After looking back at all the presentations done in the tutorials of International Marketing, I

International marketing or business is uniquely different from the local market because the product price, place and promotion is vastly different from what is been offered to local customers (Johansson, 2000) With the emergence of the information technology, cross border marketing has never been a distant dream. However, it has never been easier even for giant multinational companies to face challenges that come in international business. The biggest challenge comes from the culture which varies from country to country.

3. Many multinational companies market products under different brand names when conducting business overseas. For example, Unilever’s Axe Body Spray is called Lynx in the United Kingdom and Australia. Research some of your favorite brands (or products that you buy on a regular basis), and list if and how they use alternate product names when conducting business in foreign markets. Then, explain why a company might use a different brand name abroad.

An article about the importance of branding reads “brands were invented to protect consumers, not to exploit them. Initially they served as a visual badge which guaranteed a certain level of quality and simplified customer choice” (Gieske, n.d, Page 7). We can learn from this how branding helped consumer to choose between products and represent its quality. Today branding is often used to increase the value of products, and less importance is played on the quality.

A firm 's international marketing program must generally be modified and adapted to foreign markets. This international marketing program uses strategies to accomplish its marketing goals. Within each foreign nation, the firm is likely to find a combination of marketing environment and target markets that are different from those of its own home country and other foreign countries. It is important that in international marketing, product, pricing, distribution and promotional strategies be adapted accordingly. In order for an international firm to function properly, cultural, social, economic, and legal forces within the country must be clearly understood.

Significant modifications in the cultural policies are also very noticeable in the early stages of a implementing a nation branding exercise.(Location 215 of 5811) Aronczyk concludes that the knowledge required for the process no longer comes from the national government, historical and social legacies, nor local sources but from marketing experts with knowledge in international relations and communications. This lack of knowledge, as is shown evidently, shows how the process of decision making has changed from purely governmental but rather from outside consultants.(Location 220 of

Each country is a different market, with its own language, buying habits, ways of living, mores, business methods, marketing traditions, and laws. So instead of trying to organize new agencies with American personnel, most U.S. agencies purchase a majority. However, U.S agencies are not locked into the differences, because through global marketing, all of people’s needs around the world will be same toward U.S products sold abroad. Global consumer culture also depends upon global media to create a sense of global identify and memory without which any cultural identity is incomplete (Smith 1991).

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

of global strategy: the company’s mission, vision and identity, brand strategies, and communications. Drawing upon Geert Hofstede’s

relevance in the context of global branding. In doing so, the paper will present literature

Nevertheless both global consumerism and commercial nationalism need to be considered when looking at the benefits or detriments of branding.

Branding has become the key concept of marketing strategies. Brand is the name of firm, products, services, and above all, it is coherent with the firm’s image from

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

Compiled is a case analysis of the Espoir Cosmetics Company’ decision as to whether develop a Global Branding initiative or to carry on with the firms existent Domesticated marketing concept. This document breaks down the operational environment of the firm, and proceeds o avail some recommendations as the best courses of action that Espoir can take.

Currently, Cloetta has its own brand name for the Pick & Mix concept; ‘Godisfavoriter’ for candies which means ‘candy favorites’ and ‘Natursnack’ for nuts which means ‘natural snack’ (Cloetta, 2015). It should be examined how much of an effect these names have on consumers’ brand awareness. If consumers look at these names in the retail shop for example, in Coop, it will hardly remind them that Cloetta is connected with these names. Kapferer (2012) points out that “[a] brand is not the name of a product. It is the vision that drives the creation of products and services under that name. That vision, the key belief of the brand and its core value is called identity” (p149). In this point of view, there is a key issue of how the brand names of Cloetta’s Pick & Mix concepts can provide the image to consumers so they can perceive Cloetta’s brand as having a unique value by selecting their brand. By comparison with their main competitor Candy King’s Pick & Mix, they have the name ‘Karamellkungen’ which is the same name translated into Swedish as their company name and same logo as domestically and internationally. By doing this, they deliver a more distinct vision of their brand connected with the core brand and it can render some positive brand image effects on consumer’s

The original formula for Red Bull was developed in 1964; however, the Red Bull company was not founded until 1984 after a merger between Dietrich Mateschitz, marketing guru, and Chaleo Yoovidhya, the owner of the Red Bull formula. Categorized as an energy drink, Red Bull was initially designed to “treat jet lag and boost energy for truck drivers” (Hollensen, 2012). In today's era, Red Bull is commonly used as an energy drink; like coffee, and as a mixer in alcoholic drinks, like Red Bull Wings and the Jägerbomb. This aligns with the company's focus on the younger generations of partygoers and post-secondary students.