international branding 05.11
TRANSCRIPT
University of Applied Sciences in Fulda
Title of dissertation:
International Branding
In Module
International Marketing Management
Lectured by
Prof. Dr. Lutz H Schminke
Authors:
Jenny Lau Alexander Hufnagl
Magdeburger Strasße 5 Ausbacher Straße 32
36037 Fulda 36284 Hohenroda
[email protected] [email protected]
Matrikelnummer: 531111 Matrikelnummer: 333014
Sophia Jurisch Tadoh Jude Samkia
Sebastian Straße Marquard Straße 28
36037 Fulda 36039 Fulda
VI
[email protected] [email protected]
Matrikelnummer: 633017 Matrikelnummer: 433065
Fulda, 09.11.2011
I
Management summary
Companies have understood the importance of brands in the national and
international context in this light branding has become a fundamental part
of the company’s strategic maneuver on foreign terrains.
To shape the brands appearance across national borders, four branding
strategies which are often used by most international companies are
explicitly introduced, multiproduct, multibranding, private and a mixed
branding strategies
Additionally, the chief reasons of international branding are exposed, like
the economies of scale which companies seek to capture when going
global. Furthermore a brief rundown of benefits and the pitfalls of taking a
brand across foreign borders are illustrated.
A brief resume of standardization and localization is summarized. On the
one hand, by using a standardized brand, a company reduces its risk and
enhances the (premium paid) by the customer. Additionally costs can be
saved by the implementation of same advertisement champagne
worldwide due to standardization. On the other hand, a company should
take note of cultural differences amongst nations and possibly adapt its
brand elements, as the product name, to response to local preferences if
need arises.
Before introducing their brands, trademarks and patents must be
registered (whereupon unlike) as well as approaches to legal protection
have to be considered. Trademarks or patent protection is one of the most
controversial and challenging areas brand management has to deal when
attempting to travel with brand to foreign shores .This dissertation tackles
all the above mentioned issues and an example of a global or an
international brand is presented with future prospects of international
branding.
II
List of Contents
Management summary..............................................................................I
List of Contents.........................................................................................II
List of figures........................................................................................... III
1 Introduction........................................................................................1
2 Branding Introduction and term definition......................................2
2.1 Branding Goes International..........................................................3
2.2 Differentiation vs. Standardization.................................................3
3 Relevance of international branding................................................4
3.1 Rely on a global brand...................................................................5
3.2 When to better stay local...............................................................6
4 Brand Strategies.................................................................................7
4.1Multiproduct branding……………………………………………………
4.2 Multibranding strategy……………………………………………….
4.3 Private branding ………………………………………………………..
4.4 Mixed or hybrid branding
5 Potential challenges...........................................................................9
5.1 Cultural differences........................................................................9
5.2 Legal protection...........................................................................10
6 Born Global.......................................................................................11
7 Future prospects..............................................................................12
III
Appendix.................................................................................................13
Literature.................................................................................................16
Books.....................................................................................................16
Online Sources......................................................................................18
Declaration on oath................................................................................19
IV
List of figures
Figure 1: Consumer interests and expectations 13
Figure 2: 100 Most Valuable Global Brands 2011 14
Figure 3: Producing country of plagiarisms 15
1
1 Introduction
In times of internationalization and globalization, brands play an important
role in international markets. An expansion into the international market
without the inclusion of a brand is unimaginable. Due to the fact that
most(consumers needs are becoming convergent around the globe)
(product cores are increasing homogeneous), companies have to be
silhouetted against competitors through a targeted branding( and
profiling.1 )
International branding is (mainly) caused by three different developments
(Factors):
- "The large number of corporate mergers and acquisitions
- The increasing globalization of markets and
- The growth of new brands"2
The following dissertation will describe the term "international branding"
and analyze its importance for a company. In addition, the advantages and
disadvantages as well as the strategic aspects of global brand
management will be explained. In the end the authors will illustrate the
potential challenges when going global with a brand and show a practice-
oriented future analysis.
