...Literature review 3 1.1 Global brands 3 1. 3 Brand Images & Country of origin (COO) effects 4 Figure 1: Model for developing strong brands based in Country of Origin image 6 1.4 Brand Names 7 2. Discussion 7 2.1 Existence of global brands 7 2.2 Cultural sensitivity & COO image perception 9 2.3 Brand name & national alphabet 9 Figure 2: Chinese naming analysis 10 Figure 3: Domestic brand names in Vietnamese market 11 III. Conclusion 12 IV. REFERENCES 13 I. Introduction Globalization concept is studied since 1870 (Lee et al, 2009); during the development of its concept, there are many debates around consequence of convergence process of the world. In last three decades, globalization is predicted as noticeable trend causing the homogeneity of consumption pattern in near future (Levitt, 1983 in Robson , 2005), whereas, in this days and age, homogeneity of customer needs, taste and lifestyles is indicated as an impossible phenomenon (De Mooij M., 2011). The debate of globalization versus localization leads to examining application of the maxim- “think global, act local” in different markets across the world. Failures of global brand in standardizing its name, brand image perception, causes the suspicion of existence of global brand. The aim of this study is to examine two dimensions of brand image perception of customer: country of origin effect and brand name. Afterward, my personal opinion of existence of global brand will be proved in...
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...Critical Appraisal of 10 References 1.1 Butt, I., Kumar, U., Kumar, V. 2009. “Achieving alignment between manufacturing and marketing through strategy.” Indian Journal of Economics and Business. p83 http://0-go.galegroup.com.prospero.murdoch.edu.au/ps/i.do?action=interpret&id=GALE%7CA280093139&v=2.1&u=murdoch&it=r&p=AONE&sw=w&authCount=1 (accessed September 27, 2012). Summary: This article indicates that the competitive capability and success of a firm is directly linked to the manufacturing strategy and marketing objectives; which are inadvertently linked by understanding market requirements. It described positioning as the backbone of a business plan also used to combat competition in the market. Critical Evaluation: The positioning conceptual framework proposed in this article is crucial for manufacturing firm’s success. The set variables identified in the concept work in harmony and the organization’s performance are also measured and discussed. Rating: 3 out of 5 1.2 Landow, Y., 2012. “A Brand Positioning Nightmare.” Pharmaceutical Executive 32 (6): 60 – 62. http://0-search.proquest.com.prospero.murdoch.edu.au/docview/1041092781 (accessed on September 27, 2012). Summary: This article talks about a drug that has received a new indication within a short period of time and how the brand director approached an action plan to help the drug thrive in multiple targets with different needs and mindsets. Critical Evaluation: The situation in this article is useful...
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...BRAND DEVELOPMENT Presentation Paper By: WULAN YUNITA ISTIANILA DEWI (10311085) DEPARTMENT OF MANAGEMENT INTERNATIONAL PROGRAM UNIVERSITAS ISLAM INDONESIA 2012 Why it is important to create powerful brands WHAT IS BRANDING? Branding is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller and to differentiate them from those of competitors. Brand often becomes a reason for people to choose the product as the sign or name of the quality level brings to consumers’ preference. Successful brand that is those which are the focus of a coherent blending of marketing resources, represent valuable marketing assets. Although, nowadays lots companies name their product with brands but the challenge of creating powerful and successful brand in grabbing strong positioning in consumers’ mind is exist. THE PURPOSES OF BRANDING Successful brands are valuable because they guarantee future income streams. Companies recognize that loyal customers will repeatedly buy their brands and are also willing to support them during crises, for example when people maliciously tamper with brands. In some instances the rapid response of management and their commitment to communicating developments to the brands’ stakeholders helps to rapidly restore normality. For example, following the tampering with Tylenol tablets enabled the management of Johnson & Johnson to quickly regain public confidence. The ultimate...
