International Brand Management

An Introduction
What is Brand Management?
• Brand management is the process of managing your brand reputation and improving your
audience’s perception of your brand in a way that builds brand awareness, equity, and loyalty
• It includes managing the tangible and intangible characteristics of brand
 In case of product brands, the tangibles include the product itself, price, packaging, etc. While
in case of service brands, the tangibles include the customers’ experience
 The intangibles include emotional connections with the product / service
Then what is International Brand Management?
• Globalization has changed the way we do business by forcing business owners to always look
internationally for new customers
• World’s biggest brands can be found in several different countries, languages, and cultures
• International Brand Management is the analysis, planning, creation and organization of brand
management at the global level
Source: Secondary Sources on Google

What is a Brand?

Let’s Understand What Exactly a Brand means!!
• A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or
service as distinct from those of other sellers
• You can consider a brand as the idea or image people have in mind when thinking about specific
products, services and activities of a company, both in a practical (e.g. “the shoe is light-weight”)
and emotional way (e.g. “the shoe makes me feel powerful”)
• It is therefore not just the physical features that create a brand but also the feelings that
consumers develop towards the company or its product
• This combination of physical and emotional cues is triggered when exposed to the name, the
logo, the visual identity, or even the message communicated

How a Brand is different from a Product?
• Broadly, a product is anything that can be offered to a market to
satisfy a want or need, including physical goods, services,
experiences, events, persons, places, properties, organizations,
information, and idea
• A product can be easily copied by other players in a market, but
a brand will always be unique
• For Example: Water is a free resource that every human being
needs to live and survive. Yet it became a product the day
humans and companies started to commercialize it, for example
by selling mineral water in glass and plastic bottles. But water
always looks the same, isn’t it? It is liquid and transparent. So,
how can different companies sell the same product but still
convince people to purchase their bottled water instead of the
one from the competition? The answer is: by creating a brand
• Taking one more Example: Pepsi and Coca-Cola taste very
similar, however for some reason, some people feel more
connected to Coca-Cola, others to Pepsi

What is Branding?
• Branding is a marketing practice in which a company creates a name, symbol or design that is
easily identifiable as belonging to the company
• This helps to identify a product and distinguish it from other products and services
• Branding is important because not only is it what makes a memorable impression on
consumers but it allows your customers and clients to know what to expect from your company
• In simple words, while branding is the process of building your brand, brand management is
the process of monitoring and maintaining it
• In short, your brand needs a manager to ensure its success
How Branding is different from Brand Management?

Objectives of Branding
The aim of branding a product or service is the same everywhere in the world. The three major
objectives of branding are as follows:
• Create identification and brand awareness.
• Guarantee a certain level of quality, quantity, and satisfaction of a product or service.
• Help in the promotion of the product.
These objectives have the same ultimate goals, i.e., to induce repeat purchases

Importance of Branding
• Your brand represents your promise to your customers …
and yourself
 The very first reason is probably the most important
reason as to why branding is important
 When a promise is made to customers, those
customers experience that promise and are fulfilled and
have such a strong experience they share it with others
 Take the example of Amazon, when it launched in 1995,
it only sold books. Yet, from day one, founder Jeff Bezos
knew he was going to build "an everything store.” Over
the next several years, he worked tirelessly to make
that idea a reality. He then built a brand around it
 It even worked its way into their logo. Notice how the
arrow sweeps from the letter “A” to the letter “Z”
symbolizing offering everything from A to Z. And did
you catch how the tip of the arrow forms the cheeks of
a smiley face?

Importance of Branding (cont.)
• Branding promotes recognition
 People tend to do business with companies they are familiar with.
 If your branding is consistent and easy to recognize, it can help people feel more at ease
purchasing your products or services
• Your brand helps set you apart from the competition
 In today’s global market, it is critical to stand apart from the crowd.
 You are no longer competing on a local stage, your organization now competes in the
global economy
• Your brand tells people about your business DNA
 Your full brand experience, from the visual elements like the logo to the way that your
phones are answered, tell your customer about the kind of company that you are
• Your brand provides motivation and direction for your staff.
 A clear brand strategy provides the clarity that your staff needs to be successful
 It tells them how to act, how to win, and how to meet the organization’s goals

