international brand mgmt

International Brand Management Week 2

Week 2 Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Terminology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Conditions for Successful Branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What Makes Them Leading Brands? ,[object Object],[object Object],[object Object]

WSJ 1990 article - “Brand Names have Cachet in East Block…. POLAND Sony Volvo Mercedes-Benz Adidas Toyota Ford BMW Phillips Porsche Honda HUNGARY Mercedes-Benz Adidas BMW Sony Porsche Rolls Royce Jaguar Ford Phillips Opel SOVIET UNION Sony Adidas Ford Toyota Mercedes-Benz Fanta Pepsi-Cola Volvo Fiat Panasonic

Measures of Brand Familiarity for Strategy Planning ,[object Object],[object Object],[object Object],[object Object],[object Object]

Marketing Strategy #1 ,[object Object],[object Object],[object Object]

Marketing Strategy #2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Global Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Think Globally, Act Locally ,[object Object],[object Object],[object Object],[object Object]

Global Perspective ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Most multinational companies use Global Brand Leadership

Global Brand Leadership ,[object Object],[object Object],[object Object],[object Object],[object Object],CASE: Mercedes-Benz – agencies compete - winner takes all CASE: Audi – 5 agencies compete – all implement

Branding Architecture Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Creation Process ,[object Object],[object Object],[object Object],Positioning – owning a credible and profitable “position” in the consumer’s mind, either by getting there first, or by adopting a position relative to the competition, or by repositioning the competition.

Naming Products and Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Naming Guidelines ,[object Object],Suggests product benefits Meets packaging needs No undesirable imagery Stays “timely” Adapts to any advertising medium Legally available for use Short and simple Easy to spell and read Easy to recognize/remember Easy to pronounce Pronounced only one way Can be pronounced in all languages

To Remember…. ,[object Object],[object Object],[object Object]

Week 3 – Next Lecture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

international brand mgmt

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