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...Contents Haier 2 Research on brands and branding 2 Strong in home market 2 Geographical balance in sales 3 Addresses similar consumer needs worldwide 4 Standardization vs. Adaptation 4 Marketing mix 5 Consistent positioning 5 Haier’s mission statement 6 Haier’s Vision statement 6 Consumers value the country of origin 6 COO theory 6 Product category focus 7 Corporate name 8 Branding and strategy 8 Extent of globalization 9 Analysis of the brand 10 Marketing metrics 10 Revenue metrics 10 Marketing programs performance metrics 11 Profit per customer 11 Bibliography 13 Haier Haier Group is a Chinese multinational home appliances and consumer Electronics Company which has it headquarter in Qingdao, China founded in 1984. It designs, develops, manufactures and sells a wide range of products which includes air conditioners, mobile phones, computers, microwave ovens, washing machines, refrigerators, televisions etc. Research on brands and branding International marketing today requires that the products used by the consumers must be branded and have good branding image. China created a portfolio of global brand champions. These features were presented by John Quelch in 1999 that were common in all the ten brands, which are as follows. Strong in home market In order to be successful on a global level, firms first of all need to have strong position in their domestic markets. If the cash flow and market share at domestic level is strong...
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... The chocolate industry is a huge industry which entails a large market to which Venezuela could penetrate. Venezuela has some of the best cocoa in the world, and this is exactly what consumers’ need think of when they hear the name “Chocolates El Rey”. Ultimately Jorge needs to market not just the chocolate and cocoa, but the origin in which it came from and in this case Venezuela. When people think of chocolate the first thing that comes to mind is Swiss Chocolate, due to its high quality and global brand awareness. Jorge needs to look at the key steps and utilize the tools necessary for his growth in the international market. In order for Jorge to fulfill his dream he needs to understand the value that not only the Venezuelan cocoa beans have for his chocolate, but the value that the chocolate has to the consumers. By understanding why the consumers buy the chocolates and why they continue to buy will only help further him in the future. Understanding your consumer is key to the success of any business and Jorge can definitely achieve his goal if he keeps this mindset at the forefront of his operations. What are the pros and cons of using country-of-origin as part of his branding strategy? Using the country-of-origin as part of Jorge’s branding strategy can has some positive and negative impacts on the organization. As with any changes, Jorge needs to analyze the opportunities...
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...BRAND MANAGEMENT PART <CONTENTS> Ⅰ. ORIGIN OF THE NAME Ⅱ. BRAND PERSONALITY Ⅲ. BRAND IDENTITY Ⅳ. BRAND POSITIONING Ⅴ. BRAND STRATEGIES Ⅵ. BRAND ELEMENTS 1. Origin of the name Brand with good elements are constructed favorable in consumers’ minds. It is applicable, has distinct and specific meanings, thus memorable and easy to be acknowledged next time it is viewed. To increase awareness of the brand, founder, Jeffrey P. Bezos conducted several attempts naming the company. He initially named “Cadabra Inc” in 1995 when he realized that it can be misconceived as “Cadaver” which literally means dead body. The “Amazon” was soon adopted due to the fact that it is the largest river in the world. He saw the big potential for a larger volume of sale. In addition, letter “A” in Amazon could make it available for viewers to easily notice in alphabetical list. Following image is the logo of the company. Orange arrow from A to Z represents it can distribute every product in the alphabet online. Arrow itself also indicates a smile, which in turn refers to customer satisfaction as well as pleasure after the complete purchasing process. <Fig.1 logo of Amazon> These are some of the features found within the logo and how it is used in the final packaging. * Slogan: Image above is not frequently used or viewed as much as logo of amazon.com standing by itself. However slogan is the most powerful tool to explain the company in a short word, such as Wal-mart’s...
