branding across borders

8/20/2019 Branding Across Borders

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MANAGING BRANDS OVERGEOGRAPHIC BOUNDARIES AND

MARKET SEGMENTS



Scope of Boundaries

• Go!ai"a#ion• Re$ionai"a#ion•

%ocai"a#ion



Re$iona Mar&e# Se$'en#s

Re$ionai"a#ion( an i'por#an# recen#

#rend #)a#* per)aps on #)e surface*

see's #o run coun#er #o

$o!ai"a#ion+



Re$ionai"a#ion

• US !ased MNC,s #end #o !eie-e #)a# a Asian

'ar&e#s are #)e sa'e

HO.EVER////



Co'para#i-e ana0sis s)o1s #)a# consu'ers in

2apan* Korea and C)ina differ in Brand Orien#a#ions A##i#ude #o1ards do'es#ic and forei$n

produc#s 3uai#0 and price percep#ion Produc# fea#ure preferences



• .H4 re$iona 'ar&e#in$

Need for 'ore focused #ar$e#in$ T)e s)if# fro' na#iona ad-er#isin$ #o saes pro'o#ions

• Dra1!ac&s

Produc#ion c)aen$es Mar&e#in$ efficienc0 'a0 suffer and cos#s 'a0 rise



Re$ionai"a#ion

• T)e su!#e in#racu#ura differences need #o !e

unders#ood and accoun#ed for

•E5a'pes666



.)0 Go Go!a666



•

Percep#ion of so1 $ro1#) and increasedco'pe#i#ion in do'es#ic 'ar&e#s

• Beief in en)anced o-erseas $ro1#) and profi#

oppor#uni#ies• Need #o di-ersif0 ris&

• Reco$ni#ion of $o!a 'o!ii#0 of cus#o'ers



Ad-an#a$es of

Go!a Mar&e#in$ Pro$ra's

• Econo'ies of scae in produc#ion anddis#ri!u#ion

• %o1er 'ar&e#in$ cos#s•

Po1er and scope• Consis#enc0 in !rand i'a$e• A!ii#0 #o e-era$e $ood ideas 7uic&0 and

efficien#0• Unifor'i#0 of 'ar&e#in$ prac#ices

Di d f



Disad-an#a$es of

Go!a Mar&e#in$ Pro$ra's

• Differences in consu'er needs* 1an#s* andusa$e pa##erns for produc#s

• Consu'er response #o 'ar&e#in$ 'i5 •

Differences in !rand and produc# de-eop'en#and #)e co'pe#i#i-e en-iron'en#• Differences in #)e e$a en-iron'en#• Differences in 'ar&e#in$ ins#i#u#ions• Differences in ad'inis#ra#i-e procedures



Baancin$ S#andardi"a#ion -s+

Cus#o'i"a#ion



S#andardi"a#ion -s+ Cus#o'i"a#ion

•

Accordin$ #o Ted %e-i## 8Har-ard Prof+9* !ecause#)e 1ord is s)rin&in$:due #o eaps in

#ec)noo$0* co''unica#ion* and so for#):1e(

'ana$ed co'panies s)oud s)if# #)eir e'p)asisfro' cus#o'i"in$ i#e's #o offerin$ $o!a0

s#andardi"ed produc#s #)a# are ad-anced*

func#iona* reia!e* and o1 priced for a



S#andardi"a#ion -s+ Cus#o'i"a#ion

•

Bendin$ $o!a o!;ec#i-es 1i#) oca or re$ionaconcerns

• “T)in& $o!a+ Ac# oca+”

• A $o!a !rand )as a cear consis#en# e7ui#0across $eo$rap)ies< sa'e posi#ionin$* sa'e

!enefi#s pus oca #aiorin$ if needed



Si'pe E5a'pe

• =/#o Bra"iians* !eer is a sof# drin&> #o Ger'ans*

$ood !eer is #)e one #)a# is oca0 !re1ed> #o #)e

En$is)* a$er !eer is a ne1 produc#> #o A'ericans* !eer is a !o0 'ee#s $ir drin&> and #o

Aus#raians* !eer is a 'an,s drin&?

• McDonad,s offerin$s in differen# coun#ries



Go!a Brand S#ra#e$0

To !uid !rand e7ui#0* i# is of#en necessar0 #o crea#edifferen# 'ar&e#in$ pro$ra's #o address differen# 'ar&e#se$'en#s• Iden#if0 differences in consu'er !e)a-ior

Ho1 #)e0 purc)ase and use produc#s .)a# #)e0 &no1 and fee a!ou# !rands

• Ad;us# !randin$ pro$ra' C)oice of !rand ee'en#s

Na#ure of suppor#in$ 'ar&e#in$ pro$ra' %e-era$in$ associa#ions



Go!a Cus#o'er(Based Brand E7ui#0

To !uid cus#o'er(!ased !rand e7ui#0*

'ar&e#ers 'us#< Es#a!is) !read#) and dep#) of !rand a1areness

Crea#e poin#s(of(pari#0 and poin#s(of(difference Eici# posi#i-e* accessi!e !rand responses @or$e in#ense* ac#i-e !rand rea#ions)ips

Ac)ie-in$ #)ese four s#eps* in #urn* re7uires

es#a!is)in$ si5 core !rand !uidin$ !oc&s+



Core Brand Buidin$ Boc&s

+Crea#in$ !rand saience

+De-eopin$ !rand perfor'ance

+Craf#in$ !rand i'a$e

+Eici#in$ !rand responses+ E5a'pe< posi#i-e!rand ;ud$'en#s

+Crea#in$ !rand feein$s

F+Cu#i-a#in$ resonance



3ues#ions for Go!a Brandin$

Posi#ionin$



+ Ho1 -aid is #)e 'en#a 'ap in #)e ne1 'ar&e#6 Ho1

appropria#e is #)e posi#ionin$6 .)a# is #)e e5is#in$

e-e of a1areness6 Ho1 -aua!e are #)e core !rand

associa#ions* poin#s(of(pari#0* and poin#s(of(

difference6



+ .)a# c)an$es s)oud 1e 'a&e #o #)e

posi#ionin$6 Do 1e need #o crea#e an0 ne1

associa#ions6 S)oud 1eno#

re(crea#e an0e5is#in$ associa#ions6 S)oud 1e 'odif0 an0

e5is#in$ associa#ions6



+ Ho1 s)oud 1e crea#e #)is ne1 'en#a 'ap6

Can 1e s#i use #)e sa'e 'ar&e#in$ ac#i-i#ies6

.)a# c)an$es s)oud 1e 'a&e6 .)a# ne1'ar&e#in$ ac#i-i#ies are necessar06



Ten Co''and'en#s of Go!a

Brandin$



+Unders#and si'iari#ies and differences in #)e

$o!a !randin$ andscape

+Don,# #a&e s)or#cu#s in !rand !uidin$

+Es#a!is) 'ar&e#in$ infras#ruc#ure

+E'!race in#e$ra#ed 'ar&e#in$ co''unica#ions

+Cu#i-a#e !rand par#ners)ips



+Baance s#andardi"a#ion and cus#o'i"a#ion

+Baance $o!a and oca con#ro

+Define opera!e $uideines

+I'pe'en# a $o!a !rand e7ui#0 'easure'en#

s0s#e'

+%e-era$e !rand ee'en#s



T)an& 0ou

branding across borders

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