Practice 16

Question 1

INCLINATION FOR GLOBAL BRAND

Answer 1

• technology
• fashion
• financial services

Question 2

INCLINATION FOR LOCAL BRAND

Answer 2

• perishables, grocery
• water
• health services

Question 3

Prefer global brands

Answer 3

cars, camera equipment, mobile phones, tv

Question 4

Prefer local brand

Answer 4

Milk, meat, vegetable, seafood, fruit

Question 5

For which products is brand origin not important

Answer 5

Air fresheners, jewellery, clothing shoes, hand/ body soap, instant noodles, rice

Question 6

FORMS OF OWNERSHIP TO ENTER

Answer 6

aquisitions (Unilever has ola in Portugal, frigo in spain) => entered Spain though m&a;
Sonae has wells brand in P and arnal in spain => m&a

Question 7

LOCAL PHONETICS mercedes

Answer 7

Mercedes phonetics in China means “rush to your death”

Question 8

LOCAL PHONETICS nike

Answer 8

Nike phonetics in China means “survive the pain”

Question 9

LOCAL PHONETICS Joias Bahia

Answer 9

Joias Bahia in Catar could not use “Dalmation dog as simbol of the brand”

Question 10

global brand example

Answer 10

mcs, apple, parfois, cola, Disney

Question 11

global brand strategy

Answer 11

global vision
global notoriety
(some) local resp

Question 12

International brand strategy

Answer 12

global vision
regional notoriety
local resp

Question 13

domestic brand strategy

Answer 13

global vision
national notoriety
local resp

Question 14

diversified brand strategy

Answer 14

managing a portfolio of brands (ABInBev, Nestle) under umbrella of corporate brand