Global Marketing Strategy And Brand Personality
This document was uploaded by user and they confirmed that they have the permission to share it. If you are author or own the copyright of this book, please report to us by using this DMCA report form. Report DMCA
Overview
Download & View Global Marketing Strategy And Brand Personality as PDF for free.
More details
- Words: 736
- Pages: 13
Global Marketing Strategy and Brand Personality: Managing Brands over geographic boundaries and market segment
Naming and Branding
A named product does not need to be branded product, although branded products are named Differences: a name identifies a product offer(fungsi), a brand convey an image. Ex: aqua, soklin,paramex MACBOOK
Naming
Carry a message –something good about the product, match the positioning Must not translate badly,Eng/Yun:Vios Must be understood in another language or culture Memorable and distinctive Easy to pronounce Suggest what the product offer does Should be protected
Branding
“a symbol that identifies a particular product offering that has unique features. The symbol may be a term, image, design, name or any combination of such factors” (Worsam) Brand must maintain sustainable differential advantage over a long period of time. EX: Pepsodent Corporate, family, product brand. EX:NESTLE,NESCAFE Brands must deliver to their promise time after time. Garda OTO THE POWER OF BRAND
Logo
An image that represent the brand. A visual signal to help people recognize the brand and its value
Rationale for going international?
Perception of slow growth and increased competition in domestic markets EX: MCD in US JENUH Domestic market saturation, attack on competition Belief in enhanced overseas growth and profit opportunities, JCO Lead market, absence of strong competition, recession, economies of scale, lower production cost Need for risk diversity Product life cycle Recognition of global mobility of customers Following the major customers who are investing overseas Others Aid programs, national interest
Advantage
Economies of scale in production and distribution Lower marketing costs Power and scope Consistency in brand image Ability to leverage (realisasi) good ideas quickly and efficiently Uniformity of marketing practices
Disadvantages
Differences in consumer needs, wants, and usage patterns for products Differences in consumer response to marketing mix elements Differences in brand and product development and the competitive environment Differences in the legal environment. Differences in marketing institutions Differences in administrative procedures
Standardization or Customization
Impact on marketing structure and process Many firms have been forces to tailor products and marketing programs Not a single company applying the global marketing concept in the strict sense P&G strategy: to make global plans, replan for each region, and execute local Transferring product across borders may mean consistent positioning for the brand, but not necessarily the same brand name and marketing program in each market
Global Brand Strategy (p.17) 1. Building a global customerbased brand equity 2. Establishing six core brand building blocks 3. Global brand positioning
Building global customerbased brand equity (p.17)
Brand Equity (k ual itas ) ME RCEDES The value - both tangible and intangible that a brand adds to a product/service. Identify differences in consumer behavior How consumer purchase, Use products, What they know and feel About brands
Adjust the branding program Choice of brand element, Supporting Mkt program, Secondary association
To Build Customer-based Brand Equity need to: (p. 17) Brand Awareness: The proportion of target customers that recall a brand. Realization by a consumer of the existence and availability of a particular product. Brand awareness is a common measure of marketing communications effectiveness.
Establish six core brand building blocks:
Establish brand awareness Create strong, favorable and unique brand association Bring out positive and accessible brand response Look for brand relationship
brand brand brand brand brand brand
salience performance imagery judgments feelings resonance
Six Core Brand Building Blocks
Brand Salience: kecenderungan suatu merek untuk menjadi merek yang unggul dibanding merek lain. Brand Imagery: bayangan tentang suatu merek yang ada di dalam benak konsumen Brand Feeling: perasaan konsumen ketika memakai sebuah merek Brand Performance: prestasi yang telah dicapai oleh suatu merek Brand Judgment: keputusan konsumen dalam memilih suatu brand Brand Resonance: bagaimana cara sebuah brand membuat konsumen mengulang/menyebut dan akhirnya tertarik untuk membeli sebuah merek.
Global Brand Positioning Br and Pos it ion ing The “market space” a brand is perceived to occupy; the part of the brand identity that is to be actively communicated in a way that meaningfully sets it apart from the competition.
