There are at least four answers to this question depending on the context: Although we have a global brand policy, we also reflect local attitudes, behaviours and nuances. Other writers argued that there could be costs in adapting products to match local tastes, local conditions like the climate and other local factors like special laws on environmental issues.
From a company perspective, international expansion provides the opportunity for new sales and profits.
But faces the strategic problem that Apple could fail to renew its contract with the Chinese company, which might then be in serious financial difficulty. Another more basic decision might be whether to undertake any branding at all. One of the basic decisions in global strategy begins by considering just how much local variation, if any, there might be for a brand.
When consumers saw the company in the UK was backed by this big business, that made people feel safe and secure. With that comes the need to take stock sometimes and think about how we grow as a business globally.
Implications of the three definitions within global strategy: The real issue for many companies is what decisions are treated globally and what locally. It seems that being global is back on the boardroom agenda. New global brands are unencumbered by rigidity and process and formality and structure.
This is called a global strategy. For example, poor profitability in the Chinese domestic market was one of the reasons that the Chinese consumer electronics company, TCL decided on a strategy of international expansion. Are there any other forms of global strategy? It does not use its Lays brand name in the UK, but employs Lays in much of the rest of the world.
The Chinese company then avoids the expense of building a brand. The business resources in going global are much greater. Even some major multinationals do not have a true global strategy in the sense of completely integrated production, no localized brands, etc.
In some cases, it may even be the situation that profitability is so poor in the home market that international expansion may be the only opportunity for profits.
Note that Professor George Yip argues that the business case for globalization is strengthened by competitive pressures: Coca-Cola seems to be taking note, scrapping its local UK marketing director position in May, in favour of a more regional strategy.
For example, the luxury goods company Gucchi sells essentially the same products in every country.Feb 04, · But they are all General Motors brands. As Ford Motor streamlines its global business around its flagship brand, moving to divest itself of nameplates like Aston Martin, Jaguar and Land Rover, General Motors is sticking to a different international marketing strategy.
5 Strategies to Build a Global Brand Next Article Building a global brand requires more than just launching a web site that's accessible from The Secrets of 7 Successful Brands. general strategies for global brands By Sicco van Gelder* Abstract This paper introduces four general brand strategies and examines the internal and external factors that influence these strategies for global brands.
Explore the best practices in global branding on Branding Strategy Insider. Global branding strategies must have a high degree of flexibility yet must remain consistent. Explore the best practices in global branding on Branding Strategy Insider.
Really enjoyed this piece by Pankaj Ghemawat on the myths surrounding global brands. His. GENERAL STRATEGIES FOR GLOBAL BRANDS By Sicco van Gelder* Abstract This paper introduces four general brand strategies and examines the internal and external factors that influence these strategies for global brands.
Five strategies for a successful global brand With brands increasingly crossing international borders via the internet, marketers may need to fine-tune their strategies to ensure their brands are making the most of the global market.Download