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Global branding

Summary

The report examines the reasons why some companies to adopt similar names for their products in different countries and circumstances in which this can not be favorable. It may be necessary to maintain the same mark in the international markets as necessary to describe certain qualities of the father, if a company has expanded through organic growth, if the company sells a limited range or if the company uses similar technology if there is a hierarchy of organization and whether to use national power to other international markets. But there may be some circumstances that require the use of different brand names such as when a larger society through M, where certain products are preferred in some not all countries or when it is necessary to distinguish certain product lines. (Aaker, 1996)

Introduction

The world is increasingly global. The Companies will not only focuses in local markets in the provision of services and products. Are seeking new and more promising markets outside their borders and the need to integrate market forces ahead of their global peers. The business world is now characterized by a rapid flow of products abroad, advertising is also across borders and necessary to ensure that marketing strategies reflect these changes. (Kapfer, 1997)

Trademarks are a key element of the fundamental strategy for any business. This is because brands give companies an identity. Keller (1998) argues that brands help increase its customer base and take power retailers only. Aaker and Keller (1990) will add that helps solidify the brand's market position. However, there are some key issues that arise when dealing with the issue.

Companies should ask themselves whether or not to keep the same brand in one country and different places. Companies that choose to do what they could justify their actions by saying that helps them maintain their identity through. On the other hand some other companies may have different brands in different countries choose to use. These companies may believe that the marks should reflect the needs and demands of a given country. These issues should be addressed to ensure that a certain company to enjoy all the possibilities offers the international market.

Reasons why a company should market their products under global brand

Some companies may have made a name for themselves in domestic markets. Its products can have a unique place in their markets and products that have considerable influence there. It would be desirable to maintain the same mark for these companies when they venture into global markets. LA (1996) argues that this goes a long way in ensuring that these companies can harness the power of its market to international markets Procedure. A good example of one such company is Coca-Cola. It started with a strong image on its home market and decided keep your name in all its market.

Another aspect that may make some companies adhere to the same brand is the integration of regional markets. For example, many countries in Europe now under the same coin and the other attacks. Therefore, it would be desirable to create brands that can accommodate many countries at the same time. The European Union has changed the traditional approach to Self-Reliance. It is necessary to integrate brands for the EU markets. (Featherstone, 1990)

Some companies are able to deal with products that have relatively equal levels of demand in destination markets, they are facing. A good example of a shell company. The company deals with various petroleum products. These are elements that are in great demand in different parts of the world. Thus desirable to create the same products and names for all their markets can identify this with them.

In addition, some companies may limited product lines. Especially in comparison with above mentioned company, Shell. Since most products are clearly defined and certain, it is necessary to maintain a universal mark of Shell in any country decides to act in. It is also something that can be clearly seen in companies such as Benetton and Kelloggs.

On the other hand, there may be some companies that have markets that are very clearly defined. Realize that no matter what part of the world, is back, these markets will be identified with your name. A good example of such a company is Nike. The adapting products for athletes, which is the ideal market. It should be noted that sport is an international activity, so the athletes can relate to the brand as they travel different parts of the world and has followers in many countries. This could be why Nike chose some well known celebrities from the world of sport to market their products. Another factor contributing to the company differentiate itself from others in the world is the fact that it has a very exciting logo. It's something that sticks in the mind very easily of its customers and helps to strengthen their market. This visual identity acts as a strong point for the company's success if the mark. (Douglas et al, 1996)

At times, some companies may have a strong tradition. It is common to find that these companies have been in service for decades. It becomes therefore necessary to retain the names of the same mark, even if the company chooses to extend it to meet your brand luggage. One could argue that these companies have managers who can be resistant to change and feel may change the name of the company after his image in a foreign country. On the other hand, it may be necessary to remain faithful some of the interests of that company in particular the maintenance of global brand of the same name. For example, the company Louis Vuitton has been named after its founder in the twentieth century. Company has branches all over the world, but remained at his mark, because it has a rich tradition. The owner has done a good job with the company and the maintenance name everywhere can be seen as a way to pay tribute to their efforts. (Kapferer, 1997)

How a given society has chosen to expand is another factor whether or not some company chose to follow the brand structure. For example, if a company expanded to international markets through organic growth in opposed to the acquisition, then it may be more appropriate to keep the same brand for this company because they are not obliged to incorporate the needs of their new partners in their products.

In this result, it may be necessary to consider what type of organizational structure prevailing in a given society and what kind of Administration assets of the company has suffered. If a company has been run by administrators from the same family or business owner, it would be wiser to stick to one brand in the market internationally. Bartlett and Ghoshal (1989) argue that companies have a highly centralized management system, in a manger is a certain control of daily operations of branches in other countries, may be necessary to have the same name for their products.

It is necessary to adopt the same name in the world market, when a company tries to products standardized throughout its international markets, is very common to find that these companies have the same name. These companies rarely change their products in countries. Examples are Sony and Siemens. These companies typically used with products that have the same components in the world. Word of the time, these companies can be considered marketing of their products on the basis of their quality and reliability. This is a message that resonates around the world.

