Global Branding Strategy

A brand is what can either attract people to you or make people avoid you; people would identify you by the brand you portray. One can communicate their brand through actions and words. “It is essential to understand that wherever we are, in whatever we do, we are all building our brand”.

For instance, in the hospitality industry, the Hilton brand symbolises high-end properties, elevated quality of service and a unique guest experience. Brand name and brand image are essentially two factors that differentiate companies which operate in the same industry and market. Therefore, the brand name must be unique. Hotel companies like the Hilton have established strong national brands and seek to use them globally with an intention of increasing profits. Once its established as a global brand, the company has successfully created an international image that can lead to increased efficiency through branded marketing efforts and cost savings on a much larger scale. Nowadays with an increase in international travel, the competition among international hotel corporations is becoming a lot more competetive. Those tourists that travel to foreign countries tend to stay in one of the known hotel brands and their standardised quality of service. Hotel chains are motivated to maintain a high rate of global expansion as a key marketing strategy of creating brand loyalty (King,

Brand equity and brand value are also two concepts related to segmentation and brand positioning. Brand equity has no relation with what marketer creates but what consumers perceive to have been created (Olshavski, 1985). Brand equity is also intangible. It has been found that 43 per cent of the companies measure brand equity, while 72 per cent of them were confident enough with their brand equity; however, over 66 per cent has claimed that their companies had no long term brand strategy (Davis & Douglas, 1995). “Brand value increases as the brand becomes better known and as the company supports the brand at the different contact points” (Moskowitz, Gabay, Beckley & Ashman, 2009). Companies such as Coca-Cola and McDonalds have invested time and money on creating and supporting their brand names. Consumers are more likely to switch to a big brand compared to a small brand.

Branding is one of the most important aspects of any business structure. Your brand is meant to increase the competiveness against your company. “your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

Our company’s competitive advantage over both domestic and international is brand equity. Brand equity is the value of a products brand in the market, or the number of consumers that can identify the brand, especially consumers who can name the brand as top in its category. Good brand equity is most often the result of effective advertising and promotion. On the international scene many brands have global equity, meaning consumers around the world recognize them because of the exposure the brand has had in various media, such as television and movies, as well as through their presence

A Secondary Research and Analysis on Local and Global Brands in the Indian Footwear Industry

Place branding matters today because in a single global marketplace of instant global communications and increasingly widespread democracy, the opinions of populations count as much as the opinions of elites mattered in the past.

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

A big issue facing the international marketing world today is whether global branding is better then local branding. Consumers all over the world have many different opinions on whether they like purchasing products from big corporate, multicultural companies or the local mom and pop shops that they have grown to know, and became comfortable with. The pros and cons of both global and local branding vary from good and bad. In my opinion local branding are still superior to global branding in the society today.

Local adverstiisng either through hoardings or local television, newspaper or radio would all add up to the brand value of the firm. But whats really important is word of mouth advertising. The business would ensure that it provides the highest quality service to its current customers especially offices and shop owners as then they can direct new cusomtes to purchase the firms products and service. Hence only then would brand become an intangible assest for the firm making sure that the firm enjoys repeat business.

A global brand is one which customizes product features and selling techniques to local tastes so that consumers in different locations and under different socio-cultural constructs (or, in this case, also under different development

“A successful brand is an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs more closely. Furthermore, its success results from being able to sustain those added values in the face of competition.” (DeChernatony, L. McDonald, M. 1998)

With the expansion of globalization which led multinational companies to transfer their production activities to the most stable developing countries; maintaining and improving the brand image, has become one of the major concerns for MNCs (Kapferer, 2008). The social, cultural and political diversity of host countries (subsidiaries) caused a very different degree of brand standardization among countries. Some of the advantages that economists in developing countries are expecting from MNCs to bring to their countries are as follows:

It is important to understand that a brand is a key asset for a firm especially when it involves