Managing Brands over Geographic Boundaries and Market Segment

Global Brand Strategy
  • Brands maintain a strategy to differentiate their products from other offerings in the same segment worldwide.
  • They differentiate their offering through product features, services, price, etc.
  • Eg. Zara maintains its edge globally through quality, style, elegance, store staff, experience and customer based brand equity elements.
Customization and Standardisation
  • Customization is changing the product or offering according to local tastes and preferences.
  • While standardization is offering the same product the world over.
  • Brands like Coca-Cola, McDonald’s and Marlboro have both, customization and standardization as their marketing strategy.
Advantages of global marketing programs
  1. Economies of scale in production and distribution
  2. Lower marketing costs
  3. Higher power and wider scope
  4. Consistency in brand image
  5. Leverage good ideas quickly and efficiently
  6. Uniformity of marketing practices
Disadvantages of global marketing programs
“The most compelling disadvantage of standardized global marketing programs is that they often ignore fundamental differences of various kinds across countries and cultures.” Keller
Differences in:
  1. Consumer’s needswant and usage patterns for products.
  2. Consumer’s response to marketing mix elements.
  3. Brand and product development and the competitive environment
  4. Language barrier
  5. The legal environment
  6. Marketing institutions
  7. Administrative procedures
A critical success factor for many global brands is:
  • Their manufacturing
  • Their distribution
  • Their logistical advantages

[row][third_paragraph]                         Picture Credit:

Parnati Jain

[/third_paragraph][third_paragraph]  [/third_paragraph][third_paragraph]                         Posted by:

Yash Rathod



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