Countries and their roles are viewed in a globally competitive system (e.g a particular country can be used for the purposes of developing a product. Another for test marketing the product. Global Marketing - extends a single marketing mix to a particular region / globe. The conditions of consumption may prevent the possibility of applying a transnational approach (alcohol consumed in India before dinner, and in the US after dinner).
[...] Is the right person with global experience, brand savvy, has energy, credibility, people skills etc Has / creates believers / supporters at the top and locally May differ from local colleagues & may result in failure Global Brand Management 4 approaches Middle Management Global brand team Can be used in conjunction with GBM eg. Mobile, HP Often perceived as an outsider. Must integrate with the country managers to create acceptance. Most effective when well defined brand planning yields well defined brand strategy GBT monitors compliance of strategy in its execution and facilitates best practices, communication Often lacks authority needed to ensure that recommendations are implemented May differ with local colleagues, and efforts may result in failure Authority GBM / GBTversus Country Team Authority scope can be formalized by categorizing actions or activities that are - Imperatives - logo specifications, advertising theme Adaptable advertising presentation adapted to local culture although theme is fixed Discretionary brand communication channels GBM /GBT has sign-off authority on any departure from ‘imperatives' How the logo is presented Look and feel of the product or service design Advertising [...]
[...] Vodaphone Pool of advertising from which the subsidiaries can make use of e.g.Coca-Cola The Organization for a Global Brand Beginner brand lets each subsidiary decide its own strategy and produce its own advertising decentralized approach ‘Lead-country' approach is preferred for the globalization strategy (which represents most of the companies) - more centralized approach With time, centralized organizations lose touch with the different markets and move towards a more decentralized structure but with strong coordination Global Brand Management 4 approaches to GBM Top Management Brand champion possibly the CEO with a talent for brand strategy with depth of experience, knowledge and insight e.g Sony, Gap Approves all brand stretch decisions Manages the presentation and use of the brand world wide Is familiar with the local contexts and managers Global Brand Managementby David Aaker 4 approaches to GBM Top Management Business management team top level executives e.g P&G (head of manufacturing and marketing of the category) Defines brand identity and position in the category Manages innovations and allocates them to brands Manages the creation of local brand building excellence and deploys it across markets Global Brand Management 4 approaches Middle Management Global brand manager / Stewart– individual charged with creating a global brand strategy e.g IBM. [...]
[...] alcoholic beverages Top segments of the market Conditions that FavorGlobal Brand Strategy In markets that revolve around mobility Social and cultural changes leading to homogenization of life-style - Levis New sectors with no inherited value system Apple Cultural-stereotype-brands that focus on its roots e.g German Technology BMW, French wine When brands represent archetypes Snuggles Fabric softener When brand advantage is ‘functional' brand positioning - standardized product - single production / R&D center One-man companies Ralph Lauren Brands that cater to a multi-racial market - American companies may find it more easy to go global Product StatusMarket Disruption vs. [...]
Online readingwith our online reader
Content validatedby our reading committee