The objectives of this dissertation will be to illustrate (present) the reader
with not only the importance and advantages of introducing a brand to a
foreign market but also(the effects or consequences of taking a brand
overseas). to reflect the resulting problems. (Besides chances) due to
corporate brands, there will also two major challenges be discussed.
Moreover, the reader shall get an impact(a vivid positure) of how modern
marketing will benefits from future trends in brand management.
1 Vgl.: Esch F.R., Moderne Markenführung S. 20052 Vgl.: Steiner P., Sensory Branding, S. 69
2
To carry out this dissertation, (Hereby, the authors will) we relied on
several scientific dissertations, articles from newspapers, economic
magazines and many academic literature on marketing and branding.
(Additionally)Furthermore, statistics and surveys conducted in the UK and
Germany will be used to illustrate diverse hypotheses.
2 Branding( Introduction) and term definition
There is a variety of marketing literature about branding. However, a
general definition of global branding or international branding does not
exist.These terms are used interchangeably in many marketing literature.
Karl-Heinz von Lackum characterizes branding as the effective
establishment and management of a new brand. His definition is based on
a quote from Hans Domizlaff, who is referring to him as the Father of
Branding: "The goal of branding techniques is to secure a monopoly in the
psyche of consumers.3
On the one hand, a company tries with its brand to address their target
audience directly and inspire them on an emotional level. On the other
hand, the accomplishment seems to be quite difficult, especially when a
company tries to pursue a successful branding strategy not only at
national but also at international level. For Brown and Fletcher thus a
brand is: “a name, term, symbol, sign, design or combination of these,
created with the objectives of differentiating the offering from those of
competitors.”4 However, in this dissertation (the authors)we will refer to a
brand as follows: (A brand represents a company and also has the task to
meet or even exceed the expectations of consumers. Branding is not just
a logo, writing or jingle. A trade mark must inspire and stay in the minds of
customers.)a definition is required!!
It should be noted that branding can only be used successfully in form of
a holistic kind of view.5 A holistic view means the simultaneous design of 3Vgl.: Von Lackum K.H., Mit Branding an die Spitze!, S.144 Vgl.: Fletcher R., Brown L., International Marketing an Asia-Pacific Perspective S. 5335 Vgl.: Esch F.R., Strategie und Technik der Markenführung S. 179
3
brand name, brand logo and packaging, which is also known as "The
Magic Triangle of branding" by Langner.6 In the case of an international
expansion, the design parameters – name, logo and packaging – may
have to be modified to the target market.
2.1Branding Goes International
Almost every successfully managed brand arouses expectations of
increasing profits by expanding to foreign markets. One reason for this
effort could be, according to Kotler, the rising travel behavior of society
which increasingly expects to find the same brands all over the world.7
While Kotler describes a brand as a global one, if at least one third of the
sales volume will be conducted outside the home market,8 Fletcher and
Brown add also other criteria. They mention six measures, with which a
brand can be judged as global:
1. “It dominates the domestic market, which generates cash flow to
enter new markets
2. It meets a universal consumer need
3. It demonstrates balanced country-market coverage
4. It reflects a consistent positioning worldwide
5. It benefits from positive country of origin image, and
6. The focus is on the product category”9
However, the marketing experts agree on the diversification of the
marketing mix, depending on the final destination of a product.
Nevertheless, the main market values of a global brand are never subject
to change.10 Hence a company, that wants to sell its products on the
international market, faces the problem of the right mixture of
standardization and differentiation.