Mental Map Changes to the positioning Changes to the marketing activities
Naming and Branding
A named product does not need to be branded product, although branded products are named Differences: a name identifies a product offer(fungsi), a brand convey an image. Ex: aqua, soklin,paramex MACBOOK
Naming
Carry a message –something good about the product, match the positioning Must not translate badly,Eng/Yun:Vios Must be understood in another language or culture Memorable and distinctive Easy to pronounce Suggest what the product offer does Should be protected
Branding
“a symbol that identifies a particular product offering that has unique features. The symbol may be a term, image, design, name or any combination of such factors” (Worsam) Brand must maintain sustainable differential advantage over a long period of time. EX: Pepsodent Corporate, family, product brand. EX:NESTLE,NESCAFE Brands must deliver to their promise time after time. Garda OTO THE POWER OF BRAND
Logo
An image that represent the brand. A visual signal to help people recognize the brand and its value
Rationale for going international?
Perception of slow growth and increased competition in domestic markets EX: MCD in US JENUH Domestic market saturation, attack on competition Belief in enhanced overseas growth and profit opportunities, JCO Lead market, absence of strong competition, recession, economies of scale, lower production cost Need for risk diversity Product life cycle Recognition of global mobility of customers Following the major customers who are investing overseas Others Aid programs, national interest
Advantage
Economies of scale in production and distribution Lower marketing costs Power and scope Consistency in brand image Ability to leverage (realisasi) good ideas quickly and efficiently Uniformity of marketing practices
Disadvantages
Differences in consumer needs, wants, and usage patterns for products Differences in consumer response to marketing mix elements Differences in brand and product development and the competitive environment Differences in the legal environment. Differences in marketing institutions Differences in administrative procedures
Standardization or Customization
Impact on marketing structure and process Many firms have been forces to tailor products and marketing programs Not a single company applying the global marketing concept in the strict sense P&G strategy: to make global plans, replan for each region, and execute local Transferring product across borders may mean consistent positioning for the brand, but not necessarily the same brand name and marketing program in each market
Global Brand Strategy (p.17) 1. Building a global customerbased brand equity 2. Establishing six core brand building blocks 3. Global brand positioning
Building global customerbased brand equity (p.17)
Brand Equity (k ual itas ) ME RCEDES The value - both tangible and intangible that a brand adds to a product/service. Identify differences in consumer behavior How consumer purchase, Use products, What they know and feel About brands
Adjust the branding program Choice of brand element, Supporting Mkt program, Secondary association
To Build Customer-based Brand Equity need to: (p. 17) Brand Awareness: The proportion of target customers that recall a brand. Realization by a consumer of the existence and availability of a particular product. Brand awareness is a common measure of marketing communications effectiveness.
Establish six core brand building blocks:
Establish brand awareness Create strong, favorable and unique brand association Bring out positive and accessible brand response Look for brand relationship
brand brand brand brand brand brand
salience performance imagery judgments feelings resonance
Six Core Brand Building Blocks
Brand Salience: kecenderungan suatu merek untuk menjadi merek yang unggul dibanding merek lain. Brand Imagery: bayangan tentang suatu merek yang ada di dalam benak konsumen Brand Feeling: perasaan konsumen ketika memakai sebuah merek Brand Performance: prestasi yang telah dicapai oleh suatu merek Brand Judgment: keputusan konsumen dalam memilih suatu brand Brand Resonance: bagaimana cara sebuah brand membuat konsumen mengulang/menyebut dan akhirnya tertarik untuk membeli sebuah merek.
Global Brand Positioning Br and Pos it ion ing The “market space” a brand is perceived to occupy; the part of the brand identity that is to be actively communicated in a way that meaningfully sets it apart from the competition.
Mental Map Changes to the positioning Changes to the marketing activities
Related Documents
Brand Personality
December 2019 38
Brand Personality
June 2020 6
Marketing Strategy
November 2019 28
Marketing Strategy
June 2020 22
Marketing Strategy
April 2020 25More Documents from ""
Topic 1 The International Marketing Concept
May 2020 3
International Marketing Environment
May 2020 11
Managing Channel Relations
May 2020 10