International Branding
By-Neeraj Singh Vivek Avinash Amit Anand
Why We Need International Branding?
In todays global marketplace ,MNCs need to be set up effective branding strategies in order to be competitive.
Many firms realized the potential of Globalization and new markets in different locations of the World. Expanding Globally a global brand strategy Has to be develop and when Entering international Markets different strategies have to be Considered.
Brand & Functions
Brand - A brand is defined as a name ,term, sign, symbol, or design ,or a combination of them ,intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of Competitors.
Functions -To create identification and
brand awareness. To guarantee a certain level of quality and satisfaction To promote the product
BRANDING THE FIELD The International Branding Association (IBA) was founded in 2005 as the worlds first association for professional brand developers. Branding the field conveys the simple mission: to unite the brand-passionate globally and give branding the professional distinction it deserves
International Branding
Developing brands on an international basis.
To keeping a balance between being global and being local. Values and ideas can be universal, but the communicating methods cannot.
International Brands
International Branding Strategies
Brand strategy is aimed at influencing peoples perception of a brand in such a way that they are persuaded to act in a certain manner, e.g. buy and use the products and services offered by the brand, purchase these at higher price points, donate to a cause. In addition, most brand strategies aim to persuade people to buy, use, and donate again by offering them some form of gratifying experience. As branding is typically an activity that is undertaken in a competitive environment, the aim is also to persuade people to prefer the brand to competition.
Five strategies for a successful International branding
Build a strong, consistent brand culture
In recent years, most of the companies building a consistent and strong brand culture that remains familiar to consumers wherever it is in the world has become a priority.
The rise of digital channels has shifted the brand emphasis from structure to culture.
Building a strong and consistent brand culture shows companies image , rather than companies guidelines.
Language is an important element in ensuring a consistent brand culture.
Be Borderless in marketing
With the abundance of digital platforms, it is no longer possible for brands to follow different brand strategies in different countries. Companies are being forced to adopt a more unified marketing approach. Marketers need to rethink the term glocal
Build company as an internal hub
by taking this approach, marketers are much more likely to focus on the same goals for the brand, as opposed to feeling like most of the companies get to go and create their own version of this brand in the market. This approach means that every marketer in international market thinking about the brand in a unified way.
Adopt a glocal structure
Major global brands have recently challenged the local marketing structure that had become the norm. Instead they are adopting a more regional structure in a bid to become more unified.
Make consumers as companies co-creator Consumers advising Companies as well as talking to
the brand.
So think consumer as companies co creator.
Case - Procter & Gamble
Company BackgroundAccording To P&Gs Website ,the company consists of over 138000employees working in over 80 countries world wide. P&G is a public company and listed on the New York stock Exchange. P&G has nearly 300 brands in different Areas.
The companys operations are listed into 3 Global business units (GBU),with each GBU divide Into different Business Segment: Beauty Household care Health &well Being
Branding Strategy Of International Marketing
Product branding Strategy:P&G focuses merely on product branding and uses a global Strategy.
The reason for using a product branding strategy is became P&G has many different kinds of products :Baby care, health care,pet food,coffee. P&G uses an umbrella strategy where one product brand is extended to several additional products .
Management of the Brand : The whole organization focuses on product branding except for some special functions like corporate brand. P&G has GBU which is responsible for the Strategic development the brand.
Focus on Stakeholders : For P&G all stakeholders are important and the most important Stakeholders are the customers It is vital for the company to Understand and please the customers as well as Employees(personal development within P&G)
Standardization versus Adaptation: P&G tries to position all the brands similarity in all markets .However some brands may have stronger position in some market and some weak in market. P&G tries to standardize as much as possible. Adaptation is made only if it is necessary, so in some cases there might be adaptation made to each local market when Needed.
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