8+Branding+and+Product+st

8+Branding+and+Product+st - GlobalBrands n Global Brands...

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Global Brands n Global Brands are brands whose positioning, advertising strategy, personality, look, and feel are in most respects the same from one country to another. q David Aaker and Erich Joachimsthaler “The Lure of Global Branding”
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International Branding Strategies: Global Branding n Advantages: q Economies of scale Development Production Promotion q Easier recognition n Disadvantages: q Nationalism q Cultural alienation q Less flexibility
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n Local Branding n Global or Local Brands? n Private Label Branding (“Store Brands”) n Umbrella (Corporate) Branding A system where a single banner brand is used worldwide, often with a sub-brand name, for almost the entire product mix of the company. Umbrella branding facilitates brand-building effort over a range of products.
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Private labels are gaining ground due to: 1. Improved quality of private-label products 2. Development of premium private-label brands 3. Shift in balance of power between retailers and manufacturers 4. Expansion into new product categories 5. Internationalization of retail chains 6. Economic downturns
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This note was uploaded on 11/15/2011 for the course BUS-M 401 taught by Professor Sasha during the Spring '11 term at IUPUI.

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8+Branding+and+Product+st - GlobalBrands n Global Brands...

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