The Provenance Paradox

By upgrading their brand, it will help to identify the qualities of the products that set it apart from the competition. They have to make the

Limited global brand awareness due to a lack of exposure to a large market because of the use of grassroot marketing tactics

Establishing itself as an Australian brand, can be seen as iconic in the local market.

Research on brand origin and perceived value. D 'Antone and Merunka (2015) found that brand origin (BO) inferences influence brand meanings and consumers rely on impoverished forms of origin-related brand exemplars when BO is unclear. They argued that including

New Balance has a significant opportunity to expand its operations in the western region. While the commitment to northeastern operations may have provided an early advantage, there is certainly an opportunity to capitalize on the explosive growth within the western market (Chang, 2012). It is important to balance growth across various markets, to ensure market share is captured, in order to get ahead of the expanding market culture before brand dominance is established by the competition.

new brands are at very high risk of failing, as the consumer is more reachable when

Be more aggressive in their marketing strategy. One of the reasons why Crocs got so ahead because they were very aggressive in terms of sales and marketing strategies. They need to target more overseas clients, as North America is already dominated by Crocs. They should also work harder at distributing to more retail stores in North America.

A newcomer is going to have to build its way up the same way all the famous sporting goods brands have done it. Under Armour, Nike and Adidas/Reebok are aware of the possibility of new entrants in the market and that is why they keep advertising, establishing distribution channels, making marketing agreements, and keeping up brand loyalty in their customers.

CompuCo is attempting to move from a domestic producer to that of an international producer. In order to achieve this feat, the company must have an international focus in regards to its overall business operations. It is quite apparent from the case, that CompuCo does not have the will or desire to be proactive with its international subsidiaries. In order to achieve greater international success, Dr. Durand must first alter the company culture. First, all international subsidiaries should be treated as a primary business irrespective of their individual performance. It seems, through reading the case, that much more emphasis is placed on French product development and applications that is given to its international counterparts. This is a detriment to business as many of CompuCo's international customers have differing tastes and sentiments in regards to product offerings. The case cites numerous examples of this between both French and American consumers. French consumers, for example, like to read product manuals and prefer complexity over simplicity. Their American counterparts however prefer ease of use, and a simple design. The company was slow to discern these changes in consumer demands and elected instead to emphasize its French product design. This created consumer ill-will and

This strength is critical if Tennant chooses to venture into other emerging markets or further expand their product line. Tennant has already established a strong name for them within the industry and has experienced success adapting to different market situations in the past, this should make it easier for them to succeed in with new products and in other markets. Tennant’s focus was rare as they chose to deliver a sustainable value to their customers without compromising on price or performance. This strength is not imitable with new companies as it something that is built over time although many existing companies have built the same brand strength with their products. This strength has proved to be a sustainable competitive advantage for Tennant. They have exploited this strength and achieved organization.

The brand seeks great opportunity to further develop the business, enhance product design as well as company’s brand image.

1. Brand awareness – being a newcomer in the market will create difficulty in gaining acknowledgement; however, I feel we have a terrific product and a solid business model that will eventually speak for itself.

This is a big deal actually, going internationally and being the market leader in the home country at the same time. They have adopted a great strategy and supported it with advertisements. For Asian market focusing on Asian women, their skin and face characteristics and also they have analyzed the climate carefully and designed products accordingly so that they won’t go down early. Also keeping low prices for Asian market can be important, due to economic conditions and customer preferences, since they are price sensitive.

Since its inception, the company has established itself as the premier purveyor of the world’s finest

The company’s brand recognition is visible globally. It also possesses strong capital resources and has exhibited positive results to its shareholders in the past.