Global Vs Local Brands Flashcards
Which industries have inclination to have global brands
- technology
- fashion
- financial services
Which industries have inclination for local brands
- perishables, groceries
- water
- health services
Cars, camera/video equipment, computers, mobile phones, televisions: prefer global/local or brand origin not important
Prefer global brands
Milk, meat, vegetables, seafood, fruit: prefer global/local or brand origin not important
Prefer local brands
Air fresheners, jewellery, clothing shoes, hand/body soap, instant noodles, rice: prefer global/local or brand origin not important
Brand origin not important
Brand strategy of Tesco in diff countries
Same brand name in every country (except when phonetics doesn’t work)
Brand strategy of JM in different countries
Diff brand names: they can become regional
Pingo doce, biedronka, ara (Colombia)
Was pingo doce greenfield?
Yes
How did JM enter the polish market
Biedronka: M&A
Was ara greenfield?
Yes
- 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?
M&A
Mercedes-Rush to our death in Chinese
Nike - survive the pain in Chinese
Why are these brand names problematic
Local phonetics
Marketing brand strategies (4)
- global brand
- international brand
- domestic brand
- diversified brand strategy
Global brand strategy (vision, notoriety, responsiveness)
- global vision
- global notoriety
- some local responsiveness
International brand strategy (vision, notoriety, responsiveness)
- global vision
- regional notoriety
- local responsiveness
What marketing brand strategy does delta follow
Global brand: anchored on country of origin and lifestyle
What marketing brand strategy does sumos compal follow?
Global brand - universal lifestyle values, with local adaptation
Which marketing brand strategy does pestana hotels follow?
Global brand - anchored on traveller experience with local adaptations
Domestic brand strategy (vision, notoriety, responsiveness)
- global vision
- national notoriety
- local responsiveness
Domestic brands have potential to become… if become….
International, strong exporters
Cante and pasties de Belem are examples for what brand strategy?
Domestic brand strategy
Diversified brand strategy
Managing portfolio of brands under corporate brand
ABInBev:
- global brands: corona, Stella Artois
- multinational brands: becks, leffe
- Belgian brands: Jupiter
- German brands: Franziskaner
What marketing brand strategy
Diversified brand strategy
What marketing brand strategy : nestle
Global brand with some international brand elements (specifically local brands)