6 Vgl.: Steiner P., Sensory Branding – Grundlagen multisensualer Marktführung S. 697 Vgl.: Kotler P., Keller K.,m Brady M., Goodman M., Hansen T.,Marketingmanagement S.4608 Vgl.: Kotler P., Keller K.,m Brady M., Goodman M., Hansen T.,Marketingmanagement S.4609Vgl.: Richard Fletcher R., Brown L., International Marketing an Asia-Pacific Perspective S. 53510 Vgl.: Kotler P., Keller K.,m Brady M., Goodman M., Hansen T.,Marketingmanagement S.460
4
2.1 Differentiation vs. Standardization
From a business perspective standardization primarily intends to minimize
the costs of adapting a product. Proctor and Gamble as an example was
able to save millions of dollars due to a standardized product packaging of
Pampers in Europe and the resulting uniform storage.11 However,
sometimes it is necessary to do certain adjustments to a brand’s elements
on foreign markets as the example of an Australian airline named “Ansett”
illustrates: This airline had tried to establish itself on the Chinese market
without adapting its brand to local distinctions. Wondering why Chinese
citizens did not use their service, the company found out that the name
"Ansett" means "To die peacefully" in the Chinese language.12 This case
proves that the name of a product represents a decisive factor of
differentiation. Companies have several options to modify a brand name,
e.g by modifying the brand name in each country or by using the
company’s name as a brand name.13In addition to verifying the correct
brand name, the two other elements of the branding triangle (brand logo
and packaging) will have to be tested on their international capability.
Almost all brands have to undergo changes. Country-specific statutory
provisions, taste changes, or different standard sizes in other countries
may lead to differentiation. As a result, (the authors) we propose the
following guideline for companies: as much standardization as possible
and as much differentiation as necessary.
3 Relevance of international branding
There is an increasing need for international branding in the last decade
due to different market trends that made global markets more competitive
and challenging to satisfy customer demands, the rising number of new
brands and technological innovations. There are five main market trends:
rising economies of scale, exploitation of experience and knowledge
transfers, capitalizing on geographic image spill over, seeking new
11Vgl.: Esch F.R., Strategie und Technik der Markenführung S. 17712Vgl.: Fletcher R., Brown L., International Marketing an Asia-Pacific Perspective S. 53413Vgl.: Fletcher R., Brown L., International Marketing an Asia-Pacific Perspective S. 536- 537
5
expansion opportunities, and globalization of the retail trade.14 It is more
and more expensive for a company to achieve an advantage in the
extremely competitive global markets. There are numerous factors to
influence the decision of a company to decide to adopt global branding
strategy. The main push factors are raising costs of research
anddevelopment for product differentiation. Furthermore production cost
advantages can only be reached by reducing more than is locally
demanded.
Another reason for (global branding) (term should appear in the
introduction) is the individual demand of customers. For some products
consumer tastes are converging and products serve the same function
everywhere. This means using the same brand name and marketing the
same brand image works all over the world. The phenomenon of the
“global consumer” has emerged with the parallel development of
international information technology and communications. For example,
Coca-Cola is a homogenized soft drink product marketed all over the
world no matter which culture or tradition!!!!!! Information some Cocacola
drink as country specific Turkey!!!!. A company can apply its marketing
strategy through experience in local markets on new markets at a low cost
without active corporate support. Global communications, driven by the
Internet, international business travels and the globalization of the media
and entertainment industries enables companies to innovate, design and
market their products worldwide. Such increase in information technology
results in better awareness of products and services offered in other
countries for the consumers, leading to an increased demand for products
globally. Another significant driver is retail trade consolidation, which often
results in global mega chains. Market advantages such as sharing
information and technology, efficient logistic systems etc. leads to greater
negotiation power with manufacturers.15
14 Mühlbacher, Leihs & Dahringer (2006) International Marketing: A Global Perspective (3rd ed.) Cengage Learning EMEA
15 Mühlbacher, Leihs & Dahringer (2006) International Marketing: A Global Perspective (3rd ed.) Cengage Learning EMEA
6
3.1 Rely on a global brand
A strong brand is very important in a time of growing competition and
saturated markets, and it is reflected by how familiar customers are
towards the brand. There are additional advantages for companies with a
global brand that influence brand equity to a large extent. Positive brand
associations can influence a customer's perception of quality, product
evaluations and purchase rates and are therefore of great importance
forthe global branding decision. In general the more standardized the
brand is, the greater is the extent to which the following advantages can
be achieved16 (up). Consistency is definitely one of the main conditions of
global branding. A consistent image facilitates global advertising and
promotion. Extensive research can therefore be carried out on main
variables to measure the global image of a global brand. Under the
phenomenon of increasing homogeneity lifestyles, consistency can be
easily maintained.