• A strong brand generates referrals
 People love to tell others about the brands they like
 People wear brands, eat brands, listen to brands, and they’re constantly telling others
about the brands they love. On the flip side, you can’t tell someone about a brand you
can’t remember
• Your brand helps you create clarity and stay focused
 It’s very easy to wander around from idea to idea with nothing to guide you…it doesn’t
take long to be a long way from your original goals or plans
 A clear brand strategy helps you stay focused on your mission and vision as an organization
• Your brand helps you connect with your customers emotionally
 A good brand connects with people at an emotional level, they feel good when they buy
the brand
 Purchasing is an emotional experience and having a strong brand helps people feel good at
an emotional level when they engage with the company

• A strong brand provides your business value
 A strong brand will provide value to your organization well beyond your physical assets.
 Think about the brands that you purchase from (Coca-Cola, Apple), are these companies
really worth their equipment, their products, their warehouses, or factories?
 No, these companies are worth much more than their physical assets, their brand has
created a value that far exceeds their physical value
Conclusion: The best branding is built on a strong idea, an idea that you and your staff can hold
on to, can commit to, and can deliver upon. When your organization is clear on the brand and can
deliver on the promise of the brand, you will see tremendous fruit while building brand loyalty
among your customer base.

Important Concepts of Brand Management

Brand Name
• It is one of the brand elements which helps the customers to identify and differentiate one
product from another
• It should be chosen very carefully as it captures the key theme of a product in an efficient and
economical manner
• It can easily be noticed and its meaning can be stored and triggered in the memory instantly
• Features of a Good Brand Name include the following
 It should be unique / distinctive
In the market there are sufficient and overly worked symbols and names. A distinctive and
unique brand name will be easy for customers to remember but they can also distinguish
the brand from other similar products. Ex: Apple, Google
 Brand name should be extendable, and allow the brand to grow into new markets
should the opportunity arise
Amazon is a great example of an extendable brand name. While the company was once an
online book retailer, the name Amazon allowed for growth into any number of markets. If
Amazon had, for example, chosen to go with the name FindSomeBooks.com, then the
company would have had tremendous difficulty in expanding its brand into new online
markets Source: Secondary Sources on Google

Brand Name
 It should be easy to pronounce, identified and memorized.
A strong, easily-recognized logo can offset much of the expected damage that comes with
a difficult name. It is one of the most prominent issues when local brands expand either
unexpectedly or too suddenly, and they face a catch-22 with their name. On one hand,
their brand equity is such that a total rebrand would be impractical. But on the other hand,
when they look to enter markets where their established name is unknown and unusual,
they run the risk of establishing their brand under a mispronounced moniker

Brand Name
 It should give an idea about product’s qualities and benefits (For instance: Quickfix,
Lipguard)
 It should not portray bad/wrong meanings in other categories. (For instance Chevrolet
NOVA is a poor name for a car to be sold in Spanish country, because in Spanish it means
“doesn’t go”

Process of Selecting a Renowned and Successful Brand Name
• Define the objectives of branding in terms of six criterions - descriptive, suggestive,
compound, classical, arbitrary and fanciful. It Is essential to recognize the role of brand within
the corporate branding strategy and the relation of brand to other brand and products. It is
also essential to understand the role of brand within entire marketing program as well as a
detailed description of niche market must be considered
• Generation of multiple names - Any potential source of names can be used; organization,
management and employees, current or potential customers, agencies and professional
consultants
• Screening of names on the basis of branding objectives and marketing considerations so as to
have a more synchronized list - The brand names must not have connotations, should be
easily pronounceable, should meet the legal requirements etc
• Gathering more extensive details on each of the finalized names - There should be extensive
international legal search done

Process of Selecting a Renowned and Successful Brand Name
• Conducting consumer research - Consumer research is often conducted so as to confirm
management expectations as to the remembrance and meaningfulness of the brand names.
The features of the product, its price and promotion may be shown to the consumers so that
they understand the purpose of the brand name and the manner in which it will be used.
Consumers can be shown actual 3-D packages as well as animated advertising or boards.
Several samples of consumers must be surveyed depending on the niche market involved
• On the basis of the above steps, management can finalize the brand name that maximizes
the organization’s branding and marketing objectives and then formally register the brand
name

