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International Marketing Brand Exercise

International Marketing Brand Exercise. December 2012. Question 1 : Degree of transferability. Mean. K21-tech Case. Question1: Which branding strategy would you suggest for K21-tech? Should it target B2B or B2C customers or a combination of them?. Mainly B2B  13 groups Both  10 groups

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International Marketing Brand Exercise

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  1. International Marketing Brand Exercise December 2012

  2. Question 1 : Degree of transferability Mean

  3. K21-tech Case Question1: Which branding strategy would you suggest for K21-tech? Should it target B2B or B2C customers or a combination of them? • Mainly B2B  13 groups • Both 10 groups • Some groups recommended to focus on B2B first and then on B2C • Intel, as a B2B company, tries to advertise direct to end-customers • However, this is rare for an industrial components manufacturer • Very costly strategy as it requires heavy marketing investment and power in supply chain, which is not the case for most of the industrial companies and probably K21-tech neither. • Therefore, staying in B2B with low investment in branding is a good strategy • However, use of e-commerce enables B2C branding as well

  4. Question 2: What brand positioning should K21-tech adopt for their corporate brand? For product brand names? Should they in any case combine corporate and product brand names or stick to a policy of corporate name only? • Some groups had problems understanding the question. These groups focused only on creating successful translinguistic brand names • The question refers to the management and level of branding not only outside of the company but also within the company • The more branding levels, the larger the marketing expenses and the greater of investments required for recall and recognition of brand names • In Japan, use of corporate brand name • In the US, emphasis on product branding • In Europe product category, and product brand names are combined with corporate names this is a complex, costly, and heavy strategy

  5. Question 2: What brand positioning should K21-tech adopt for their corporate brand? For product brand names? Should they in any case combine corporate and product brand names or stick to a policy of corporate name only? Based on previous discussion: • Some groups suggest the combination of corporate and product brand name as in the case of key players such as Intel and Apple • Creating a link between the product and the company as Apple  Using a simple letter of “I” for products and thereby enabling the consumer to relate the product with the company. • Suggestion of using the letter “K” for K21-tech products • Some groups suggest the use of corporate name only for simplicity, recall, and recognition of the company especially in the B2B market • This is also a good strategy due to the reason that K21-tech is a small company with limited financial resources

  6. Question 3: Navigate the Internet for brand names combining Roman letters to “tec” or “tech”. Are there are still available brand names not yet registered? • You have successfully grasped the purpose of this question!  • Many names are already used, which does not however mean that they are registered. And if so, does not tell in which countries • Yet, the purpose of the question is to make you realize that there are incredibly few brand names available. • In addition, it is not clear if these names are registered or not making the task of brand name creation even more difficult • Therefore, the key learning is that it is very difficult to find a new brand and register it.

  7. Question 3: Navigate the Internet for brand names combining Roman letters to “tec” or “tech”. Are there are still available brand names not yet registered? • One group has conducted research in two regions; the US and Europe • Based on the United States Patent and Trademark Office, they have found that in the US, there are 15.332 registered brand names using “tech” and 1.801 using “tec”. • Similarly, based on Office for Harmonization in the Internal Market: in the EU, 8671 registered brand names using “tech” and 16.710 using “tec”

  8. Question 4: Your proposition of a new brand name for K21-tech • QUATERIA • TecWan (taiwan technology) • Tech-Away • FUTUROTECH • NETEGEN (New Technology Generation) • TechMe, I'm chip • hinoko (high innovation company) • Tai-Tek • geniusBit • Poly-Computis • NANOTIVA • φnix (pronounced "phoenix") • ANTROX (Redifined Excellence) • T-Compute • BANANA TECH • Tektium • NewLogix • Blitz-Krieg Technologies • CompIt • Radiance • Innovectro. • 4tis • TIPS-TECH

  9. Question 4: Your proposition of a new brand name for K21-tech AND THE WINNER IS: • TechMe, I’m chip • Group 6 2. hinoko (high innovation company) Group 7 3. Tech-Away Group 3

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