Global brands Vs. Local Brands Introduction According to Ger‚ Belk and Lascu (1993)‚ advances in communications and information systems technology have shrunk distances‚ thereby linking markets through flows of information across markets. These trends enhance the management of global operations and drives up the need to deal effectively with global competition. As firms enter international markets‚ branding plays an important role in its marketing strategy. Many consumers use brands as clues to
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elsevier.com/locate/bushor How far can luxury brands travel? Avoiding the pitfalls of luxury brand extension Mergen Reddy a‚ Nic Terblanche b‚ Leyland Pitt c‚*‚ Michael Parent c a Capgemini Consulting‚ P.O. Box 785827‚ Sandton‚ 2146‚ South Africa Stellenbosch University‚ Private Bag X1‚ Matieland‚ 7602‚ South Africa c Segal Graduate School of Business‚ Simon Fraser University‚ 500 Granville Street‚ Vancouver‚ BC V6C 1W6‚ Canada b KEYWORDS Luxury brands; Brand extensions; Degree of adjacency; Premium
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Luxury Brands: Creating luxury brands is difficult; expanding one is even more so. But what all luxury brands in terms of consumer acquisition find as their foundations is their ability to tap and perfect marketing communication‚ product quality and a specific target niche portfolio in which it can thrive for a more competitive advantage. Emerging Markets hold huge potential for growth for Luxury Goods. The surge of numerous flagships stores and sold goods within Asia is a prime indication that
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Luxury brands during times of recession A question of survival Universally‚ luxury items are considered to be items of great prestigious value‚ and their possession has satisfied people worldwide. In the last three decades particularly‚ consumers have enjoyed a higher level of disposable income than ever before‚ and as a result luxury brands have prospered greatly. However‚ in times of economic crisis luxury brands face the challenge of having their brands perceived value becoming dangerously
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Conspicuousness of luxury brands In a social set-up‚ consumers tend to behave in a competitive manner such that they settle for the luxuries that would make them conspicuous among their peers and put them on a higher social platform or status. This social behavior is innate in most people. People behave in a manner that seek self-worth‚ glory‚ dignity‚ or simply classy. The attribute of most people to seek class determine their choice of luxury brand. They tend to go for products that are unique
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Tata’s acquisition of Ford’s luxury brands Ford Motor Company announced it will sell its Jaguar and Land Rover divisions to India’s Tata Group. The Tata Group already owns former British stalwarts Tetley Tea and steel company Corus Group PLC. Now‚ it’s looking at a couple more renowned brands -- Jaguar and Land Rover -- a quantum leap in class for a group whose main vehicle business has been making inexpensive cars and trucks for Indians. The luxury brands would give Tata access to the know-how
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Luxury Brand Strategy of Louis Vuitton Shin’ya NAGASAWA* * Graduate School of Commerce‚ Waseda University Tokyo‚ Japan‚ nagasawa@waseda.jp Abstract: By systematically breaking down th e strategy of the single Louis Vuitton luxury brand into the four Ps (Product‚ Price‚ Place‚ and Promotion)‚ our aim in this paper is to extract the rules or principles of its brand marketing that differ from that of general consumer goods. In other words‚ the object is to distill the rules and principles of
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beloved food & beverage brands in the beverage‚ cheese‚ refrigerated meals and grocery categories. Their products can be found on the shelves and refrigerators of every house in the United States and Canada. They expect to be well-positioned over the long term to deliver steady‚ reliable growth with a strong focus on cash flow to fund a highly competitive dividend and reinvestment in our people‚ innovation and brand-building. Kraft Foods‚ Pakistan‚ has acquired famous brand TANG for Rs 65 Crore from
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Udham Singh Best Global Brands External Factors Measurement Authenticity Over the past 60 years IKEA has grown from a one-man band to a group of companies with 76‚000 co-workers. At the same time a truly unique corporate culture has evolved with its own set of values. The success of IKEA has been built upon enthusiasm‚ on a constant desire to renew and improve‚ on cost-consciousness‚ on a willingness to lend a hand and take responsibility. It holds the capabilities to provide an advanced
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Global Marketing In what way and on what level do global brands compete? The text mentioned three dimensions that were found as the characteristics of a global brand‚ used by the consumers around the world in making purchase decision. The first one is the quality signal. Consumers associate brands with quality. And the producer/brand holder uses this to charge premium price on the products bearing their brand. This in turn making the consumers to associate high price brand with quality.
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