Domestic and Global Product Branding Strategy

As an employee, you are an integral part of our company and your contribution cannot be overstated. Our goal is to provide timely, efficient, and effective service for our clients. In delivering what our clients want and need, we can generate greater customer satisfaction and create opportunities for continued business.

If the answers are “yes” and the offering satisfies a felt need, then go to the business analysis stage.

Trailers or advertisements for movies in 3D are shown increasingly at movie theaters. No longer are surround sound and high definition sufficient for sophisticated viewers. With the advent of new technology and new ways to film shows and movies, television makers are looking at ways to improve the viewing experience. Enter the 3D HDTV set, which retails anywhere from $1,500 to $8,000 with battery- operated 3D glasses that cost around $200.

The company chosen and used for this paper is a mobile transport company that caters specifically to senior citizens. This particular paper will explain in detail domestic and global product branding strategy, optimum pricing strategy and a distribution channel analysis that identifies the wholesaler, distributor, and retailer relationships including e-Commerce. Discussions within the paper will also include the use of a push or pull strategy, a distribution channel analysis and supporting references.

B) Symbols: A symbol or logo is a visual representation of the company, product/service, and the values it represent. E.g. The Michelin Man represents the extra rubber on their tires, and the multi-colored Apple logo represents creativity.

Global strategy is considered as a detailed plan on how an organization or a firm can be successful marketing its products or services at global level to enhance business growth, and increase profit margin (Lynch, 2014).

Two opposite viewpoints for developing global marketing strategy are commonly expounded. According to one school of thought, marketing is an inherently local problem. Due to cultural and other differences among countries, marketing programs should be tailor-made for each country. The opposing view treats marketing as know-how that can be transferred from country to country. It has been argued that the worldwide marketplace has become so homogenized that multinational corporations can market standardized products and services all over the world with identical strategies, thus lowering their costs and earning higher margins.

Over the past long period, products and brands continue proliferate. A good analysis and understanding of brand value and market segmentation is more essential than ever. Based on the theory of brand, product, market segmentation and target, a new product will be developed in the market to improve company’s performance and make profit. The information generated from this report is used for strategic planning, resource allocation and tactical marketing.

Sourcing assets and not just products: Sourcing products and elements internationally based has long been a trademark of international business. However this features understood that global marketing strategies are much about strength assessing for market approach justification as they are about trademark hoarding abroad.

Global or Local Brands? Nestle, Unilever have a portfolio of local, regional or global brands Branding Approaches Solo branding : Each brand stands on its own with a product or brand manager running it (e.g. Unilever, P&G) hallmark branding : The firms tag on one brand (e.g. Bank, Acer, Benq, Asus) family branding : Hierarchy of brands (e.g. Wii, Toyota) Combined branding : 二個或二個以上的品牌標示在同一品牌 (e.g. Sony Ericsson)

Marketing is the process of creating, communicating and delivering benefits that have value for customers (Johnston, 2015). Branding is the process of creating a unique name and image for the product in consumers’ mind (BusinessDictionary.com). A good marketing and branding strategy helps the organizations to create products and services with best chances of making profits, set apart from your competitors, customer satisfaction, and greater sales motivates the employees to achieve more. Principles of branding are differentiation, focus, simplicity, consistency, and visual appeal. The two main theories/principles used in marketing are McCarthy’s 4 Ps and Porter’s 5 forces.

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.

Suppose we are asked, ‘who makes the best instant coffee?’ Next , we are asked, “who makes the next best?’ there can be a number of brands which are next best, but only one brand that is the best. In a number of product categories like TVs, cars, personal computers, paints, razorblades, soaps and so on, we have our favourite brands or marketer. The top slot achieved by the brand in our mind is called its Positioning. It entered our mind on account of communication through advertising, word of mouth, product performance and other factors.

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.

Brands vary in the amount of power and value they have in the market place.