Topic 10: Global Brand

Question 1

Why Should a Brand Focus on Global Market?

Answer 1

Firms are encouraged to market their brand internationally because of : PDBN

1. perception of slow growth and increased competition in the domestic market
2. desire to lower cost from economies of scale
3. belief in enhanced overseas growth and profit opportunities
4. need to diversify risk

Question 2

4 advantages of global marketing

Answer 2

CELP

1. consistency in brand image
2. economies of scale in production and distribution
3. lower marketing cost
4. power and scope

Question 3

4 disadvantages of global marketing

Answer 3

1. differences in consumer needs, wants and usage patterns of product
2. differences in consumers response to Brand Elements and Marketing Mix Elements
3. Differences in Legal Environment

Question 4

name the 6 out of 10 commandments to building global cbbe

Answer 4

BELDCB

1. balance standardization and customization
2. establish marketing infrastructure
3. leverage on brand elements
4. do not take shortcut in brand building
5. cultivate brand partnerships
6. balance local and global control