Brand and Product Management Scenario Analysis Paper

1. International MarketingProf. Dr. Mustafa TanyeriGönenç DALGIÇYaşar UniversityPhD in Business Administration 2. Contents BRAND AND BASIC CONCEPTS Brands Versus Products Importance of Brands Local – International - Global Brands BECOMING GLOBAL Global Brands’ Competition Strategies Standardization Adaptation / Customization Country Of Origin Effect GLOBAL BRANDING Building a Global Brand Global Brand Positioning Brand Name Selection Global Brand Name Strategies Global Brand Development Strategies Global Brand Management Advantages of Strong Global Brands14.05.2013 2 3. Brands versus Products14.05.2013 3 4. Brands versus ProductsBRAND= Product + Distinctive features such as experience, belonging,self-expression, reputation, …)Look beyond the attributes of products!14.05.2013 4 5. Importance of Brands Consumer side Identification of makerthe product Risk reducer Search cost reducer Symbol of quality Symbolic devices thatallow costumers torepresent their valuesand images (belonging) Manufacturer side Valuable asset Signal of satisfiedcustomers and qualitylevel Premium prices Sustainable sales andprofit Financial returns Competitive advantage14.05.2013 5 6. Brand LoyaltyBrandInsistenceBrand preferenceBrand recognition(Consumer awareness)14.05.2013 6 7. Brand Equity 1- Positive differential effect that knowing the brand namehas on customer response to the product or service. 2- It represents the total value of a product is acquired as aresult of company’s cumulative investments in themarketing of the brand. Advantages: greater loyalty, less vulnerability to marketing actions, less vulnerability to marketing crises, more inelastic consumer response to price increases, more profits and stock returns.14.05.2013 7 8. Local - International - Global Brands Local Brands focus on a single national market. International Brands are offered in several markets in aparticular region. Global Brands have the same name and in someinstances a similar image and positioning throughoutthe world.14.05.2013 8 9. Becoming Global Many of well known global brands have derived much oftheir sales and profits from nondomestic markets for years Future growth for most companies will likely come fromforeign markets. In 2002, developed countries in North America, Europe,and East Asia accounted for 15% of the world’s populationof 6.3 billion. By 2030, according to the World Bank, theplanet’s population will rise to 9 billion, with 90% ofpeople living in developing countries.14.05.2013 9 10. Becoming Global Several forces lead to global marketing: Perception of slow growth and increased competition indomestic markets Perception of building a global profile as a prerequisitefor success Expectation of enhanced overseas growth and profitopportunities Desire to reduce costs from economies of scale Need to diversify risk Recognition of global mobility of customers14.05.2013 10 11. Becoming Global Theodore Levitt (1983) “The Globalization of Markets” He suggests a global market for uniform products andservices The idea was very popular in 1980s. Corporations should exploit the “economics of simplicity”and grow by selling standardized products all over theworld. Although Levitt did not explicitly discuss branding,managers interpreted his ideas to mean that transnationalcompanies should standardize products, packaging, andcommunication to achieve a least-common-denominatorpositioning that would be effective across cultures.11 12. Becoming GlobalAnti-...

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