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Global Branding & Global Local Paradox

Global Branding & Global Local Paradox. Chapter 2. Global Brand- Definition1. Available in most countries in the world McDonalds 30,000 distribution points 119 countries Arches & service are universal, products are localized Local associations- India-typical family restraunt

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Global Branding & Global Local Paradox

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  1. Global Branding & Global Local Paradox Chapter 2

  2. Global Brand- Definition1 • Available in most countries in the world • McDonalds • 30,000 distribution points • 119 countries • Arches & service are universal, products are localized • Local associations- • India-typical family restraunt • US- fast food • France- Birthday parties • China- place to bring a date (tables)

  3. McDonald's New Zealand Japan India Malaysia France Norway

  4. Global Brand- Definition2 • Have a similar positioning in all markets. • Similar pricing (in comparison to market) • Similar target market • Marketing mix can vary slightly • Added value vs handicap • Ex. Pampers Diapers

  5. Global Brand- Definition3 • Carry one brand name and/or logo. • May carry brand but contain entirely different products • Sometimes product will be the same but brand will differ • Brand recognition • Unilever • Ice cream, detergent

  6. Global Brand Definition4 • Has substantial market share in all countries and comparable brand loyalty • Perceived as global by consumer • Not necessarily in home country • Old and national brands have most loyalty • Italy- regional • Global perceived as expensive • Russian Bistro vs. McDonalds

  7. Brand Strategies heinekin hong kong • Brand Types • Single product or Monobrands • Range or line brands • Umbrella or Corporate brands • Cultivate established local brands • Global concept, local adaptation • Create new brands • Purchase local & internationalize • Develop brand extensions • Employ a multi-local strategy netherlands

  8. Global Local Dilemma • Standardization vs. differentiation • Is the youth market homogenized? • Are business professionals culture free? • Possible standardations • International media • Culture of the company • Quality & luxury • New products

  9. Coca-Cola • Only true global brand • Advertises locally with a global strategy • Product- varies on sweetness and additive product offered • Price- ranges on what countries can and will pay • Placement- bottling plants all around the world, available everywhere • Promotion- sponsorships, free products, philanthropy

  10. Coca-Cola Phillipines Always Coca Cola Coke Vender Ukraine Video game India Russia Serbia (Bottling Plant)

  11. Elements Brand Association Network attributes products visual brand name images and signals values places occasions moments moods users

  12. Associations With Coca-Cola unhealthy addictive brown bubbles children Coca-Cola sticky fizzy flippos young people sweet chips Michael Jackson soccer on TV American mix drink parties young Coca-Cola light break soft drink thirst quenching non-alcohol red can alternative for beer tennis court ubiquitous adults

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