Sometimes, some products may be required by different countries located throughout the world. Therefore, it may be necessary to introduce a product that has the same brand wide. For example, Procter & Gamble introduced Pampers in the international market. Because the company estimates that nearly all mothers as a layer that allows babies to stay dry, it was necessary to ensure that the message was transmitted worldwide. This application has been a platform for their brand image and allowed them to use the same name for the same qualification.

Schmitt and Simenson (1997) argue that companies may have a strong corporate image. This question arises especially when companies, in particular, compared to international markets highly competitive. It is best known in the field of information technology as IBM. The company usually puts its logo on all products sold worldwide. Typically, the company has the desire to project the image that is quite reliable. Another company Apple. This company wants to be a world record in the chain, putting the Apple logo on various products sold worldwide.

On the other hand, some companies may be dealing with products that are not very different from each other or those who employ the use certain skills. By example, GE normally sends goods that involve the use of engineering knowledge to create them. For example, he has a medical team and even generators. These products are not necessarily the same, but have similar technology. In Now the same brand, the company is able to demonstrate that all their products, regardless of its kind were anchored Society qualities of reliability and technology of reinsurance.

The circumstances that require use different brands in different countries

There are times when certain products are not different forces in different markets. This could be the result of cultural values. As Therefore, since these brands are, and present them to foreign markets, without adjusting in response to local needs can lead to failure. As companies decide to change brand name even after the relative strength of this particular market.

Moreover, the Court et al (1997) argue that there may be cases where some countries have markets that are strongly divided. This means that these countries have a distribution that is a smaller scale than the mother country. May be a good idea to follow the same mark in the country. This should establish a strong brand, which usually involves a large investment in advertising. Still This investment will not give the same return on investment and can not be a very economical option to do. (Olins, 1989)

Some companies eligible international merge with others in their markets. This may be because the local companies have worked for long periods of time in countries destination and may include local market very well. After these mergers, companies may opt to change the name of its products to integrate the new business. It can be difficult to penetrate their target market if their names are not intended for domestic markets as recommended by national companies. In addition, some companies who join as international companies try products. It is likely that these companies keep the names of these products to local market can be identified with them. An example of a society that Bestfoods. The company has expanded internationally through the use of procurement. In a country like Chile, the Company company acquired a sauce, so it had to include the brand names of these sauces under its wing. Similarly, in Germany, the company has acquired a company specializing in the sale of mashed potato called Pffani. He still has some brand names Pfanni under his wing as well. So the company then the company a local base to enable them to distribute some of their products. (Parsons, 1996)

Some companies have many products they cover. This is particularly with respect companies dealing with food. Therefore, it may be preferable to introduce some brands in certain countries if these products do very well in business in particular. One is Best Foods. The company has some products that are only limited to the homeland, such as potatoes Pffani. On the other hand, has some brands that are common in the international market. This in particular;

• Knorr
• Hellman (Al, Barwise, 1992)

There are times when some companies may opt to take a structure hybrid. In this structure, there are products that have the same mark in different countries, but there may be others who have been adequate for some countries. For example Coca-Cola uses the same name for the brand of cola. On the other hand, it also introduced some brands that are easily identifiable with some countries since these countries may need for this particular product.

For example, Coca-Cola without caffeine is found in the counties where people seem to be aware their health. Also Coca-Cola Light. It does so in Western countries where many members of the public are paying attention to your calorie intake. The product not available in African countries as these countries are not particularly concerned about losing weight because some of them prefer to look fat. In Scandinavia, TabXtra the company introduced it's a Coke contains no sugar. This was done because the culture in this country is such that some people are not excited foods with added sugar. The UK also has its own brand of cola called Lilt. This drink is unique in that it is in different fruit flavors. As So what we have received good market response because it is something that suites your taste. (Alden, 1999)

Some countries may choose to market their products under different names so they can clearly distinguish the different products. (Parsons, 1996) For example a company like Mars is using the name of a product for drinks and food produced by the company. The food is especially cookies, cakes, etc. However, Mars also manufactures products for pets. It is therefore necessary to differentiate this using names of different products.

Conclusion

Global branding is a complex subject, because what applies to another company are not necessarily appeal to another. There is therefore necessary to customize the global brand strategies in response to the particular circumstances facing a given society.

Reference:

Aaker, D. (1996): Strong brands, New York, The Free Press.

Aaker, D. And Kevin Keller (1990): Consumer Evaluations of Brand Extension, Journal of Marketing, 54, 1, 27-33

Alden, et al (1999): Positioning brand through advertising in Asia, North America and Europe: The role of global consumer culture, Journal of Marketing, 63, 75-87

Bartlett, A. Christopher and Ghoshal, S. (1989): Beyond the Border Management, Boston, MA: Harvard Business School Press

Et Barwise (1992): The portfolio of brands, European Management Journal, 10, 3 (September) 277-285

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Schmitt, H. Bernd and Alex Simenson (1997): Marketing Aesthetics: The strategic management of brand identity and image, New York, The Free Press

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