Global Vs Local Brands

Question 1

Which industries have inclination to have global brands

Answer 1

• technology
• fashion
• financial services

Question 2

Which industries have inclination for local brands

Answer 2

• perishables, groceries
• water
• health services

Question 3

Cars, camera/video equipment, computers, mobile phones, televisions: prefer global/local or brand origin not important

Answer 3

Prefer global brands

Question 4

Milk, meat, vegetables, seafood, fruit: prefer global/local or brand origin not important

Answer 4

Prefer local brands

Question 5

Air fresheners, jewellery, clothing shoes, hand/body soap, instant noodles, rice: prefer global/local or brand origin not important

Answer 5

Brand origin not important

Question 6

Brand strategy of Tesco in diff countries

Answer 6

Same brand name in every country (except when phonetics doesn’t work)

Question 7

Brand strategy of JM in different countries

Answer 7

Diff brand names: they can become regional
Pingo doce, biedronka, ara (Colombia)

Question 8

Was pingo doce greenfield?

Answer 8

Yes

Question 9

How did JM enter the polish market

Answer 9

Biedronka: M&A

Question 10

Was ara greenfield?

Answer 10

Yes

Question 11

• Unilever has Ola in Portugal and Frigo brand in Spain
• Sloane has wells in Portugal and areal brand in Spain
  What form of ownership did they use to enter Spain?

Answer 11

M&A

Question 12

Mercedes-Rush to our death in Chinese
Nike - survive the pain in Chinese

Why are these brand names problematic

Answer 12

Local phonetics

Question 13

Marketing brand strategies (4)

Answer 13

1. global brand
2. international brand
3. domestic brand
4. diversified brand strategy

Question 14

Global brand strategy (vision, notoriety, responsiveness)

Answer 14

• global vision
• global notoriety
• some local responsiveness

Question 15

International brand strategy (vision, notoriety, responsiveness)

Answer 15

• global vision
• regional notoriety
• local responsiveness

Question 16

What marketing brand strategy does delta follow

Answer 16

Global brand: anchored on country of origin and lifestyle

Question 17

What marketing brand strategy does sumos compal follow?

Answer 17

Global brand - universal lifestyle values, with local adaptation

Question 18

Which marketing brand strategy does pestana hotels follow?

Answer 18

Global brand - anchored on traveller experience with local adaptations

Question 19

Domestic brand strategy (vision, notoriety, responsiveness)

Answer 19

• global vision
• national notoriety
• local responsiveness

Question 20

Domestic brands have potential to become… if become….

Answer 20

International, strong exporters

Question 21

Cante and pasties de Belem are examples for what brand strategy?

Answer 21

Domestic brand strategy

Question 22

Diversified brand strategy

Answer 22

Managing portfolio of brands under corporate brand

Question 23

ABInBev:
- global brands: corona, Stella Artois
- multinational brands: becks, leffe
- Belgian brands: Jupiter
- German brands: Franziskaner

What marketing brand strategy

Answer 23

Diversified brand strategy

Question 24

What marketing brand strategy : nestle

Answer 24

Global brand with some international brand elements (specifically local brands)

Question 25

What marketing brand strategy: sogrape

Answer 25

Inetrnational brand strategy