In order to stay competitive and to achieve revenue growth, companies
must enter new markets that provide high growth opportunities or
comparatively weak competition. Especially mature brands with growth
potential limited by local markets benefit from standardization: Personnel
and administration expenses can be reduced because of a consolidation
of marketing functions and hence avoidance of duplicating activities. The
company can also save costs by uniform production of global advertising
and it can be advertised in similar media throughout the world too. Another
advantage is increased competitiveness. As for local markets, a strong
global brand helps a company to stand out among competitors.
Consumers would rather trust in a famous, easy to remember brand that
would lead them buying that brand with more certainty. Even retailers and
wholesalers would help promote the well-known brands in stores and thus
sales numbers could more likely increase. The product value would
16 Keller, K. L. (2003) Strategic Brand Management: Building, Measuring, and Managing Brand Equity (2nd ed.). New Jersey, p.682.
7
increase significantly as well if it is well-known globally and has gained
enough customers’ awareness.
3.2 When to better stay local
Although there are many good reasons of global branding as mentioned,
there are still some possible disadvantages. As said before, the right level
of standardization is critical. Due to language differences or misleading
translations, the same brand name might go wrong in a foreign country.
Design elements that are not accepted by the market, ruin the brandimage
in a sustainable way. Moreover, market entry would be difficult if there are
already some market niches in a particular country. There might be lack of
flexibility because of standardization. Therefore it is only suitable for
simple products such as Coca-Cola. Another problem is that the product
might be sold at different prices in different countries due to tariff levels,
sales taxes and economic situations.
On the other hand, local brands enjoy some advantages that global
brands might not be able to achieve. Consumers can usually relate better
to the local brand name and image. Marketing strategies can be divided
into specific segments. It is more flexible in the sense that it can be
changed to suit local circumstances. The product image can be tailor
designed to local consumers too. If a company operates only in a limited
number of markets, then it would be easier to stay a local brand. 17 As a
result, it can be said, that the decision whether to take a brand global is
sensitive to the kind of product or service provided.
4. Brand Strategies
Looking at a brand from an international perspective, there exist an
arsenal of different strategies that companies can employ to travel to
17 Bennett & Blythe (2002) International marketing: strategy planning, market entry & implementation (2nd e.d) Kogan Page Publishers
8
foreign shores. ( Kerin et al.,2006 p. 304-307) presents four strategies that
mirror branding strategies on a global scale. These international branding
strategies consist of multiproduct branding, multibranding, and private
branding and mixed branding strategies.
4.1Multiproduct branding
This approach is called corporate branding or family branding. Family
branding is also known as umbrella branding. Here a company uses one
name for its entire products in a product class. Examples of corporate
branding include brand names like General electric, Philips, Nike, and
Sony. A typical example of family branding is Church & Dwight which uses
the Arm & Hammer to expose all of its products featuring baking soda as
primary ingredient ( Kerin et al.,2006 p. 304-307).
4.1.1 Brand line extension, sub-branding and brand extension
Multiproduct branding strategy employs a wide range of brand line
extension in which the parent brand covers a new product or service with
new flavours, forms, colours, ingredients and package sizes (Kotler et
al.,2009 p.438-441). For instance, the Campbell Soup Company uses a
multiproduct branding strategy with more than 100 soup flavors. Also
Danone, a French food company introduced several types of yogurt line
extension consisting of fruit on the bottom, natural flavours and fruit
blends. The main pitfall of such a line extension is called a ‘line extension
trap’ where the core brand name becomes weaker than other products in
the line. For example Cadbury ran the risk of losing its core identity as a
chocolate and sweet brand by extending its mainstream to food products
such as mashed potatoes, powdered milk and soups (Kotler et al.,2009
p.438-441).