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...Ch 16: Global Marketing and Supply Chain Dominoz cast study While prices of Dominoz in china are slightly lower than in US, store sales volume is more than double the US average. Unlike in US, where home delivery is dominant, in china it accounts for only 10-15% of volume. The International Marketing Challenge As in case of Dominoz, the product completely deviates from local teastes and customs in china. International markets offer vast opportunities for firms with a product or service in high demand. Howeer globalization also brings about intense competition in markets that in the past have been domincated by domestic firms. Newness, cultural adaptation, attractiveness, and appropriate marketing strategies can help tremendously. Following are the factors for success in international markets: 1. Accurate assessment of market potential 2. Selection of right product mix 3. Appropriate adjustment in distribution 4. Pricing 5. Packaging 6. Advertising Assessing Market potential To assess market potential, firms seek to identify the aggregate demand for a product and estimate the costs associated with product introduction and distribution. Population growth provides a coarse estimate of future market potential and so do consumption patterns, which are dynamic. Accessibility, profitability and market size all play a major role in deciding market priority. Globalization and Localization in International Markets Striking a balance between globalization...
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...Dealerships (Leeds) and to the people who agreed to share their views with me which assisted in the research process. Pg.-3 Table of Contents Pages Acknowledgements 2 Abstract 4 1. Introduction 6 2. Literature Review 10 2. (A) what is a Brand? 2. (B) why is Branding important? 2. (C) Branding of Cars 2. (D) The issue of Declining Brands 2. (E) Country of Origin 3. Research Methodology 21 4. Research Analysis and Findings 35 5. Conclusions 43 Bibliography 46 Appendix One- Learning Statement Appendix Two- Dissertation Proposal Appendix Three- Questionnaire’s used for Primary Research Pg.4 Abstract The research started with the...
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...MILO BRANDING: Milo brand is the world’s leading chocolate malt beverage that can be prepared with hot or cold milk or water. Given its popularity it is a “must have” product for food service operators particularly in Asia, Africa and Oceania. Loved and trusted by parents and kids alike, Milo products offer essential vitamins and minerals: * calcium for strong teeth and bones * iron to carry oxygen to the body’s cells * vitamin A for healthy eye sight * vitamins B1 and B2 to help release energy from foods * Vitamin C to keep skin and gums in good shape. REF:(www.nestle.com/brands/allbrands/milo_foodservice). Origin: Milo was originally developed by Thomas Mayne in Sydney, Australia in 1934. It is marketed and sold in many countries around the world. Product availability: It is marketed and sold in many countries around the world (worldwide) (Ref :WIKI) Malted barley is one of the key ingredients that give MILO the unique great taste and crunch you love. It is naturally rich in carbohydrates (including starches and maltose), the preferred energy source for the brain, nervous system and working muscles. Including calcium, MILO contains 6 essential vitamins and minerals. Together with milk it is a nutrient rich drink for active kids. A glass of MILO and milk is: - High in protein - Low GI - Nutrient rich – particularly calcium where it provides nearly 50% of Recommended Daily Intake (RDI). REF: (http://www.milo.com.au/products/milo/) check this website below...
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...full text archive of this journal is available at www.emeraldinsight.com/0309-0566.htm The effect of corporate branding dimensions on consumers’ product evaluation A cross-cultural analysis Nizar Souiden ´ Faculty of Business Administration, Laval University, Quebec, Canada Corporate branding dimensions 825 Received October 2004 Revised September 2005 Accepted January 2006 Norizan M. Kassim Department of Management and Marketing, College of Business and Economics, University of Qatar, Doha, Qatar, and Heung-Ja Hong Faculty of Sociology, Kansai University, Osaka, Japan Abstract Purpose – The paper aims to investigate both Western and Eastern corporate branding thoughts and examine the interrelation among four corporate branding dimensions (i.e. corporate name, image, reputation and loyalty) and their joint impact on consumers’ product evaluation. Design/methodology/approach – Building on extensive literature, a model of consumers’ product evaluation that includes the major determinants of corporate branding is proposed. Based on a sample of 218 Japanese and American consumers, structural equation modeling and general linear model analyses are used to test hypotheses. Findings – The research reveals that Japanese and American consumers have different perceptions with respect to the effect of corporate image and corporate loyalty. The corporate name was found to have a significant impact on corporate image and corporate reputation was found to have a significant...
