate brand • brand identity system (especially the logo) • brand essence Further illustrated: The Five Cs of Global Branding • • • • • Communication Continuity Consistency Co-operation Control Communication Building familiarity and relevance to consumers is only achieved through effective communication of the brand message. Spread the brand message through promotional programs, sponsorship and public relations. Continuity • Brand equity is enhanced by long-term marketing programs to ensure a cumulative build over time. • The essence of the brand's image should be promoted in every market in the world. Consistency • Global consistency in brand packaging and advertising image portrayal, in both above and below-the-line programs, builds upon the brand's strengths. • Stringent controls should be in place to ensure the product's experience remains consistent around the world. • A consistent high-quality product and brand support that makes the brand instantly recognizable and familiar to beer drinkers the world over. Co-operation • The company should seek partners to build the brand's success through cooperative arrangements. • distributors, retailers, industrial buyers Control • Tightly control the brand and its image to manage, protect and grow the brand equity worldwide. • The marketing teams should set the brand direction uphold standards and promote the latest technology to develop communications links between the marketing teams worldwide. Cultural considerations • • • • • • • • language differences different styles of communication other cultural differences differences in category and brand development different consumption patterns different competitive sets and marketplace conditions different legal and regulatory environments different national approaches to marketing (media, pricing, distribution, etc.) Reading • Read the passage on page 116. • Finish exercise 4 • Find all examples given in the passage. What do they demonstrate? Reading & Translation • Rarely, though, is it realistic and profitable to extend all of them. • Nowhere is globalization more desirable than in sectors that revolve around mobility. • An Italian businessman will identify more with a hurried businessman who is not Italian than with an Italian who is not a businessman. • The main aim of such global marketing campaigns is not to increase sales but to maximise profitability. Reading & Translation • When young people no longer identify with long-established local values, they seek new models on which to build their identity. • AEG rests secure on the ‘Made in Germany’ model, which opens up the global market since the stereotype goes beyong national boundaries. • American firms, for instance, are natually geared to globalization because marketing in a huge domestic market alaready treats America as a single entity despite its social and cultural differences. This is THE END!