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Global Branding - Essay Example

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One of the key debates in terms of whether to standardize or adapt according to the international markets has remained a key concern for the international firms. Organizations operating at the global level have to actually decide upon which of the two strategies to choose while…
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Global Branding

itical to note that the debate of the standardization versus adaptation is largely rooted into the overall discussion on the globalization and anti-globalization debate. Despite the increase in the overall anti-globalization sentiments across the globe there are still efforts towards the standardization as well as the adaptation of the brands across regions. The debate therefore between the localization and the offering of the standardize products across all the regions largely depends upon how the organizations take into consideration different factors.
Though both the approaches towards the brand strategy also required to be explored from the perspective of how they may have an impact on the marketing as well as the financial outcomes for the organizations.
This paper will discuss and explore the issue of how the standardization as well as adaptation may have on the marketing outcomes such as prices, premium, market shares besides discussing as to how the same can have an impact on the financial performance of the organization.
Branding itself has become one of the challenging aspects of managing the overall marketing strategy of the firm. Marketers have to actually now shift from the product standardization to the brand standardization as increased awareness of the global consumers actually require firms to cater to the uniform needs of the consumers also. Branding as a process actually refers to the process of connecting the name and the reputation to a person or an item. As such, the overall breadth and scope of the branding has expanded and often covers the products and even different product ranges. (Whitelock and Fastoso et al., 2007, pp. 252--270)
Increasingly, international marketing experts believe that the share of the globally standardized brands is increasing at relatively greater pace. The entry of luxury brands into Asian markets speaks volumes about the penetration of the global brands into the markets which were previously not served by these ... Read More
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