9_m603F10rb_global

9_m603F10rb_global - Global Branding 1 STRATEGIC BRAND...

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Global Branding 1 STRATEGIC BRAND MANAGEMENT Flow of Course Topics When Does Brand Equity Create Value? • Why brand equity can pay off • Conditions and reasons for brand equity pay-off What makes Brands “Strong?” • Learnings from the best brands • Research Evidence • A framework and road map Building Brand Equity • Element-by-element: Aw, PQ, Ass, L • Strategic planning and targeting: •Customer © Rajeev Batra 1 • Competition • Company • Tools, Tactics, Cases • Business-to-Business • Services Brand-Building Leveraging Brand Equity (ROI) • Brand extensions for growth + Global • Brand Architecture • Guarding and monitoring the brand • Brand valuation issues reduced Leveraging Brand Equity: Global Brands Rajeev Batra Ross School of Business © Rajeev Batra University of Michigan
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Global Branding 2
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Global Branding 3 From Local to Global Source: JBS MNC TREND TO GLOBAL BRANDS 75% 12 €1 BILLION + BRANDS Sales Top 25 © Rajeev Batra 7 Brands
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Global Branding 4 Global Brands • Why are Companies favoring Global Brands? © Rajeev Batra 8 © Rajeev Batra 9
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Global Branding 5 Global Brands • Why are Companies favoring Global Brands? – Need: Economic, “Internal” Reasons (Cost/ Speed ) © Rajeev Batra 10 BENEFITS OF GLOBAL BRANDS ECONOMIES OF SCALE © Rajeev Batra
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Global Branding 6 BENFITS OF GLOBAL BRANDS ECONOMIES OF SCALE © Rajeev Batra BENEFITS OF GLOBAL BRANDS Bangalore ECONOMIES OF SCALE © Rajeev Batra
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Global Branding 7 BENEFITS OF GLOBAL BRANDS ECONOMIES OF SCALE © Rajeev Batra BENEFITS OF GLOBAL BRANDS ECONOMIES OF SCALE © Rajeev Batra
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Global Branding 8 BENEFITS OF GLOBAL BRANDS ECONOMIES OF SCALE Global Brands • Why are Companies favoring Global Brands? – Need: Economic, “Internal” Reasons (Cost/Speed) – Can: ± Infrastructure Available ± Increasing Similarity of Needs © Rajeev Batra 17
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Global Branding 9 Ted Levitt, 1983 “Gone are accustomed differences in national or regional preference…nothing confirms this as much as the success of MD ld ’ f th Ch E l t th G i fC Cl McDonald’s from the Champs Elysees to the Ginza, of Coca-Cola in Bahrain and Pepsi-Cola in Moscow, and of rock music, Greek salad, Hollywood movies, Revlon cosmetics, Sony televisions, and Levi jeans everywhere…(the entire world wants) the best quality and reliability at the lowest price…(so rewards will accrue to) economics of simplicity and standardization. ..” © Rajeev Batra 18 (Also increasing similarity of global customer needs too: WalMart, Carrefour, Metro, etc.) Global Brands • Why are Companies favoring Global Brands? – Need: Economic, “Internal” Reasons (Cost/Speed) – Can: ± Infrastructure Available ± Increasing Similarity of Needs – Consumer-Related, “External” Reasons….
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9_m603F10rb_global - Global Branding 1 STRATEGIC BRAND...

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