Branding, Marketing and global Business Models

Question 1

What is the main points about branding strategy in the article by Schroiff?

Answer 1

That the traditional view on branding strategy is flawed, (influenced by Levitt saying that the whole world is converging). Says that consumers are different, and that due to consumer differences, it is necessary to be aware that standardization of both brand and product is rarely the best option.

Says that an offer consist of the product and the brand, the product is wholly owned by the manufacturer, while the brand is co-owned by the manufacturer and the consumers.

Says that a contract exist between the manufacturer and the consumers, and the manufacturer cannot just change features of the brand (which is co-owned) without it having consequences

Question 2

What are the dimensions defining the four branding strategies?

Answer 2

Degree of standardization of product

Degree of standardization of brand

Question 3

According to Schroiff, is there one branding strategy that is better than the others, which one, and why?

Answer 3

Globalization strategy, because it will lead to economies of scale

Question 4

Explain the four different branding strategies for international markets presented by Schroiff

Answer 4

Regional adaptation strategy
Globalization strategy
Localization strategy
Product standardization strategy

Question 5

What four business models are suggested in the Rask article, 2014, and what characterizes the four business models? (explain the modus, locus and focus of the four different business models)

Answer 5

Domestic-based business model

• domestic markets/domestic production
• Standardization

Export-based business model

• Globalized markets/domestic production
• Adaptation

Import-based business model

• Domestic markets/globalized production
• Specialization

Semi-global business model

• Globalized markets/globalized production
• Coordination

Question 6

What does innovation of business model mean?

Answer 6

Means a creating or reinvention of the business itself

Question 7

How are business models and internationalization connected?

Answer 7

When firms decide to internationalize, they do this through business model innovation, addressing the locus, modus and focus of their business model

Question 8

Explain the three global strategies suggested by Ghemawat 2007

Answer 8

Adaptation
Aggregation
Arbitrage

Question 9

How can the global strategies presented by Ghemawat 2007 be connected with the focus of the four business models presented in Rask 2014?

Answer 9

Domestic-based business model: Standardization
=> Aggregation

Export-based business model: Adaptation
=> Adaptation

Import-based business model: Specialization
=> Arbitrage

Semi-global business model: Coordination
=> all three or some

Question 10

Explain how the three global strategies presented by Ghemawat 2007 differs from the strategies presented by Yip 1989

Answer 10

Ghemawat say all three AAAs are global strategies
Yip focus on the traditional multidomestic strategy that many MNCs have and the development of a global strategy in line with Levitt