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Global Brand Management (Global Brand Strategy- building global brand…

- - - - Domestic
        
        Slower growth
        
        More competition
        
        Insufficient addressable market in some product category e.g. luxury goods
      - Global
        
        Better growth, profit
        
        Diversify risk
  - - - Lower marketing costs- uniform marcom activities (e.g.packaging, ads, promotions) = greater savings
      - Economies of scale (production, distribution)- experience curve lowers cost and increases volume
    - - Brand image consistency- common marketing platform impt esp for cust who move often
      - Marketing practices uniformity- simplifies coordination, greater communication control; more attention to making refinements by keeping marketing programme core constant; better effectiveness
      - Power, scope- cust believes manufacturer has expertise, produces quality goods; communicates credibility, social status, prestige
    - - Quick, efficient ideas leveraging- globalisation facilitates info sharing across organisation
  - - - Needs, wants, usage pattern- different cultural values, economic development e.g. how well can you sell Galaxy Fold in Africa ?
      - Responses
        
        Branding elements- due to linguistic barriers e.g. brand names offensive in some countries
        
        Marketing mix elements- attitude/responses towards ads (e.g. some countries cynical towards marketing activities), ad styles (some prefer more abstract, others prefer more informational), price sensitivity
    - - Legal environment, restrictions e.g. SG banned comparative ads
      - Marketing institutions (distribution channels, retail practices, media availability)- implementing same marketing strategy hard esp in developing countries
      - Brand/product development- life cycle stages differences, top brands
      - Competitive environment- competition nature (e.g. Europe more competitive as cross-border shipping is easy) geographically
      - Working environment- administrative procedures e.g. local offices autonomy/morale threatened, lose motivation
- - - - Consider cust perception of value, price elasticities, willingness to pay
      - Distribution structures, competitive positions, tax/exchange rates
      - International price alignment- as easier to ship/shop across national boundaries now
    - - Joint ventures- license trademarks to local companies
    - - Brand portfolio to sell both global, local brands
  - - - Fundamental marketing programme level
      - Products
        
        Applicable- relevant to local culture
        
        Available- distribution channel; accessibility
        
        Affordable
  - - - No shortcuts- consider brand development stage (e.g. to build awareness or improve image?); understand and tailor programme to cust
      - Establish marketing infrastructure (manufacturing, distribution, logistics)
      - Embrace IMC
      - Balance standardisation, customisation- subject to product category
        
        Better to customise- F&B
        
        Better to standardise- high-end products e.g. tech (functional), image (fashion, wealth, status), services and B2B (corporate images)
      - Implement measurement system- provides info for decision-making
        
        Global brand strategy template- track brand progress (positioning, responses, resonance)
      - Leverage/relevance of brand elements- cultural differences affects resistance/recall to certain brand elements
        
        Non-verbal elements- typically transfer well; verbal to be translated
      - Understand global branding landscape (similarities, differences)- brand development, cust behaviour, marketing infrastructure, competitive activity, legal restrictions
    - - Establish operable guidelines- thru brand charter
        
        Establish integrated info/communication system, global databases
      - Balance global (centralisation), local (decentralisation) control- choose appropriate organisational structure
        
        Key consideration- cost, (potential) revenue
        
        Mixed strategy/combination- standardise "core" (branding, positioning) , locally adapt "secondary" aspects (ads, pricing, distribution)
      - Cultivate brand partnerships (e.g. joint ventures, partnerships, licensing agreements)- gain distribution access