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International brands and their management

International brands and their management. 1. Coca-Cola 2. Microsoft 3. IBM 4. GE 5. Intel 6. Nokia 7. Toyota 8. Disney 9. McDonald’s 10 Mercedes-Benz. 11. Citigroup 12. Marlboro 13. Hewlett-Packard 14. American Express 15. BMW 16. Gillette 17. Louis Vuitton 18. Cisco 19. Honda

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International brands and their management

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  1. International brands and their management

  2. 1. Coca-Cola 2. Microsoft 3. IBM 4. GE 5. Intel 6. Nokia 7. Toyota 8. Disney 9. McDonald’s 10 Mercedes-Benz 11. Citigroup 12. Marlboro 13. Hewlett-Packard 14. American Express 15. BMW 16. Gillette 17. Louis Vuitton 18. Cisco 19. Honda 20. Samsung The World’s top 20 brands -Interbrand 2006 (click on the link and find out more)

  3. What are brands?- visual identities • Name • Symbol • Packaging • Strap-line • E.g ‘Oil of Ulay’ in UK became ‘Oil of Olay’, its global name • E.g ‘Marathon’ became ‘Snickers’

  4. What are brands?-legal property • In UK we have The Trade Marks Act (1944) • European registration can be obtained thro’ the EU • International registration can be obtained thro’ the Madrid Protocol (29 nations only) • Excludes U.S.A., New Zealand and Australia

  5. The conventional brand model* • A brand is a product or service made distinctive by its positioning and its personality • Note there is no distinction between product and service *Hankinson and Cowking, 1993

  6. Positioning* • Defines the brand’s point of reference with respect to the competitive set. *Hankinson and Cowking, 1993

  7. Personality* • A unique combination of functional and symbolic attributes *Hankinson and Cowking, 1993

  8. Personality* • Functional attributes: • Tangible attributes, intrinsic to the product • For example: Duracell's products are designed to give you maximum power. Whatever your power needs, it will last longer with Duracell *Hankinson and Cowking, 1993

  9. Personality* • Symbolic attributes • Intangible attributes, extrinsic to the product • For example: All about Virgin Want to find out how Virgin happened, why we do things differently, or what Richard Branson gets up to in his spare time? Click below to find out everything you ever wanted to know about Virgin. *Hankinson and Cowking, 1993

  10. Has this brand got a functional or symbolic personality?

  11. The consumer Physical needs Psychological needs A notional budget The brand Functional attributes Symbolic values Price positioning The branding objective:The brand - consumer fit Hankinson and Cowking, 1993

  12. International brand strategies:-Multi-domestic branding • To retain local brand loyalty • Companies which have grown by acquisition • E.g. • 65% of Heinz products do not carry the Heinz label • Declining strategy

  13. International brand strategies:- Corporate brand endorsement • Typical of growth through acquisition • E.g. • Nestle endorses Polo, Buitoni, Herta (sausages) • Brands in different markets • Also as a positioning strategy • Renault endorses Clio, Laguna, Espace • Cars for different market segments

  14. International brand strategies- Monolithic corporate brands • E.g. • IBM • BMW ( with the recent exception of the Mini) • Cathay Pacific • Japanese companies: • Yamaha • Mitsubishi • Honda • All the top 20 brands are corporate brands

  15. International brand strategies- Low profile monolithic corporate brands • Brands aimed at stock markets • E.g. • General Motors makes Chevrolet, Vauxhall, Opel • Louis Vuitton owns Hennessy, Moet, Dior, De Beers?

  16. Why corporate brands? • Maximises brand exposure • Builds recognition • Offers all the benefits of brand stretching...

  17. What does brand stretching do? • Transfers existing brand knowledge to new products/services • Existing brand knowledge • reduces the consumer’s risk • reduces distributors’ risks • reduces launch costs • Builds brand exposure further • Enhance sales of other products?

  18. The management of corporate brands* • Leadership • Culture • Identity • Image * Hatch and Schultz, 2003

  19. Fully Global • Coke • Nike Product adaptive • Shell • McDonald’s Proposition adaptive • Gordon’s Gin Fully adaptive • Nescafe Brand strategy matrix Product formulation Standardised Adapted Standardised Brand proposition Adapted

  20. Factors favouring fully global brandsDahhringer and Cunliffe 1986 • The use of universal symbols to override cultural differences • E.g. Coke uses children/youth • E.g. McDonald’s uses golden arches • Regional appeals to a similar culture • Social segments open to received culture • Brands with generic national personalities: • Marlboro (American) • Chanel No. 5 (French) • Buitoni (Italian) • Walker’s (Scottish)

  21. Fully global branding does not mean global advertising • Different executions can lead to the same proposition • E.g. Bacardi (no.1 spirit brand) tailors its advertising to local markets: • In Europe it is about sun. sea and sand • In the U.S. its about health awareness and diet-consciousness

  22. Characteristics of strong international brands (Young and Rubicam Brand Powersurvey) • Weight (dominance) • In terms of market share • Innovation • Clear brand focus • Length (stretch) • Ability to extend into new product markets • Breadth (brand franchise) • Demographic and cultural spread • International appeal • Depth (commitment) • Having an intimate relationship with customers (e.g. ‘cult status’) • Brand loyalty

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