Marketing Chapter 7: Global Branding Strategies

Developing a consistent brand identity across different countries and cultures to create a unified image.

A name, symbol or design that distinguishes a company's offering from competitors.

The characteristic set of quality, service and value a company provides to consumers.

Reputation that drives price premium and customer preference for a company.

A company's strategy to grow by acquiring or developing new brands or products.

Expanding into new product categories or markets.

Focusing on individual product brands rather than a corporate brand.

Strong domestic brands that are expanded internationally.

The image and message a company projects about itself.

Combining different brands under a unified corporate brand.

The organization and management of a company's brands.

The number and variety of different products a company offers.

Factors within a company that influence its international brand structure, encompassing organizational structure, expansion strategy, strategic alliances, corporate identity, product diversity, and administrative heritage.

A company's historical management practices, particularly its organizational structure, impacting brand development.

A company structure where country managers have significant autonomy over operations and strategy, leading to potentially many local brands.

A company structure where global product divisions and headquarters hold significant control, promoting a global brand strategy.

A company's approach to expanding abroad, including acquisition or organic growth, which impacts international brand structure.

Partnerships between companies that broaden geographic reach, potentially leading to a combination of brand strategies.

The image and overall perception of a company, influencing its global brand structure.

Different products or groups of related products within a company, whose diversity influences the variety of brands used.

Brands marketed and recognized globally, often by standardized products across countries, but with minor local variations.

Brands marketed primarily within a single country, often with customized products to meet local needs.

Using different brand levels (corporate, product, local) to appeal to varied markets; important when competing with many global, national, and local players in a specific area.

Using a product's country of origin as a brand characteristic in marketing; can instantly convey a certain sense of quality, style, or ethos to consumers.

Factors like political/economic integration, global market infrastructure, and consumer mobility; these factors shape how companies brand.

Countries working together in trade/economy; this makes it easier for brands to expand. Reduced barriers help with global reach.

Global communication networks (media) for advertisement, making it easier to develop a global brand, and inexpensive to communicate globally.

Global movement of people; this means brands can reach a vast international consumer base.

Products with consistent features and a universal brand name, rather than region-specific models.

A senior manager responsible for maintaining brand consistency and authorizing brand extensions.

How a brand presents itself in the market, consistency is key in international markets.

Weakening of a brand's reputation by extending it to unrelated products.

Using an established brand name on new products or businesses.

Using a company's overall identity to signal values and strengthen the association of all products/services.

The main company identity that acts as a face to the company and associated products/services.

Targeting a specific segment of the global market with products/services.

Maintaining the core values, promises, and reputation of a brand.

Individuals or groups affected by or interested in a company's actions.

A strategy where two or more companies team up to create a product or service, using both of their brands.

Potential issues with market reception, complex legal agreements, and disagreements in vision when two or more companies work together on a product or service.

A company (licensor) allows another company (licensee) to use its brand on a product for a fee and a specified period

Increases a company's market reach and income by selling the usage of its name or products to other companies, while the licensee benefits from the already-established brand recognition.