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Should the company treat the world as one marketplace, approached with standardized brand marketing, or make local brand adaptations?

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  1. Introduction
  2. Brand theory
    1. Definition
    2. The core concept
    3. The brand execution
  3. International branding: environment factors
    1. Socio-cultural barrier
    2. Legal barrier
    3. Economic barrier
  4. Brand planning & strategies
    1. Brand standardization
    2. Adaptation of the brand name
    3. Main brand strategies by Doole
  5. Conclusion
  6. Bibliography

Since the beginning of the twentieth century, brands have existed in individual countries but it's a new phenomenon in international marketing. According to Bradley (2002), ?many features of a brand already successful in a domestic market may be used in international marketing: the logotype and symbols, the name, positioning product features, packaging, advertising copy and other element of the marketing mix to a lesser extent.? Indeed, brands add value to the product and communicate a message to the consumer by reflecting the company image.

Doole (2004) explains that ?brands allow customers to identify products or services which will promise specific benefits, such as performance, price, quality or image.? This is an ambiguous term because it can be confused with products or companies.

This report will first define what a brand is and its importance in domestic markets. Then, it will point out the main environmental factors, which affect branding in an international context. Finally, it will argue the principal branding strategies for a company who want to extent overseas. Should the company treat the world as one marketplace, approached with standardized brand marketing, or make local brand adaptations?

[...] ?This emphasizes customer convergence as the initial starting-point and separates the demand, or market-driven factors, from the supply- or efficiency- driven factors.? Finally, the marketing strategy of the brand reflects the overall strategy of the company and the globalization of this one represents several factors that require an adaptation strategy: ?Think global, act local?. Bibliography Books Crane, A. and Matten, D. (2004), Business Ethics, Oxford University Press, Oxford. F. Bradley, International Marketing strategy, fourth edition Prenctice Hall I. Doole and R. [...]


[...] The main brand strategies by Doole (2004) Doole (2004) analyze four recognized branding strategies: - Corporate umbrella branding is used by firms such as Heinz, Kellogg's and Cadbury's. The corporate name is used as the lead name for all their products. For example, Disney includes the word "Disney" in the name of many of its products. - Family umbrella names are used to cover a range of products in a variety of markets. For example, Aldi use their Dia brand for foods, toiletries and many other range of product. [...]


[...] [E-book]. Milford, CT, USA. Kogan Page, Limited. Available from: llrs.uclan.ac.uk / E-books [ cited 5th March 2008] Academic journals Aaker, J. (1997). Dimensions of brand personality. Journal of marketing research. 34(August). 347-357. Alden, D., Steenkamp, E.M. and Bata, R. (1999), `Brand positioning through [...]

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