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International Marketing Paper - Essay Example

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This assignment aims at understating the varied demographic issues faced by a tube gel manufacturing and distributing organisation while entering the markets of Mexico, Chile, Argentina and Brazil. Thus, in order to cope up with the demographic challenges such as preferences, demands and tastes of the targeted customers, the team members had to undergo vivid researches and evaluate and analyse the scenario persisting within the economies which are likely to create a substantial impact over the penetration strategies adopted by the company. Moreover, the team members had to undertake extensive hard work in order to identify the accurate demand present in these target markets. Brand Equity Brand equity is a concept which is commonly utilised in a marketing organisation in order to describe the value of a particular brand or product. It is described as the additional worth which is endowed to the products and/or services offered (Kotler et al, 2006). Brand value is also referred as brand equity which helps in identifying the emotions and feelings of a consumer which is widely considered to reflect in his/her buying behaviours. Moreover, brand equity is entirely dependent on both brand identity and brand associations (Wood, n.d). Brand identity is the process which helps in offering a particular direction and connotation to an existing brand. In addition, brand identity is an exclusive set of brand associations that a strategist aims to create or preserve. Thus, brand identity amplifies the status of the brand, which is highly essential to sustain in long run in order to preserve its corporate image. Similarly, brand association is the attributes of a particular brand which are deeply present in the minds of the customers (McLoughlin & Aaker, 2010). Thus, both the above described factors i.e. brand identity and association are responsible in augmenting the brand equity of a particular product/service of an organisation. Brand equity also helps in improving the relationship among the customers thereby reducing the switching cost of the buyers by enhancing its reputation (Onkvisit & Shaw, 2008). Hence, it can be avowed that brand equity is a significant intangible facet that helps in enhancing both psychological and fiscal worth of a firm. This means that with the help of renowned brand equity, an organisation can attract more customers which might help to augment the profitability. Relation of Brand identity and Brand equity Source: (Wood, n.d.) Product Standardisation Product standardisation is a technique which is mainly utilised in order to diminish cost and to enhance the quality of a particular product or brand. The method of product standardisation is implemented by varied organisations in order to increase the rate of production thereby streamlining the distribution system as well. Moreover, it also helps in declining the cost of raw materials which emphasises on product branding. Thus, it can be described as a strategy which is utilised in order to standardise the varied components of the products/services offered ...Show more


International Marketing Table of Contents Table of Contents 2 Introduction 3 Brand Equity 3 Relation of Brand identity and Brand equity 4 Product Standardisation 4 Regional Diversification 5 Consolidated Country Brand Equity 6 Benefits of Positioning 6 Market Segmentation 6 Customer Preferences 7 Brand Image 7 Creative Execution 7 Price Position 7 Sales Leadership 8 Share of Mind 8 Country and SKU Selected 8 Pricing 9 Advertising and Sales Force 9 Capacity, Contribution, Distribution 10 Conclusion 11 References 12 Introduction Brand management is often considered as an art to manage and improve the identity of a particular product or brand in the minds of the customers, which helps in creatin…
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