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...Farmers used to put some identification mark on the body of the livestock to distinguish their possession. Products are what companies make, but customers buy brands. Therefore marketers resorted to branding in order to distinguish their offeringsfrom similar products and services provided by their competitors. Additionally, it carries an inherent assurance to the customers that the quality of a purchase will be similar to earlier purchases of the same brand. A brand is a name, term, sign, symbol or design or a combination of one seller or a group of sellers and to differentiate them from those of...
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...framework which guided the data collection. A qualitative, case study methodology was used, using focus group interviews to collect empirical evidence. The findings indicate that there can be a conflict in how the brand is positioned in the target markets mind and the brand personality perceived in contrast to the positioning and personality wanted by the brand owner/manager. By identifying the traits and positions of the brand, the brand identity can be better understood. 1. Introduction In this first chapter we will consider the concepts of branding and positioning and the importance of these elements for a strong brand. We will start with the background were will begin with discussing the concepts of branding and describe relevant theories in brand personality and brand positioning. We will then walk you through the problem discussion and finally the research questions. 1.1 Background The term brand refers to a name, term, symbol, sign or design used by a firm, to differentiate its offerings from those of its competitors (Czinkota & Ronkainen, 2004, p 260). A brand is the sum of its equity, identity, positioning, personality,...
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...Case Study Russian Standard Vodka: Strategies for Global Branding and Expansion into the US Market INTRODUCTION 1. Russian Standard Vodka is a major Russian premium vodka brand. Established in 1992, Roust Inc. is Russia’s largest importer and distributor of spirits and Champagnes. In 1998, Roust launched Russian Standard vodka, which quickly became the highest selling premium vodka in Russia, ahead of established international and local brands such as Stolichnaya, Smirnoff, Finlandia and Absolute. 2. Russian Standard’s success can be attributed to the high quality of the vodka itself, its Innovative and distinctive bottle, to its strong presence in bars, clubs and supermarkets, and to a brand identity that is proud to leverage its Russian heritage while promising world-class standards of quality (hence the name ‘Russian Standard’). Interestingly, and quite unusually, the Russian Standard brand was also used to launch a Commercial Bank focusing on consumer lending which also became a huge success in little time thanks to its financial solidity and aggressive marketing. 3. Encouraged by its rapid success at home, the company is considering whether it should Launch Russian Standard in the biggest premium vodka market in the world - the US – and whether it should adapt its marketing mix or stick with the strategy that has been so successful 4. In Russia, to help make these two decisions, the case provides detailed information on consumer habits and competition in Russia...
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...require exclusive distribution (2011 H.H. Friedman) the product need to be consider a need of conventional and convenience something to can run in and get and run out, something you want spend a lot of time purchasing. Quality is the most important feature in developing my product because if the quality is poor everything else will fail. Branding of the product is a typical marketing skill. Creating, maintaining, protecting and enhancing the identity of a good are all included in branding to calculate against the competition. A product’s name is also important and one must consider whether the name makes sense. Packaging is important to the product if the presentation of the product, the style, it’s design is not inviting. The consumer might choose one product over the other based upon it packaging. Packaging needs to be pleasing to the eye and able to attract interest or draw favorable attention from the consumer. Proper labeling is both a science and an art. Labels contain several key components. First, the design and artwork of the package is oftentimes part of the label. Label information should include: brand and product name, the origin and date of manufacture, a list of contents and ingredients,...
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...to look into Balmer’s corporate identity Quindrivium which is for author of this essay is like a breakthrough in understanding the concept of identity based view of corporation, this part shows that identity of corporation is combination of multiple identities which needs to stay aligned to build positive corporate identity. In (b) the author tries to link the concept of corporate identity with another element of corporate level marketing(Balmer, J.M.T and Edmond Gray 2003), that is “corporate branding”, and tried to look into concepts like what is corporate branding ?, relation between corporate identity and corporate branding , utility to each other, the misconceptions, how significance of identity to corporate branding lead the restructuring of AC2ID test to AC3ID test, how corporate Quindrivium helps in understanding of corporate branding as an outward bound identification of a corporation, and distinction between the two in order to uncover the characteristics of corporate branding, this part will show...
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