Multinational Product Issues-2011

Multinational Product Issues-2011 - Brand and Product...

Info iconThis preview shows pages 1–13. Sign up to view the full content.

View Full Document Right Arrow Icon
Brand and Product Decisions in Global Marketing Multinational Marketing MKT 359
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Taking a product overseas Very few consumer products stay exactly the same when taken to other countries. Industrial products are more likely to stay the same. It depends on where the product falls on the environmental sensitivity continuum
Background image of page 2
Environmental Sensitivity Continuum
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Examples
Background image of page 4
Companies that got it wrong Ikea in the US U.S. carmakers in Japan Ford in Brazil
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Taking a brand name overseas Easy to spell and read Easy to recognize and remember Easy to pronounce Can be pronounced in only one way Can be pronounced in all languages (for international markets) Suggestive of product benefits Adaptable to packaging/labeling needs No undesirable imagery Always timely (does not get out-of-date) Adaptable to any advertising medium Legally available for use (not in use by another firm)
Background image of page 6
World’s Most Valuable Brands 2010 Rank 2009 Rank Brand Value (m$) COO 1 1 Coca-Cola 70,452 (+2%) US 2 2 IBM 64,727 (+7%) US 3 3 Microsoft 60,895 (+7%) US 4 7 Google 43,557 (+36%) US 5 4 GE 42,808 (-10%) US 6 6 McDonalds 33,578 (+4%) US 7 9 Intel 32,015 (+4%) US 8 5 Nokia 29,495 (-15%) Finland 9 10 Disney 28,731 (+1%) US 10 11 HP 26,867 (+12%) US 11 8 Toyota 26,192 (-16%) Japan 12 12 Mercedes 25,179 (+6%) Germany
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Advantages of a global brand Economies of scale More visibility– easier to build up brand awareness Prestige factor Quality signal Able to leverage country association Global Myth Social Responsibility
Background image of page 8
But… Having a global brand does not mean that your brand equity perception is the same in all countries because of… History Competitive climate Marketing support Cultural receptivity to brands Product category penetration
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Brand Structure Solo branding Hallmark branding Family (umbrella) branding Extension branding Shaped by… Firm-based Drivers Product-Market Drivers Market Dynamics
Background image of page 10
Protecting that Brand Name… How? Seek legal protection Problem in different perceptions of intellectual property rights. Might want to think of protecting not only the brand name but also the slogans, jingles, visual aspects, translations and transliterations of the brand name.
Background image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Protecting that Brand Name… When and where? Ideally in as many places and as soon as you
Background image of page 12
Image of page 13
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 40

Multinational Product Issues-2011 - Brand and Product...

This preview shows document pages 1 - 13. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online