BRANDING - Module 4 Brand and Product Decisions in Global...

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Module 4 Brand and Product Decisions in Global Marketing
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10-2 Product Types How do we classify products? We do it  through “Buyer orientation”, which  depends on:  Amount of effort expended on purchase Convenience/durability Preference Exclusivity 
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10-3 Brands Bundle of images and experiences in the  customer’s mind A promise made by a particular company  about a particular product A quality certification Differentiation between competing products The sum of impressions about a brand is the  brand image
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10-4 World’s Most Valuable Brands, 2006 1. Coca-Cola 2. Microsoft 3. IBM 4. GE 5. Intel 6. Nokia 7. Toyota 8. Disney 1. Louis Vuitton 2. Cisco 3. Honda 4. Samsung 5. Merrill-Lynch 6. Pepsi 7. Nescafe 8. Google 9. Dell 1. McDonald’s 2. Mercedes-Benz 3. Citi 4. Marlboro 5. Hewlett-Packard 6. American  Express 7. BMW 8. Gillette
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10-5 Brand Equity The added value that accrues to a  product as a result of investments in the  marketing of the brand An asset that represents the value  created by the relationship between the  brand and customer over time
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10-6 Local Products and Brands Brands that have achieved success in a  single national market Represent the lifeblood of domestic  companies – beers (e.g. Guinness in  Ireland) 
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10-7 Global Products and Brands Global products meet the wants and  needs of a global market and are  offered in all world regions Global brands have the same name   and similar image and positioning  throughout the world Gillette razors  “The best a man can get”, BMW “The  ultimate driving machine”
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10-8 Global Products and Brands
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This note was uploaded on 08/29/2011 for the course BMGT 3712 taught by Professor Simone during the Spring '11 term at University College Dublin.

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BRANDING - Module 4 Brand and Product Decisions in Global...

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