You can build a business without a factory, without offices and without a staff, but you can not build a business without clients. The corollary is that clients are the only reason you are in business in the first place. And marketing is about finding and keeping people to buy and consume your products and services, and to come back regularly for more. For example, AON, an insurance company recently surveyed 2000 companies, the risk to the reputation was seen as their single biggest business hazard. Brand images have to be nurtured. They are infinitely vulnerable to consumer tastes and attitudes which can be turned off at the slightest hint of scandal, corruption, creative accounting, quality problems, product recalls, unscrupulous overseas suppliers. International Brand marketing is totally concerned with people and therefore with culture and diversity. The culture of the national brand rubs off on the image of a country's products, expressed usually as Country of Origin (COO).
[...] Multi- branding (of Fast Moving Consumer Goods) When the Brand acts like a Company P & Brands with numerous line extensions, Oil of Olay Tide resemble large corporations. Ariel, Crest, Pantene, Vidal Sasson, Cover Girl, Max Factor, Pampers, Mr Clean, etc are now developing their ranges of “endorsed” products and usually line extensions, Mr Propre has brand extended into laundry detergents. M&Ms sponsor educational programmes under M&M brand name, and not the Mars Inc or Masterbrands label. Kraft (Jacobs, Suchard), a subsidiary of Philip Morris, now Altria, maintains several coffee brands, including Maxwelle House, Kenco, Jacobs, Gevalia (UK). [...]
[...] As artificial barriers to trade are eased, cultural differences are the main obstacle therefore requiring research. International research is more complicated. In your own market you are a travelling research unit! Abroad you are ignorant! Conclusion Developing a brand strategy can be one of the most difficult steps in the marketing plan process. It's often the element that causes most businesses the biggest challenge, but it's a vital step in creating the company identity. Thanks to this assignment, we can say that developing a brand strategy is depending on several factors, as the country of [...]
[...] - Ford in the US added luxury Mercury and Lincoln Divisions, Land Rover, Volvo are acquisitions made for their brand names, Jaguar, Land Rover are “arm's length” brands for Ford. - Acquisitions and mergers may simply have the objective of brand acquisition, and consequently taking companies with a core business into diversified activities. - The need to group a varied community of names “under one roof” can be achieved by parent company endorsement. We often think monolithic strategy retained for the historic brands co-habiting with acquired brands which are endorsed. [...]
[...] III/ Brand strategies and structures The brand relationship spectrum We can even talk of Brand Architecture, which organizes the brand portfolio, the role and relationship between brands and product/market categories, frequently with implications for huge industrial and commercial investments. A Continuum exists: Monolithic / endorsed / Multi-branding Three major structures, but overlapping likes a continuum. Monolithic When the Brand is the Company Name (Sometimes known as Umbrella, Family, Blanket, Banner, Master Brand) The brand is the company name, all products carry this name. [...]
[...] product recalls, unscrupulous overseas suppliers The “branding iceberg” : Country of origin International Brand marketing is totally concerned with people and therefore with culture and diversity. The Country of Origin (or Culture of Origin) pervades the image: German robustness, Swedish reliability, French luxury, Italian beauty, design, Japanese manufacturing systems, JIT, British rainware, trenchcoats! The culture of the national brand rubs off on the image of a country's products, expressed usually as “Country of Origin” (COO). While the COO label encourages the indigenous national market characterized by anti-chauvinism and the appeal of the exotic. [...]
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