Managing brands internationally

Question 1

Why do brands expand globally? (6 things)

Answer 1

1. Bigger markets
2. Increased growth opportunities with more potential
3. competitive factors
4. reduced costs through expansion
5. The global consumer
6. Diversification of risk

Question 2

What are the reasons for global marketing campaigns? (PERUC)

Answer 2

1. Power and scope
2. Easier access
3. Reduces costs and can achieve economies of scale
4. Uniformity of marketing practices
5. Consistency in brand image

Question 3

Define Globalisation

Answer 3

It describes the way countries and people of the world interact and integrate

Question 4

What are the disadvantages of global marketing campaigns? (5 things)

Answer 4

1. the question of whether there really is a global consumer
2. differences in customer response
3. entrenched local brands/competitive environment
4. different legal environment
5. different marketing institutions/admin processes

Question 5

What aspects can differentiate marketing due to culture? (SSS-PCNLWRT)

Answer 5

• salaries, price, colours, numbers, symbols, words, laws and regulations, social morals and taboos.

Question 6

What about standardisation?

Answer 6

• it is becoming increasingly rare as companies are appreciating the local differences and are become more global.
  ex; McDonals use combination of standardised and adapted products (to retain customers and reinforce brand equity)

Question 7

Standardisation versus adaption?

Answer 7

• it depends!
• some products and services lend themselves to being more standardised than others
• McDonald’s and coca-cola have higher degrees of standardisation
• think global act local

Question 8

How do you build a global CBBE model?

Answer 8

1. need to understand similarities and differences
2. carry out market analysis (PESTLE) situation analysis, competitive analysis, consumer analysis and marketing infrastructure analysis
3. Developed versus developing countries
4. the global segments, the global consumer
5. Establishing marketing infrastructure
6. embracing IMC (not all messages are perceived the same)
7. cultivate brand partnerships (joint ventures, licensing)
8. establish brand use guidelines
9. Implement a global brand equity measurement system
10. Leverage brand elements
    Non-verbal (logos, symbols, characters)

Question 9

what needs to be balanced in a CBBE?

Answer 9

• standardisation versus adaption

- global versus local control ( centralisation versus decentralisation)