During the last decades, the globalisation importance has increased a lot. In this term, the crucial globalisation pushing strength – the homogenisation of markets and short PLC – did change the competition on international markets. The internationalisation from companies becomes also more and more important. Due to these challenges lots of companies do not consider to operate their business activity on an international scope, but they are thinking about the aspect of how to act successfully on international markets.
Within the scope of internationalisation brands play an important role. The expansion of business activity on international markets is not thinkable without brands. Especially in terms of uncertain economic activities, the consumer is searching for orientation, trust and identification. The consumer will find all this in the brands.
Regarding a company that decides to expand its international brand politic, there are different possibilities. On the one hand, because of the changing general framework it is necessary to have the integration of international activities. Besides, it is necessary to follow the company’s strategy consistently without considering country-specific differences. On the other hand, critics refer back to existing national even regional distinctions. Therefore demonstrates determination of standardization and differentiation in the literature of Brand Management a very discussable point, especially when you talk about “Global Brand”. Regarding to Specht, who declared: you will find the focal point of market centred activities in consumer goods marketing in the brand, so that there is a direct connection between and the global brand politic and the base of global market activities.
Considering the terminology of international management, most of the brands are just in a status of a transnational, regional or “Euro” brand today. Even brands like Coca-Cola or McDonald´s differentiate parts of their market development in certain countries. For this reason the theory, which has been noted on top, be explained more clearly: you must not understand brand management as a brand that always has to have exactly the same marketing mix. A brand is more global when the brand core, positioning and brand world are consistent.
Table of Contents
- Executive Summary
- Preface
- Table of Content
- Introduction
- Introduction into Branding and explanation of selected terms in general
- Brand and Brand Transfer
- Definition and Term of Brand Equity
- Brand Loyalty
- Brand Internationalization by Acquisition of another Brand
- Decision about International Branding Portfolios
- Control of the Transfer from National to International Brands
- Abruptly Brand Substitution
- Step by Step Substitution
- Process of internationalization by Brand/Line Extension
- Country Decision
- Brand- and Positioning Process
- The Role of “Country-of-Origin-Effect (COO)”
- Pricing Decision
- Distribution Decision
- Communication Decision
- Brand-Piracy in International Context
- Definition and Forms of Brand-Piracy
- Consequences
- Costumer's Consequences
- Impacts for the Victimized Company
- Philipp Morris a current and International Example
- Conclusion
- List of Literature
- Attachment
Objectives and Key Themes
The primary objective of this report is to demonstrate how a company can successfully internationalize its business activities using brand management strategies. The report explores two main approaches to international brand expansion: acquisition of another brand and brand/line extension. It also examines the legal challenges related to international branding, particularly brand piracy.
- Internationalization strategies for brand management
- The role of branding in global markets
- Brand acquisition as a method of international expansion
- Brand extension as a method of international expansion
- Legal considerations in international branding (e.g., brand piracy)
Chapter Summaries
1. Introduction: This chapter introduces the increasing importance of globalization and its impact on international competition. It highlights the crucial role of brands in the internationalization process, emphasizing consumer's need for orientation, trust, and identification in uncertain economic times. The chapter also sets the stage for a discussion on the standardization versus differentiation debate within global brand management, noting that even globally recognized brands often adapt their marketing strategies to specific national or regional contexts. The central point is that successful international branding requires a balance between maintaining brand core values and adapting the marketing mix to local conditions.
2. Introduction into Branding and explanation of selected terms in general: This chapter provides a foundational overview of key branding concepts relevant to international expansion. It defines core terms such as "brand" and "brand transfer," explaining the concept of brand equity and its importance. The discussion of brand loyalty lays the groundwork for understanding consumer behavior in international markets and the significance of building strong brand relationships across cultures. This forms the theoretical basis for the subsequent chapters' discussions of practical strategies for international brand management.
