contents CONTENTS Page No 1. 2. Executive Summary The Evolution 2 3 -Global Brands and Globalization 3 3. Why Branding? 9 -Brand : Meaning 10 -Brand Equity 12 -Aspects of a Good Brand 13 - What makes brands great? 14 - What makes brand leaders lose their way 17 4. Why go global? 19 - Going global: the risks 20 - What principles govern and guide global brands? 21 - Global branding versus local marketing 23 5. Strategic Planning Cycles for Brands 26 6. The
Premium Brand Brand management
The basic idea of a CBBE model is that the power of the brand lies in the minds of the consumers. They are the firm’s building blocks to guide its marketing strategies. (Brand & Butter Blog‚ 2010) 1. Salience The basic step of the pyramid talks about the brand awareness. Swatch was developed in early 1980 as a trendy line of watches with a full brand identity and marketing concept. (Wikipedia‚ 2014) Being a part of the Swiss Group‚ which has an iconic brand image‚ swatch is a highly
Premium Brand Watch Marketing
CHAPTER 5. CROSS-CULTURAL NEGOTIATION Negotiation is the process of discussion by which two or more parties aim for mutually acceptable agreement. There could be many parts in the negotiation. All parts are involved in the negotiation. Cuando se negocia algo‚ tiene consecuencias para todas las partes (home consumers‚ host consumers‚ host local employeers‚ all citizens…). The negotiation process has different stages: Preparation: para ello hay que buscar información acera de la otra parte (culture)
Premium Negotiation
This report presents an analysis of how IKEA has successfully managed to adopt a global branding strategy and thus‚ penetrating international markets to become one of the most internationally recognised brand in the world. The analysis shows that IKEA has adopted a standardized marketing strategy in which the merchandise are standardized throughout‚ with prices being comparatively low. Nonetheless‚ the store layout is unified throughout the world. However‚ in order to adapt to the different cultures
Premium Culture Globalization Brand
New Name. In Time NewsFeed. Retrieved November 23‚ 2013‚ from http://newsfeed.time.com/2013/01/09/watch-australias-mcdonalds-gets-a-new-name/. Salisbury‚ Peter. (October 8‚ 2013). The Globalization of “Fast Food”. Behind the Brand: McDonald’s. In Global Research. Retrieved November 23‚ 2013‚ from http://www.globalresearch.ca/the-globalization-of-fast-food-behind-the-brand-mcdonald-s.
Premium Fast food
Reinventing Stella Artois Louis O. Rollins 1/31/2014 Marketing 506: Marketing Management Dr. MaryAnn Lamer Case Analysis Summary Stella Artois‚ what was it and how could it be made into a brand that would be known globally? The company Interbrew had a vision to make one of its premium brands globally known as a brand of quality taste and good times. Interbrew chose Stella Artois it has a long heritage in the European community; it has history of brewing beers dating back
Premium Brand equity Branding Stella Artois
aspect‚ sometimes referred to as the brand image‚ is a symbolic construct created within the minds of people‚ consisting of all the information and expectations associated with a product‚ service or the company(ies) providing them. People engaged in branding seek to develop or align the expectations behind the brand experience‚
Premium Brand Brand management Branding
Heineken N.V.: Global Branding and Advertising Instruction: 1. Each student will read the case(s) ahead of time before attending to the class. 2. Your group will be assigned to one or several questions in class. 3. After a thorough group discussion‚ your group will outline/summarize your answers into a PPT file and drop it onto the Blackboard’s drop-box. 4. Your group will present and lead the discussion of the question(s) assigned to you. Although the group in charge will be the major discussants
Premium Brand Brand management Brand equity
MARKETING MANAGEMENT Heineken N.V.: Global Branding and Advertising - INDEX 1. EXECUTIVE SUMMARY...................................................................................... 2 2. SITUATION ANALYSIS ...................................................................................... 2 2.1 The Company Profile 2.2 The Heineken Brand 3. SWOT ANALYSIS................................................................................................ 7 3.1 Strengths 3.2 3.3 Opportunities
Premium Brand Marketing Brand management
Harvard Business School “Customer Centric Global Branding: Lessons from Latin America” Rohit Deshpandé‚ Harvard Business School rdeshpande@hbs.edu Global Branding Conference Koc University Istanbul 22 June 2010 © 2007 rdeshpande@hbs.edu 2010 Harvard Business School The “Provenance Problem” When “made in (emergent country)” doesn’t help: Made in Brazil Made in Russia Made in India Made in China B.R.I.C. or Kenya or Turkey or Vietnam © 2007 rdeshpande@hbs.edu 2010 Harvard Business School
Premium International trade Harvard Business School Brand management