Let’s Explore Some Common Types of Brand Names!!
Descriptive names describe what the brand does. It tells consumers exactly what it is being
sold Example: Cartoon Network, The Weather Channel
• Descriptive Brand Names
• Arbitrary Brand Names
These names have no real connection with the product or service or even being a made up
term. Example: Apple (for a technology company)
• Suggestive Brand Names
In between descriptive and arbitrary names are suggestive ones. They tell the consumer
something about the product or service. But in a creative manner so that they are not plainly
descriptive. Example: Youtube where “You” can be linked to content which is user-generated,
created by individual users and not the site itself, and “Tube” can be linked to an older
original term for television. Another example could be Netflix
• Fanciful Brand Names
These names are coined (invented) and have no inherent meaning other than the one assigned
to them. Kodak is the classic example: the name was constructed to appear symmetrical and to
have no meaning in any known language. Xerox was constructed from a real Greek root (xer-,
meaning “dry,” for the dry toner used in early copiers), but at the time of its coining “Xerox” had
no dictionary meaning

Let’s Explore Some Common Types of Brand Names!!
• Compound Brand Names:
These names are sometimes referred to as composite names. Composite names are when a
word is creating by bringing two words together. In many cases, it’s two complete, real words
use to create one, however it’s not uncommon for at least one of the words to be truncated
or even misspelled, especially in order to avoid a long name. Example of a composite name
can be Instagram (Instant Camera + Telegram = Instagram)
• Classic Brand Names:
Classic names are timeless. Oftentimes, classic names resonate with the values of the
business. They convey prestige and industry leadership, and they tend to be more serious
than other name styles. Example: Regal Cinemas – The use of the word ‘regal’ to describe the
cinema experience to audiences, creating a timeless and classic impression

Brand Attributes
Brand Attributes are the core values that define the overall nature of the company and
represent the essence of the brand. They are the set of unique fundamentals and characteristics
that identify the physical, character, and personality traits of the brand in the market and in the
minds of the customers. They are on the similar lines that allow us to consistently recognize the
identity of an individual
Let’s discuss the crucial set of attributes that a brand must possess:
• Relevance: A strong brand must be relevant. It must meet people’s expectations and should
perform the way they want it to. A good job must be done to persuade consumers to buy
the product; else inspite of your product being unique, people will not buy it.
Gillette, for example, pours millions of dollars into R&D to ensure that its razor blades are as
technologically advanced as possible. At the same time, Gillette has created a consistent,
intangible sense of product superiority with its long-running ads, “The best a man can be,”
which are tweaked through images of men at work and at play that have evolved over time
to reflect contemporary trends
Relevance has a deeper, broader meaning in today’s market. Increasingly, consumers’
perceptions of a company as a whole and its role in society affect a brand’s strength as
well. Witness corporate brands that very visibly support cancer research or current
educational programs of one sort or another Source: Secondary Sources on Google

Brand Attributes
• Consistency: The brand has to go through the various market cycles that involve the changing
business dynamics and the evolving taste of the customers amidst the growing and cutthroat
competition, and it is the attribute of consistency that is required that makes it one of the
most sought-after brands in the market.
It is necessary that the brand is consistent with its product and service offerings meeting
the needs and demands of the customers on regular basis as then only the factor of trust
gets imbibed in their minds
Maintaining a strong brand means striking the right balance between continuity and
change. By continuity, I mean that the brand’s image doesn’t get muddled or lost in a noise
of marketing efforts that confuse customers by sending conflicting messages

Brand Attributes
An example of poor brand consistency:
Coca-Cola is perhaps the most instantly iconic and recognizable brand in the
world.
Coke’s leading competitor, Pepsi, started gaining traction through a highly
publicized ad campaign that directly pitted the tastes of Coke and Pepsi head-
to-head in a blind taste test. Pepsi’s slightly sweeter taste profile made it a
consistent winner over Coke. So the leaders at the Coca-Cola company
decided to devise a response
Essentially, they made adjustments to the Coke formula, which they branded
to the public as “New Coke”. Coke drinkers everywhere were livid. The
consistency mishap here is clear. By adjusting the flavor of their flagship
beverage, they unintentionally attacked their own value proposition. Shortly
after this mistake, Coke’s original formula returned to the market under the
label “Coca-Cola Classic”.
This was a great solution to this problem. Because if you’re going to make
dramatic adjustments to the thing your brand is known for, ensure you have a
path for your current customers to continue to enjoy what they already like.

