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Multinational Brands

Multinational Brands. Prof. Atul Tandan Director MICA E-mail: Pat@mica.ac.in. Global Brands & Culture. Buyer behavior and consumer needs are driven by cultural norms MNC managers deal with different cultural environments Global business deals with Consumers Strategic partners

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Multinational Brands

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  1. Multinational Brands Prof. Atul Tandan Director MICA E-mail: Pat@mica.ac.in

  2. Global Brands & Culture • Buyer behavior and consumer needs are driven by cultural norms • MNC managers deal with different cultural environments • Global business deals with • Consumers • Strategic partners • Distributors • Competitors with different cultural mindsets • Cultural heritage provides pride and self-esteem • Foreign cultures also intrigue local cultures

  3. Global Brands & Culture • Cultural environment matters for two main reasons • Cultural differences force adaptations of marketing strategy • Cultural blunders become costly for MNC • Embarrassment • Lost customers • Legal consequences • Missed opportunities • Damage control • Tarnished reputation

  4. Global Brands & Culture • Cultural analysis often pinpoints market opportunities • Changes in cultural indicators lead to market opportunities • 300 million children in China • 157 million children in India (0-6 years) • Spending power • Pester power • Act as a change agent • To satisfy ignored cultural needs bring competitive edge • Japanese diaper makers steal the market share of P & G market by providing thinner diapers by meeting the desires of Japanese mothers Source: International Marketing by Rajgopal

  5. Source: 2007 Brandz Top 100 Most Powerful Brands by Milward Brown Optimor

  6. Selected Global BrandsTechnology • Google: Don’t Be Evil (Brand Value $ 66.4 bln) • Google. COM is one of the 5 most popular sites on the Internet and is used around the world by millions of people. • Google is the #1 search engine in the Argentina, Australia, Belgium, Brazil, Canada, Denmark, France, Germany, India, Italy, Mexico, Spain, Sweden, Switzerland, U.K., U.S. (Nielsen//NetRatings 6/05, based on total number of unique visitors) • Global unique users per month: 380 million (Nielsen/NetRatings 8/05) • 112 international domains • Global audience: More than 50 percent of Google.com traffic is from outside the U.S. Source: 2007 Brandz Top 100 Most Powerful Brands by Milward Brown Optimor

  7. General Electric (GE) • GE: Imagination at Work (Brand Value $ 61.8 bln) • Today, GE is comprised of Six business segments aligned for growth with the ability to compete globally. They are: Commercial Finance, Infrastructure, Industrial, Healthcare, Consumer Finance and NBC Universal. Because of GE's diversified approach to business, you have not joined one company, but many companies operating worldwide in key business areas. It has operations in over 100 countries. 320,000+ employees worldwide. Manufacturing facilities in 32 countries.

  8. GE Money (India)

  9. Selected Global BrandsTechnology • Microsoft: Your Potential. Our Passion (Brand Value $ 54.9 bln) • Founded in 1975, Microsoft (Nasdaq "MSFT") is the worldwide (79 countries) leader in software, services and solutions that help people and businesses realize their full potential. • MS-DOS, .NET, Office XP, 2007 Office system, Windows, Windows Server, Windows 3.0, Windows 95, Windows 98, Windows 2000, Windows XP, and Windows Vista are registered trademarks of Microsoft Corporation. Other product and company names mentioned herein may be the trademarks of their respective owners. Source: 2007 Brandz Top 100 Most Powerful Brands by Milward Brown Optimor

  10. Microsoft – Your Potential Our Passion (Pan Asia)

  11. Selected Global Brands Soft Drink • Coca Cola: The Coke Side of Life (Brand Value $ 34.9 bln) • Today, The Coca-Cola Company is the largest beverage company with the most extensive distribution system in the world. The Coca-Cola Company operates in more than 200 countries. • Pepsi Cola: More Happy (Brand Value $m 9.6 bln) • The company consists of Frito-Lay North America, PepsiCo Beverages North America, PepsiCo International and Quaker Foods North America. PepsiCo brands are available in nearly 200 countries and territories. Source: 2007 Brandz Top 100 Most Powerful Brands by Milward Brown Optimor

  12. Coca Cola – The Coke Side of Life (Singapore)

  13. China Mobile • China Mobile: (Brand value $ 41.2 bln) • China Mobile Limited (the "Company", and together with its subsidiaries, the "Group") was incorporated in Hong Kong on 3 September 1997. As the leading mobile services provider in China, the Group boasts the world's largest unified, contiguous all-digital mobile network and the world's largest mobile subscriber base. In 2006, the Company was once again selected as one of the "FT Global 500" by Financial Times, and the "The World's 2000 Biggest Public Companies" by Forbes magazine.

  14. Selected Global BrandsRetail • Wal-Mart: Always low prices! (Brand Value $ 36.8 bln) • Today, Sam´s gamble is a global company with more than 1.8 million associates worldwide and nearly 6,500 stores and wholesale clubs across 14 countries.  Source: 2007 Brandz Top 100 Most Powerful Brands by Milward Brown Optimor

  15. Marlboro • Marlboro: Come theMarlboro country(Brand Value $ 39.1 bln)

  16. Selected Global BrandsFast Food • Citi: The Citi Never Sleeps • (Brand Value $ 33.7 bln) HSBC: The worlds Local Bank • (Brand Value $ 17.4 bln) • HSBC's global markets business is one of the largest of its kind in the world. It combines sophisticated 24-hour global coverage with a detailed knowledge of local markets. Services are offered both online and offline, through a network of 87 treasury sites in more than 60 countries and territories worldwide. Source: 2007 Brandz Top 100 Most Powerful Brands by Milward Brown Optimor

  17. Citi – The Citi Never Sleeps (Asia)

  18. IBM IBM: “Ideas for Innovators – Get inspired” (Brand Value $ 33.5 bln) IBM helped pioneer information technology over the years, and it stands today at the forefront of a worldwide industry that is revolutionizing the way in which enterprises, organizations and people operate and thrive.

  19. IBM

  20. Selected Global BrandsCars • Toyota:Drive Your Dreams(Brand Value $ 33.5 bln) • Toyota Motor Corporation (TMC) is one of the world’s leading auto manufacturers, offering a full range of models. Global sales of its Toyota and Lexus brands, combined with those of Daihatsu and Hino, totaled 8.81 million units from January 1, 2006 to December 31, 2006. Markets vehicles in more than 170 countries. • BMW: The Ultimate Driving Machine (Brand Value $ 25.7 bln) • BMW Group activities worldwide are co-ordinated from the corporation's head office in Munich. A city landmark, the "four-cylinder" tower at the Olympic park is the nerve centre for an organisation which covers over 150 countries. Source: 2007 Brandz Top 100 Most Powerful Brands by Milward Brown Optimor

  21. Toyota – Moving Forward (India)

  22. Global Aspects of successful Branding based on survey of the Brandchannel.com Source: The 2007 Brand Marketers Report Interbrand’s Annual Survey on Brands and Branding

  23. Global Aspects of successful Branding based on survey of the Brandchannel.com Total 290.7%

  24. Key Lessons for AAA Brands • Four R • Relevance • Relationship • Reliability • Recall • Six C • Consistency • Creative • Culture • Consumer • Communication • Clarity

  25. Thank You Email: pat@mica.ac.in

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