Subbranding is also a form of a multiproduct branding whereby the
corporate or umbrella branding strategy is merged with a new brand. An
example is the subbranding of Gatorade to Gatorade Forst and Gatorade
9
X-factor and each product potrayed a unique flavour( Kerin et al.,2006 p.
304-307).
Brand extension, which is the practice of using a current brand name to
enter a completely different product class ( Kerin et al.,2006 p. 304-307),
is very pragmatic in the multiproduct branding arena. An extension within
the same category ‘close’ or an extension into another category ‘remote’ is
called ‘brand stretching’ which is not more accurate in the modern times.
For example, Johnson & Johnson used the Tylenol name to capture equity
via Tylenol Cold & Flu and Tylenol PM as sleeping aids. Honda also
depicts a vivid picture of brand extension using its name to cover different
products like cars, motorcycles, snow blowers, lawnmowers, marine
engines and snowmobiles (Kotler et al., 2009 p.438-441).The capital
drawback of such an extension is the dilution of the core brand. For
instance, LEGO neglected its core market and switched into clothes,
watches and video games which led to massive loss in profit. Brand
switching can also be triggered by such an endeavor causing cannibalism
effect where the sales are high and meet target but at the opportunity cost
of their mainstream brand. The opportunity of creating a new brand with its
own unique identity is often also undermined with brand extension since
the company enjoys increased sales.
Co-branding is also a form of brand extension, which is the practice of
using established brand names of two different companies on the same
product (Kotler et al., 2009 p.438-441). For example, Bravo! Foods co-
brand with Master Foods to create Starburst Slammers, 3 Musketeers
Slammers, and Milky Way Slammers. General electric worked with
Gulligan to develop its water by Gulligan Profile Performance refrigerator
with a built-in Gulligan filtration system. The banking sector is renowned
for its multiple co-branding maneuvers. For examples, Citibank co-
branded Mastercard and Visa with American Airline and Ford ( Kerin et
al.,2006 p. 304-307).
.
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4.2 Multibranding international strategy
Alternatively, companies can involve themselves in multibranding strategy
which entails allocating a distinct name to each product in the product
class (Kotler et al.,2009 p.438-441). The strategy makes sense when each
brand is caved to respond to different market segment. For example, P&G
produced the Camay soap for soft skin consumers and safeguard for
those who want deodorant protection. Black and Decker uses its name for
its household ‘do-it-you self’ segment but Dewelt name for its professional
tool line. Disney uses Maramax and Touchstone pictures for films directed
to adult and Disney for children. The strategy can also be manifested in a
variety of companies. Marriott International hotels for example use the
brand on the basis of price quality segments, whereby Marriott Marquise
hotels and vacation clubs offer luxury amenities at premium price. Marriott
and Renaissance hotels offer medium-to high- price accommodations,
whereas, country yard hotels and town place suites appeal to economy-
minded travelers while Fair Field Inn is for very low budget travelers.
Multibranding can be used as a defensive strategy to confront competition
head-to-head in a strategy called fighting brands or flanker. For instance,
Frito-lay introduced Santitas brand tortilla chips to go against regional
tortilla chips brand that were putting a dent to sales of the mainstream
Doritos and Tostitos brand tortilla chips. Mattel also launched its Flava
brand of hip-hop fashion dolls in response to the popularity of Bratz brand
dolls sold by MGA Entertainment, which were attracting 8 to 12 year-old
girls segment of Barbie brand sales. The key disadvantage with this
strategy is the high promotional cost attached to it. Also since brand
awareness seems to be at the forefront of this strategy, the complexity and
the expense of implementing this strategy might outweigh its benefits. The
capital gain is that the failure of one segment does not hamper the other
products in the product line.
