GLOBAL BRANDING DECISION

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PRODUCT AND BRAND

PRODUCT :- tangible and intangible attributes provide benefits to buyer and user. Tangible :- physical terms ,ex: dimension and weight. Intangible :- product attribute status , manufacture commitment , brand status .ex: blue bird is safe. BRAND :- complex bundle of image and experience in consumer mind . Brand image :- sum of impression customer perception , ex: Apple and Nokia is multimedia. Brand equity :- value crated by relationship between customer and brand . Ex: logo of Nike and MC Donald.

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Local , International and global product

Local :- available in single country . International :- available in several country . Ex : Honda fit and jazz.

Global :- Global products meet the wants and needs of a global market and are offered in all world regions Global brands have the same name and similar image and positioning throughout the world

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A multinational has operations in different countries. A global company views the world as a single country. We know Argentina and France are different, but we treat them the same. We sell them the same products, we use the same production methods, we have the same corporate policies. We even use the same advertising in a different language, of course. Alfred Zeien Former Gillette CEO

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Global Brand Characteristics

Quality signalallows a company to charge a premium price in a highly competitive market Global mythmarketers can use global consumer culture positioning to link the brand identity to any part of the world Social responsibilityshows how a company addresses social problems

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Brand image and Brand Equity

Co branding :- combination of two or more different company or product brand .

extension :- using establish brand name when develop new product line and category . Ex: Coca cola Valpre brand bottled water in south Africa.

Brand

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Develop Local and Global product with Maslows

Basic need (physical), need for food, clothing, and Salter ,product meet this basic has potential for globalization Ex: coca cola and Mc Donald creating local product and brand for particular country market . Mid level need (social) self respect , self esteem and esteem to other ,powerful motivation drive demand for status oriented Ex: Asia young women smoking for status symbol, preference for western brand Marlboro. Upper level need(personal) , satisfy esteem need on global basis. Ex: buying expensive product and other will notice , Rolex, Louis vuitton

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Country of Origin
Country of origin effect perception and attitudes toward particular extend to product and brand known to originate those countries. GERMAN is synonymous with quality engineering, Italian is synonymous with style.

Foreign product have substantial advantage in domestic counterparts simply because foreign ness global market have chance by charging premium price.

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Packaging
Packaging is integral part of product related decision Eco packaging is key issue today(recycling), packaging experience goes beyond functional benefit. Ex: Coca cola in north America one pack 12 cans soda cause it fits large refrigerator ,latten America with different size bottle . Labeling :- to attract attention , support product positioning , persuade consumer to buy. Ex : health warning on tobacco product , nestle introduce Nan formulas in different language

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New Product
Discontinuous innovation :- create new market, new consumption pattern. Ex: VCR, concept time sifting ,freed TV viewer from TV programming schedule. Dynamically continuous innovation :- innovation share certain feature with early generation, new generation added value next Ex: widescreen TV, led ,plasma , 3D improve performance without new behavior . Continuous innovation :- new and improve require R&D expenditure to developed . Ex:- PC , consumer package good companies and food marketer they take from the line extension such as new size, flavor , low fat version .

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THANK YOU

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