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Building Global Brands: Strategies and Challenges in International Marketing

This lecture by Professor Carl Mela at the Fuqua School of Business explores the intricacies of building and managing global brands. It covers the rationale for global marketing, its benefits such as economies of scale and rapid adoption of innovations, as well as challenges such as cultural differences and regulatory environments. The discussion includes strategies for brand acquisition, alliances, and exporting, emphasizing the need for consistency in brand messaging while being adaptable to local markets. A critical analysis of the concept of the Duke MBA as a global brand is included to illustrate key points.

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Building Global Brands: Strategies and Challenges in International Marketing

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Presentation Transcript

  1. Professor Carl Mela BA 460 Product Management Fuqua School of Business Brand Management System On Building A Brand Managing Across Brands Global Branding

  2. Agenda • Rational for Global Marketing • Benefit of Global Marketing • Liabilities of Global Marketing • Building Global Brands

  3. Why Use Global Brands? • Economies of scale • Production • Marketing (e.g., one agency) • Prestige of global availability • Consistency (McDonalds) • Rapid adoption of innovations • Benefits of learning across cultures • Less risk of arbitrage (e.g., diverting low price brands from other markets)

  4. Why Not Use Global Brands • Consumers differ across cultures • Needs, attributes, marketing response • Environment differs across markets • Competition, regulations, channels, etc. • High tech, high image (jewelry), corporate image (airlines), new channels (internet), point of origin brands (champagne), and standardized needs (medical) are categories where global makes more sense • Is the Duke MBA a global brand? Why?

  5. Building Global Brands • Exporting brand • Costly, high control, slow • Brand acquisition • Costly, medium control, fast • Brand alliance • Cheap, low control, fast

  6. Building Global Brands • Global brands vs. Global leadership in brands • Share best practices across nations • Develop consistent planning process (but not plan) across countries • Develop organizational structure to integrate best practices Source: Aaker and Joachimsthaler (1999)

  7. Building Global Brands • Brand elements must transfer across categories • Ensure product does not interact adversely with environment • Develop distribution (pull won’t work without) • Communications - standardize some messages, but vary creative

  8. Summary • Global brands have benefits .. • But also liabilities • Key solution is to be global leader in branding as opposed to global brand

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