4.3 Private branding or private labeling or reseller branding
In this case, the manufacturer produces the product but sells them under
the brand name of wholesalers and retailers (Kotler et al., 2009 p.438-441)
11
For example; Rayovac, Paragon Trade brands and Ralcorp are major
suppliers of private label alkaline batteries, diapers and grocery products
respectively.
4.4 Mixed or hybrid branding
Mixed branding is when a firm markets products under its own name(s)
and that of a reseller because the segment attracted to the reseller is
different from its own market (Kotler et al., 2009 p.438-441). For example,
Kodak uses a mixed branding strategy in Japan to increase its sales of
35mm film. Additionally, the company now makes COOP private labels
firms for Japanese Consumer Cooperation Union.This is also
demonstrated by Coca- Cola which used its brand name on a global scale
but has introduced a lot of product variant like Cherry Coke, Diet Coke and
some local regional drinks like Lilt in the UK, TabXtra in Scandinavia and
Cappy in Turkey.
5.Potential challenges
The thesis focuses on two main challenges when entering a foreign
market with a domestic brand: cultural differences and legal protection.
5.1Cultural differences
“The global market place [is] a highly […] competitive battlefield for
companies vying for supremacy!” (Roll, 2011) Cultural differences create
an extreme complex environment and are at the same time crucial for a
brand’s success. Thus, local distinctions force companies to segment their
markets. But during western people tend to respond to emotional product
characteristics, developing countries consume for economic benefit.
12
These objective and functional preferences as well as a lower technology
level also demand differentiated media application (Esch, 2003, p. 124).
Consumption patterns are determined by value-driven preferences.
(connection) Companies have to analyze the target market, e.g. in
reference to language spoken, religion, wealth acquisition and risk taking,
in order to address local sensitivities (Stone & McCall, 2004, p. 19).For
instance, Disneyland did not take cultural differences in account when
opening Euro Disney with English instructions and standardized food
items - and failed.(Additionally) Furthermore, a company has to take into
account that in developing countries(the middle class is missing which can
not afford to pay a premium price) are missing a broad middle class that
can afford to pay premium prices) .(For example) Hence, Unilever sells
their shampoo in sachets in India. (Poor people) can afford smaller, less
pricy packets and are able to enjoy some luxury with the money left at the
end of a month. (On the one hand), Local distinctions also demand for
alternative technologies. Nokia for example, was very successful by
developing dust-resistant mobile phones in rural India (Roll, 2011). (On the
other hand) social conditions may decelerate the development of a
market, (e.g.) for instance, threatening unemployment for maids due to
washing machines in Brazil.
Esch (2003, p. 125) (is warning) warns that by identifying local
preferences via market research, global companies have to consider that
competitors got the same results. Instead of creating a unique brand,
international companies may position the same way and products would
become exchangeable. Moreover, market researches reflect current
aspects of product characteristics. Thus, by developing a brand strategy,
companies are at risk to take over out-of-date clichés.
Taking these circumstances into account when adopting their brand
strategy, international companies can turn the cultural challenge into an
opportunity. Brands which adequately reflect customer preferences will
sustain on the complex battlefield of developing country’s(Why) markets.
13
5.2Legal protection
According to Teixeira (2005), the power of a brand depends on the brand’s
image and is therefore directly related to legal protection. In this context,
special relevancy is attached to patents, trademarks and copyrights. In
2010, German customs found more than 23.000 infringements of industrial
property rights (Bundesministerium der Finanzen, 2011, p.9). The
plagiarisms( pirated copies) were mostly manufactured in China, as can
be seen in the annex 1. Product and trademark piracy harms international
companies in two ways: loss occurred (e.g. damaged reputation) and loss
of profit. (On the other hand,) the worldwide protection of trademarks is
costly and is based on constant enforcing against counterfeits and
applications. Moreover, it is nearly impossible due to differing
governmental approaches, expressed by varying local laws, practices and
periods of validation. In Thailand, for example, there is no patent
protection for pharmaceutical products (Stone & McCall, 2004, p. 137).