3. Brand Internationalization by Acquisition of another Brand: This chapter examines the strategic implications of acquiring an existing brand as a means to enter new international markets. It outlines opportunities and challenges involved in transferring a brand from a national to an international context. The chapter makes a crucial distinction between two approaches: abrupt brand substitution and gradual, step-by-step substitution, analyzing the advantages and disadvantages of each. This section also focuses on methods to control the brand transfer process to maintain brand consistency and integrity in new markets.
4. Process of internationalization by Brand/Line Extension: This chapter details the step-by-step process of expanding a brand internationally through extensions of existing product lines. It systematically explores crucial decision points, including market selection, brand positioning, the country-of-origin effect (COO), pricing strategies, distribution channels, and communication strategies. By analyzing these elements, the chapter provides a practical framework for implementing a successful international brand extension strategy.
5. Brand-Piracy in International Context: This chapter addresses the significant legal challenges posed by brand piracy in international markets. It defines brand piracy, discusses its various forms, and analyzes its consequences for both consumers and the victimized companies. A case study of Philipp Morris illustrates the real-world implications of brand piracy on an international scale. The chapter underscores the necessity for proactive measures to protect brand integrity and intellectual property rights in the global marketplace.
Keywords
International branding, brand management, globalization, brand acquisition, brand extension, internationalization strategies, brand equity, brand loyalty, brand piracy, country-of-origin effect (COO), standardization vs. differentiation, global brand, transnational brand, marketing mix.
Frequently Asked Questions: International Brand Management Strategies
What is the main topic of this document?
This document provides a comprehensive overview of international brand management strategies, focusing on two primary approaches: brand acquisition and brand/line extension. It also addresses the legal challenges of international branding, particularly brand piracy.
What are the key themes explored in this report?
Key themes include internationalization strategies for brand management, the role of branding in global markets, brand acquisition as a method of international expansion, brand extension as a method of international expansion, and legal considerations in international branding (e.g., brand piracy).
What are the different methods for international brand expansion discussed?
The report details two main approaches: acquiring an existing brand in a new market and extending existing product lines into international markets (brand/line extension). Each approach is analyzed with a step-by-step process outlining the considerations involved.
What are the key steps involved in international brand acquisition?
Key steps include deciding on international branding portfolios, controlling the transfer from national to international brands (considering abrupt vs. gradual substitution), and navigating the challenges of maintaining brand consistency and integrity in new markets.
What are the key steps involved in international brand/line extension?
The process involves decisions about target countries, brand positioning, leveraging the country-of-origin effect (COO), setting prices, establishing distribution channels, and implementing effective communication strategies.
What is the significance of the "country-of-origin effect (COO)"?
The country-of-origin effect (COO) refers to the impact of a product's country of origin on consumer perceptions and purchasing decisions. The report emphasizes its importance in developing international brand extension strategies.
How does the report address brand piracy?
The report defines brand piracy, its various forms, and its consequences for both consumers and businesses. It includes a case study of Philipp Morris to illustrate real-world implications and the importance of protecting intellectual property rights.
What are the core branding concepts explained in the report?
The report defines and explains key terms such as "brand," "brand transfer," "brand equity," and "brand loyalty," providing a foundational understanding of branding principles relevant to international expansion.
What is the overall conclusion of the report?
While not explicitly stated as a separate section, the overall conclusion is implicitly conveyed through the detailed analysis of international brand management strategies and their associated challenges. Successful international branding requires a strategic balance between maintaining core brand values and adapting to local market conditions.
What are some examples of key terms used throughout the report?
Key terms include: International branding, brand management, globalization, brand acquisition, brand extension, internationalization strategies, brand equity, brand loyalty, brand piracy, country-of-origin effect (COO), standardization vs. differentiation, global brand, transnational brand, and marketing mix.
- Citation du texte
- Robert Tönnis (Auteur), 2005, International Branding - An Internationalization Approach on the Marketing Level, Munich, GRIN Verlag, https://www.grin.com/document/67130
