strategic brand mgt wk14a chp14 shortened-1

strategic brand mgt wk14a chp14 shortened-1 - Strategic...

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12/08/2000 Strategic Brand Management Koert van Ittersum
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12/08/2000 Overview v Rationale for Going Abroad v Advantages of Global Marketing Programs v Disadvantages of Global Marketing Programs v Standardization versus Globalization v Global Brand Strategy v Building Global Customer-Based Brand Equity
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12/08/2000 Rationale for Going Abroad v Perception of slow growth and increased competition v Belief in enhanced overseas growth and profit opportunities v Desire to reduce costs from economies of scale v Need to diversify risk v Recognition of global mobility of customers
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12/08/2000 Standardization versus Customization A thousand suggestive ways attest to the ubiquity of the desire for the most advanced things that the world makes and sells-goods of the best quality and reliability at the lowest price. The world’s needs and desires have been irrevocably homogenized. This makes the multinational corporation obsolete and the global corporation absolute…. . But although companies customize products for particular market segments, they know that success in a world with homogenized demand required a search for sales opportunities in similar segments across the globe in order to achieve the economies of scale necessary to compete (Levitt, 1983) WHAT DO YOU THINK?
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12/08/2000 Standardization versus Customization Think Global, Act Local Read Branding Brief 14-2
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12/08/2000 Building Global Customer-Based Brand Equity Balance Standardization and Customization v High-technology products with strong functional images v High image products with strong associations to fashionability, sensuality, wealth, or status
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strategic brand mgt wk14a chp14 shortened-1 - Strategic...

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