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Comparative International Marketing
Pages 14 (3514 words)
Comparative International Marketing Overview International marketing can be recognized as the marketing activity that is conducted by the companies in overseas markets. It can further be referred as company-level marketing criteria in the global market. It comprises the market determination along with other parameters such as targeting, marketing mix, entry-mode choice and tactical decisions so that the firms can vie in the global markets.
It is a well known fact that the famous and well known brands make use of multiple brand elements. For instance, Nike makes use of the ‘swoosh’ logo, ‘Just do it’ slogan and the legendary ‘Nike’ name based upon ‘winged goddess of victory’ (Wrenn, Kotler, & Shawchuck, 2009). Therefore, in this regards, it can be stated that the most recognized global brands tend to possess the various brand elements such as name, logo, and slogan as well as brand story. The six main parameters for choosing the brand elements are that they need to be meaningful, likable, memorable, adaptable, transferable and protectable (Wrenn, Kotler, & Shawchuck, 2009). Reasons for Preferring Global Brands In particular, the brands that operate across international borders and are widely recognized all over the world are generally categorized as global brands. Researches on global brands such as Adidas, Zara, and Nokia among others have established their benefits in comparison to other brands. It is often assumed that the global brands tend to provoke greater favorable affect. They are perceived to be of considerably superior quality and thus enjoy greater recognition as well as trust. ...
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