Brand Attributes
• Proper Positioning: The marketing and branding teams of the company need to work upon
the positioning of the brand that the management and the promoters wish to set in the
market and in the minds of the customers
The decision needs to arrive on the fact that if the brand needs to showcased having an
objective of offering quality products and services, having affordable prices as compared to
the competitors or as a luxury and high-end brand.
The brand positioning should be aligned with the offerings, nature, and the objectives of the
company

Brand Attributes
Let’s look at an example of positioning:
Visa is a particularly good example of a brand whose managers
understand the positioning game. In the 1970s and 1980s, American
Express maintained the high-profile brand in the credit card market
through a series of highly effective marketing programs. Trumpeting
that “membership has its privileges,” American Express came to
signify status, prestige, and quality.
In response, Visa introduced the Gold and the Platinum cards and
launched an aggressive marketing campaign to build up the status of
its cards to match the American Express cards.
Its ad campaigns showcased desirable locations such as famous
restaurants, resorts, and events that did not accept American
Express while proclaiming, “Visa. It’s everywhere you want to be.”
The aspirational message cleverly reinforced both accessibility and
prestige and helped Visa stake out a formidable position for its
brand. Visa became the consumer card of choice for family and
personal shopping, for personal travel and entertainment, and even
for international travel, a former American Express stronghold.

Brand Attributes
• Sustainable: Sustainability is yet another crucial Brand Attribute that a strong brand should
possess as in order to survive and thrive in the industry facing the competition from all
quarters and the evolving preferences of the customers, the brand needs to come up with
the innovative ideas with regards the product and service offerings along with the fresh and
novel concepts on the front of marketing and promotional tools
• Credibility: A strong brand should do what it promises. The way you communicate your brand
to the audience/ customers should be realistic. It should not fail to deliver what it promises.
Do not exaggerate as customers want to believe in the promises you make to them. Also, the
way the brand deals with its vendors, employees, stakeholders, and other business associates
reflect a lot about its credibility attribute
Credibility explains why people camped out to be able to buy the
very first iPhone. None of these people had used an iPhone before –
but Apple’s reputation preceded them
Apple was able to leverage the brand that Jobs had created (and the
success of the iMac) and use this to promote a brand new product
line

Brand Attributes
• Inspiration: The brand positioning, innovative technologies used in the offerings, and
marketing and promotional activities along with the other business operations and facets of
the company should work as a source of inspiration for its employees, stakeholders,
customers, and contemporaries
Apple again is a classic example of an inspiring
brand. It has kind of become a part of the
consumer’s personal identity. People get inspired by
the company's ability to continue to innovate even
without Steve Jobs at the helm

Brand Attributes
• Uniqueness: The Brand Attribute of uniqueness is seldom seen in the brands as many of
them offer inspired or run-of-a-mill products or services but there are seldom brands that
keep on coming with the unique and novel offerings that make them curate a distinguished
identity in the market and in the minds of the customers.
If you ask different people what makes the BMW brand unique,
you’re sure to get different answers from each. For some it’s the
refined engineering, for others it’s powerful engines while for
some it’s aesthetically appealing. BMW serves purely as a status
symbol for some, while for others it’s a belief in the mantra “The
Ultimate Driving Machine” Above all else, many people highlight
how great the BMW feels to drive, no matter which series of car
you may be driving.
The brand is associated with superior craftsmanship that cannot
be matched even by other leading car manufacturers. For
example: it uses exactly the right part designed specifically for
the car it is creating while other brands use parts from different
companies in order to make savings. BMW does not do this; as
such, customers are aware that they are paying a little bit extra
for the highest-quality models

Brand Attributes
• Appealing- A strong brand should be attractive. Customers should be attracted by the
promise you make and by the value you deliver
Starbucks success is attributed to real
customer experience around coffee
consumption
The emphasis is on classy design, cozy
atmosphere, custom-made coffee, friendly
staff, and fast service.

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