A Case Study of International Brand Management: Comparison of Lexus Brand Management in Brazil, United States and Japan.

With emergence of globalisation, competition in market is not limited to the product itself, but as been more linked with brand which create a special persona for its users in form of brand image. The core motive of this research is to find and analyse

Nations, like the people who inhabit them, are all different. Some, like the United States, are at the forefront of technology and development. Others exist as third world nations, where even the most basic necessities are hard to come by. And then there are those which are in the middle, such as India. In the past 20 years, India has grown in the eyes of the global community from a rural, developing nation to a burgeoning global marketing hub. While India had much guidance from the United States and other global powers, the country has still chosen to follow its own path of business and marketing development. This paper is designed

For each of the four globalization strategies, describe the risks associated with that strategy and the potential returns from that strategy. __________________________________

The following report takes into account the selection of two integral companies with global operations, Wal-Mart and Sainsbury. These two companies are critically assessed in link to their individual brand positioning strategies. Some strategies overlap each other whereas some are different, so both are discussed in context. The brand positioning strategy has taken into account the individual companies’ marketing objectives, sales pitches, expansive strategies and service competition that are provided nationally and internationally. Wal-Mart has its extensive operations, hence has a more generic service oriented approach where products are sold and retailed in an intelligent global manner. In this context, its international website layout, online presence and promotional campaigns are discussed that hopes to target mass social target audience. On the other hand, Sainsbury deals in the same business of retail and online shopping, but since its operations are more suited and favorable in the United Kingdom, that is why its operations are limited compared to Wal-Mart. Sainsbury deals with niche market segment, which is limited by some geographic and demographic segmentation. Sainsbury’s promotional and marketing campaigns are also less generic, and keep intact its present social and cultural context. Both companies are suggested for service development, market penetration and market developments. Since both companies are rates exceptionally agile, they still compete on the

Note: These questions are illustrative. In addition to studying this set, you should also consult the relevant chapters of your text and your lectures notes. Review this set and feel free to discuss with me, should you have any questions or concerns.

Preliminary Brand Audit EA Engineering, Science & Technology, Inc. PBC Prepared for MKT 654 – Strategic Brand Management and Integrated Marketing Communications Professor: Jim Wills University of Hawaiʻi at Mānoa Shidler School of Business Prepared by Group #4: Crystal Souza, Phil Potter, Amy Shiroma & Tanya Tarampi June 2015   TABLE OF CONTENTS Page LIST OF FIGURES iii LIST OF TABLES iii 1.

These rules create a useful framework when competing in the global market. When managing an international company, the brand must be strong and unified due to all of the variables that the global market will present. A company will need strong guiding principles in order to be able to adapt their brand to the nuances of various cultures and differing geographical forces, and yet still maintain consistency and purpose. The six rules create a solid base on which a company can stay true to their purpose and yet be nimble enough to accomplish “global alignment.” (Light & Kiddon, p. 2).

It has been asserted (Kennedy, 2012) that, a brand collects name, symbol, design, logo and term together, intended to identifies and differentiates a product or service. Consumers regard brands as an essential element of the

Another major downfall of companies who brand is the business’s inability to recognise that the brand must go beyond the logo and the packaging. It must incorporate all aspects of a business. If different aspects of a business are

In chapter 2, this paper will explain the “brand” in general with put the light forward on the related topics like- brand equity, brand image , brand loyalty , brand awareness, brand association etc, and allow the reader to understand the broad concept of the branding , its impact and importance in the industry. Then research product look in to the importance of growing a brand strategy for the products. Then researcher

This reduction of costs is conversely related to the fact that the firm will no longer have to spend much of their time in launching their products or services. The reason behind this is the fact that the global name of the company had already established its name in the market.

Consulting Paper #1: The challenge of maintaining and improving brand management for Procter & Gamble

As trade increases hyper-competition grows forcing organizations to go global. By a company going global it requires them to rethink strategy and reform (Ananthram and Pearson, 2008). Global organizational structure is the way a company aims to merge local preferences with global strategy. The definition of global strategy is “strategic choices that have the characteristics of being globally uniform or integrated,” (Yip et al., 1997) such as standardization of products, uniform marketing, and competitive moves, but all globally (Townsend et al., 2004; Zou and Cavusgil, 2002; Bayraktar and Ndubisi, 2014). Global strategic strategy is a way to adjust to globalization. Globalization is “the economic and social process by which economies and communities grow inextricably interdependent “(Jhirad et al., 2009). The recent financial crisis (Das, 2010), large amount of poverty, and climate change are all problems that show how the world is globally connected because all countries impact each other (Jhirad et al., 2009).

On paper, global marketing is undoubtedly a great concept. The idea of leveraging a marketing strategy across multiple markets seems to be nothing but beneficial. It saves effort and resources, and ensures a high degree of consistency between all in-market branding and activities.

International branding is about maintaining a balance between being local and being global. Brand ideas, concepts and values, have to remain unchanged, but the ways to relay and make them appealing to local persons vary. Ideas and values can be general, but the method of communication cannot. Developing an appealing brand is a hard and complicated task. Even local brands encounter many challenges, like the main pledge of the communicating corporation, the incorporation of the communication process and building brand associations. Nonetheless, in the global branding those challenges immeasurably increase. Two conflicting and even seemingly contradictory challenges exist in the global branding. A global brand has to remain effortlessly recognized at any international locality and, at the same point, to be well-matched with the local traditions, customers and cultures’ way of perception. In other words, brands have to remain local and international at the same time. This is the main challenge that most brands face. Not so many multinational corporations can boast of finding victorious solutions to it. This paper gives some insight on the international branding and challenges faced when dealing with an international brand.