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.