Download Chapter 12

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
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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
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•
•
•
•
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
•
•
•
•
•
•
•
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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!