Professional Documents
Culture Documents
Brands in a
Borderless World
Contents
How to manage brands across geographical
boundaries
Challenges and issues in going international
Branding strategies that can be adopted while
going international
Critical factors for success
Ethical brand positioning
Economies of scale
Increased brand life cycle
Availability
Perception of brand superiority
High prestige and status
Decrease in marketing cost
Uniform brand image
Barrier to entry
Opportunity to tap similar segments in different
geographical markets
Enhanced strategic flexibility
Disadvantages of global
brands
Challenges in going
international
Politico-economic factors
Socio-economic classifications
Social factors
Legal aspect
Technological factors
Cultural factors
Local or global
A local brand is a brand that is available in one country or a
limited geographic area.
A global brand on the other hand is a brand that uses a
uniform marketing strategy and marketing mix in all the
markets it serves.
An organization while marketing brands across boundaries
can either develop different brands for different markets,
which lead to a number of local brands in its portfolio that
have to be managed.
The other option is that it can treat the world as one market
and offer one brand globally. This leads to the development of
few global brands in the brand portfolio, which then becomes
easier for the organization to manage.
Localization to
Standardization
Global
brand
Local
brand
(brand
name,
product,
positioning
modified)
Brand
name
and
product
modified
Brand
name and
positionin
g
modified
Brand
name
modifie
d
Positionin
g and
product
modified
Product
modifie
d
Positioni
ng
modified
(brand
name,
product,
positioning
standardize
d)
PEST analysis
Market scenario study
Consumer analysis
Brand drivers
Global / local
Brand identity and elements
Brand image
Brand position in brand architecture
Feedback
Review of activities
Quick Recapitulation
How to manage brands across geographical
boundaries
Challenges and issues in going international
Branding strategies that can be adopted while
going international
Critical factors for success
Ethical brand positioning
Questions?