Establishing An International / Global Brand

According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or “unique selling proposition” that determines a reason why consumers are buying this product or service (Keller, 1993). Similarly, Kay (2004) argues that brand’s strength depends

The many advantages of the local brands can also be negatives. Global brands traditionally have more flexibility, which constitutes that they have more funds financially. The local brands do not have as much flexibility to market their products like the global companies do. Prime-time television spots and billboards are expensive and most local companies do not have the money to compete with the “big boys”. That can really hurts them when trying to get their product out in the field because if you can not make your product known outside your geographical location then it might mean a death sentence for

In today's highly competitive markets, big brands are at logger-heads when it comes to products, each having a similar product to that of a rival. Where does one brand gain that quintessential advantage - advertising, service, promise of trust, or even the

The brand-globalization goes on rapidly, an increasing numbers of organization invested their brand track to overseas markets. New markets have new consumers, chances, and profits and extend brands existence. The international expansion of BMW and IKEA has led them to achieve huge success. In this essay, will explore what lead each brand to move away from their traditional market and investigating how the two brands developed successful international expansion, and what has made them global household names.

Globalization, the process by which businesses or other organizations develop international influence, is a very important aspect in the operation of a company. Globilzatoin encourages companies from around the world to compete in the global market, which also impacts the growth and value of an international corporation. Internationalization is a company is costly and time consuming for a company because it requires extensive strategic planning, implementation, and analysis of a given global market, opputunities and threats. However increased involvement in foreignl investments is a strong portfolio asset for a company, and can ultimately lead to big opputunitiy pay offs and increased profits for any company. Some international businesses also benefit from the advantages of globalization, making it more manageable in other areas of their business including: operational expenses, labor expenses, and low cost resources by the processes of Offshoring and Outsouring certain sectors of their business and its operations. Of all the possible benefits of merging a business into the global market, the impact it has on branding for a company is most important, Brands like Louis Vuitton, Apple, & Macy’s are all prime examples of companies that have expanded their products into global markets by strategically planning, implementing stratagegy, and constantly researching and analyzing the international market structure. Tapestry Inc, is an example of a company in the intancy stages of

Brands don’t just arrive out of nowhere. They are the product of a company “vision”. Any successful brand needs to be part of a clearly defined set of objectives: specific, measurable, achievable, realistic, timed. Objectives like this allow everyone to stay focused on what is required, and develop a strategy that will help it be achieved. The brand will form part of this strategy somewhere along the line either as it is, or

Product design & development is an activity where the potential to globalize needs to be examined carefully. A globally standardized product can be made efficiently at a low cost but may end up pleasing few customers. On the other hand, customized products targeted at different markets across the world may be too expensive. The trick, as in the case of other value chain activities is to identify those elements of the product which can be standardized across markets and those which need to be customized.

When people are choosing a product and they have a large range to choose from, often the only way for them to differentiate from one product to another is through a strong brand name. Following are some steps in order to strategize the best way to build a strong brand for companies.

In order to globally connect with the target market and successfully market products internationally, it is important for a company to know the market, recognize cultural values, localize the marketing campaign, and take into consideration the language barriers.

In reality brands can exist forever if they are managed to stay in step with their target customers' unmet needs, preferences, wants and strive to exceed their expectations. Brand familiarity and execution are key to the longevity of any marketing strategy, and to attain this over time brand marketers must stay agile enough to shift with customer's needs, both actual and planned (Palmer, 2010). Consider Proctor & Gamble and their approach to branding soap over the last one hundred years, where the product itself was changing and continually improving yet the brand equity accumulated over decades of consistent execution (Srivastava, 2009). The ability of a brand to stay agile and take risks is also predicated on how much trust it has created and keeps fueling over time with its customer bases as well (Urde, 1994). A brand can survive over a very long time by concentrating on the customer first and their needs, making those the galvanizing force of the entire branding network (Sarkar, Singh, 2005).

In a dynamic and increasingly competitive market, most businesses, from coffee shops to international automobile manufacturers , are constantly engaged in a battle to win new customers and keep old customers. To prevail against the opposition, companies aim to stand out by developing quality products or services, offering irresistible value proposition and building a unique business identity. At the core of the companies that thrive, there is always a successful brand.

Brand today is hard to stand at the leading position. Clifton and Simmons (2003), the CEO and former director of verbal identity of Interbrand, underline that brand is about choice and yet it has to compete in the crowded and competitive situation. In addition, brand is facing many challenges so as the consequent, a brand has to compete one to another. Even a strong brand may find several challenges to keep remain on its top position. The competitions of strong brands include, for example, Coca-Cola and Pepsi in soft-drink industry, Apple and Creative in mp3 player industry, Kellog’s and Nestle in cereal industry and so forth. Therefore, businesses should consider to the five distinctive traits (Clifton and Simmons, 2003) in order to make their brands great, as follow:

This section presents synthesis of literature on how acquisition of foreign brands helps a company to strengthen its brand portfolio in relation to companies that operate its business in China. What Slack et al. (2013) said is true that a firm must develop its internal capabilities in order to achieve competitive advantage. In this case is developing capabilities through cross cultural foreign brands acquisitions. Acquisition is one form of foreign market entry strategy besides other methods like franchising, joint ventures, foreign investments, exports and others (Terpstra and Sarathy, 2001).

Brand is “a name, sign, symbol, or design, or a combination of them, intended for the goods and services of one seller or group of sellers to differentiate them from other sellers competitively” (Kevin and Keller, 2008, cited in Saleem et al., 2015). Brand can be the tools to deliver the message about the quality of the products and services to the customers and give them the confidence for buying the right quality as the organizations promised (Erdem 1998; Wernerfelt 1988, cited in Rahinel and Redden, 2012) and also lead customer to buy product from specific firm (Keller 1993; Park, Jaworski, and MacInnis 1986, cited in Rahinel and Redden, 2012). Thus, the company should build a strong brand in order to have an intermediary to convey the quality message to customer. Additionally, Berry (1988) said strong brand is considered as valuable and gives firm’s ability to set a high price products and allowing firms to enjoy continuously revenues from year to year. Because of a premium price the company could set, it gives the power to compete with other brand too. This implied that brand has a power to differentiate the company’s product from competitors.

Success of a brand name that is potent enough to convey the quality of the product to the customers is widely depended on the brand positioning strategy. This majorly deals with the appeals the brand name offer to capture equally the mind and heart share of the market in a way that the world may have never seen. The conditions that may prove favorable to successful branding are a brand name should be comprehendible, memorable, easily pronounceable, associations affiliated to a brand, the strength of competitors' brand name, and the legal registration of a brand