Imitation of medicines is, in the opinion of EU-Commissioner, Günter
Verheugen, “ […] attempted mass murder!” (Süddeutsche, 2009). Before
creating a new brand it is therefore necessary to identify possible existing
similar trademarks. Subsequently, an international intellectual property
strategy, containing suitable legal means, as trademarks, copyrights or
patents, hasto be displayed. Thereby companies have to take into account
product life cycles, potential consumer markets as well as producing and
competing countries (Teixeira, 2005).
The globalization of markets, easier transfer of technology, trading blocs
and progressive tariff reduction have shown that inadequate patents cover
only the country of origin. As a result, cheap plagiarisms can compete at
much lower costs as the original producer who faces high expenses for
product development, quality controls, first-class resources, certification,
advertisement etc. Hence, the manner and speed with that the patent
cover is acquired bound up closely with the decision for a brand and its
profitability (Stone & McCall, 2004, p. 137).
14
6.Born Global
The creation of a new brand also contains the decision to immediately go
global. Larry Page and Sergey Brin claimed to organize the world’s
information and to make it universally accessible. The global focus of the
1997 registered trademark “Google” and the superior software, patented in
1998, proved them right: the first billion-URL index only a few weeks after
having translated the website into the most common languages (Google,
2011). The flexibility based on its online existence and the ability to
transform user input at an early stage of development created the worlds
largest search engine, only by mouth-to-mouth propaganda. Google met
the decision criteria of the worldwide target group: less time, higher
expectations and extensive knowledge. Furthermore, the company made
social responsibility and environmental protection part of its corporate
identity. Knowing about the increasing customer awareness to corporate
social responsibility (see annex 2), Google conducts innovation cups for
college students and invests in renewable energy (The Sydney Morning
Herald, 2011). Eventually, the high brand value strengthened the
companies’ ability to extend the brand to new products and services, as an
operating system for mobiles or cloud computing (Davis, 2010, p. 14,
7).Future prospects
Nowadays, technology and communication brands as Facebook, Microsoft
or IBM are on top of the worldwide rankings in brand value (see annex 1).
One reason is their client’s high affinity to the internet. Here customers can
be asked to give direct feedback, take place in competitions or promotion
events. Modern communication between companies and stakeholders is
not longer one-way, but takes place as a dialogue (Davis, 2010, p.71). The
internet constitutes the perfect platform: Consumers with similar interests
can share their opinions, experiences or look for consult, e.g. in social
networks. Thus, successful brands need to respond to consumers’
diversity and fluidity, access to information and interconnectivity as
communities (AccountAbility/ NCC, 2006, p.17). Apple succeeded in
transforming customer sentiment into financial value, boosted its brand
15
equity for 84 percent and became the most valuable brand in 2011
(Financial times, 2011, p. 1).The conclusion should merge all the parts
together and then the future prospects!!!!! And the Born global should be
revised or removed.
