Challenges of Branding in Developing Countries
Introduction:
What is international brand?
An international or global brand has a clear and consistent identity with consumers across geographies. It is positioned the same from one country to another, it has essentially the same formula; it delivers the same benefit and is presented consistently to the consumer through consistent advertising and packaging.
International marketing:
It is the performance of business activities that involves the firms one or more marketing mix decisions across national boundaries. At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe.
Branding in developing countries:
Opportunities: developing countries are the big markets due to the high number of population that make it a target and attractive by the firms from developed countries. Such companies should build up their presence, new market and customer gaining if they hold a strong existing reputation. In addition, the size and growth market in these developing countries offer enormous potential for business marketing successes.
Challenges:
A developing country is known to acquire faster economic growth rate and favorable business climate. However, the market environment brings about a range of challenges by which foreign companies making entry into emerging markets should be imposed.
Any company would enter the market in a foreign developing country have to identify and adapt to the market characteristics of the country. The firm should adapt with the market conditions or with the uncontrollable elements in the foreign environment with taking into consideration the political, cultural, economic and competitive forces. The firm should find certain difficulties in the grasp of the market corresponding to the destination market assessment in terms of government, target customer, rivals and related market factors, as well as the local community communication. These barriers would
What is international brand?
An international or global brand has a clear and consistent identity with consumers across geographies. It is positioned the same from one country to another, it has essentially the same formula; it delivers the same benefit and is presented consistently to the consumer through consistent advertising and packaging.
International marketing:
It is the performance of business activities that involves the firms one or more marketing mix decisions across national boundaries. At its most complex level, it involves the firm in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe.
Branding in developing countries:
Opportunities: developing countries are the big markets due to the high number of population that make it a target and attractive by the firms from developed countries. Such companies should build up their presence, new market and customer gaining if they hold a strong existing reputation. In addition, the size and growth market in these developing countries offer enormous potential for business marketing successes.
Challenges:
A developing country is known to acquire faster economic growth rate and favorable business climate. However, the market environment brings about a range of challenges by which foreign companies making entry into emerging markets should be imposed.
Any company would enter the market in a foreign developing country have to identify and adapt to the market characteristics of the country. The firm should adapt with the market conditions or with the uncontrollable elements in the foreign environment with taking into consideration the political, cultural, economic and competitive forces. The firm should find certain difficulties in the grasp of the market corresponding to the destination market assessment in terms of government, target customer, rivals and related market factors, as well as the local community communication. These barriers would