16
Appendix
Figure 1: Consumer interests and expectations
Source: AccountAbiliy / NCC (2006): What assures consumers? p. 25
17
Figure 2: Most Valuable global brands 2011
Source: BrandZ (2011)
18
Figure 3: Producing country of plagiarisms, in %
Source: Bundesministerium der Finanzen (2011): Der Zoll –
Produktpiraterie im Visir, Berlin, p. 9
19
Literature
Books
Bennett & Blythe (2002) International marketing: strategy planning,
market entry & implementation (2nd e.d) Kogan Page Publishers
Davis, Melissa (2010): Grundlagen des Brandings, München, Stiebner
Verlag, 1st Edition
Esch, F.R. (2005): Strategie und Technik der Markenführung, 3. Auflage,
München, Verlag Franz Vahlen
Esch, F. R. (2005) Moderne Markenführung: Grundlagen-Innovative
Ansätze-Praktische Umsetzungen, 4. Auflage, Wiesbaden 2005
Exler, S. (2008) Die Erfolgswirkung globaler Marken - Eine empirische
Untersuchung unter Berücksichtigung kaufentscheidungsbezogener und
individueller Einflussfaktoren, 1. Auflage, Wiesbaden
Fletcher, R. / Brown, L. (2008) International Marketing in Asia-Pacific
Perspective, 4. Edition, Australia
Henle, F. (2004) Besonderheiten des internationalen Branding, 1. Auflage,
Norderstedt
Keller, K. L. (2003): Strategic Brand Management, Building, Measuring,
and Managing Brand Equity, 2 Edition, New Jersey
Kerin,H./Berkowitz.,R(2006):Marketing(8th ed.)
McGraw-Hill/Irwin,NewYork
Kotabe, M. & Helsen, K. (2008) Global Marketing Management (4th ed.).
Hoboken, New Jersey
20
Kotler, P. / Keller, K. / Brady, M. / Goodman, M. / Hansen T. (2009)
Marketing management, 13. Auflage, England
21
Mühlbacher, Leihs & Dahringer (2006) International Marketing: A Global
Perspective (3rd ed.) Cengage Learning EMEA
Steiner, P. (2011) Sensory Branding Grundlagen multisensualer
Marktführung, 1. Edition, Wiesbaden
Stone, Marilyn, A. & McCall, Ian (2004): International Strategic
Marketing, London, Routledge (publisher), 1st edition
Theobald, E. / Haisch, P.T. (2011) Brand Evolution – Moderne
Marktführung im digitalen Zeitalter, 1. Edition, Wiesbaden
Von Lackum, K.H. (2004) Mit Branding an die Spitze! Wie Sie auch ohne
Werbemillionen die Konkurrenz überflügeln, 1. Auflage, Wiesbaden
22
Online Sources
AccountAbiliy / NCC (2006): What assures consumers?
http://www.accountability.org/images/content/0/5/052/What%20Assures
%20consumers.pdf
Bundesministerium der Finanzen (2011): Der Zoll – Produktpiraterie im
Visir, Berlin
http://www.bundesfinanzministerium.de/nn_32380/DE/BMF__Startseite/
Service/Broschueren__Bestellservice/Zoll/
60250__Zoll__Produktpiraterie,templateId=raw,property=publicationFile.p
df
Die Süddeutsche (July, 12 th 2009): Das ist versuchter Massenmord
http://www.sueddeutsche.de/wissen/faelschung-von-arzneimitteln-das-ist-
versuchter-massenmord-1.130087
Financial Times Special Report (May, 19th 2011): Global brands
http://media.ft.com/cms/d883e346-820b-11e0-a063-00144feabdc0.pdf
Google (2011): Google history
http://www.google.com/about/corporate/company/history.html
Roll, Martin (2011): Cross-cultural branding and leadership.
http://www.venturerepublic.com/resources/Crosscultural_branding_leaders
hip.asp
Teixeira, Cassiano Golos (2005): Protecting your trademark far from
home http://www.brandchannel.com/brand_speak.asp?bs_id=121
23
The Sydney Morning Herald (2011): Google guzzles 2.3b kilowatt-hours
of electricity a year
http://www.smh.com.au/environment/energy-smart/google-guzzles-23b-
kilowatthours-of-electricity-a-year-20110909-1k1m0.html
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Declaration on oath
Hiermit erklären wir, dass wir die Arbeit gemäß §5 der Prüfungsordnung
des Fachbereichs Wirtschaft der Fachhochschule Fulda selbständig
angefertigt habe und keine außer den angegeben Quellen und Hilfsmittel
benutz haben.
Die Arbeit hat in gleicher oder ähnlicher Form noch keinem anderen
Prüfungsamt vorgelegen.
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