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…
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 ...
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Therefore, global branding is successful marketing gimmick for the attraction of customers. Subsequently, global branding creates an illusion of superior quality in the minds of customers who consider the products of the company as being superior due to the global branding status.
This is noble a conference in the sense that it will not be speaking from the mainstream global branding which is marked by the imprints of high-technology and developments. But, rather, it will be highlighting the possibility of something old, something local being a powerful force to reckon with in the global market.
However, there may be certain circumstances that necessitate the use of different brand names like when a company expanded through mergers, when certain products are preferred in some not all countries or when there is need to distinguish certain lines of products.
They have not yet grasped the tremendous potential of promoting their products and services on the Internet to a carefully targeted audience. In this millennium technology has given people many more options than they had in the past and created a customer democracy.
In such instances, theory maintains that marketing strategies and promotion campaigns are virtually ineffectual in the face of consumer resistance. Indeed, there is an abundance of theoretical and empirical research which indicates that a poorly performing product could cause spillover costs to other products that share the same brand name.
Since the beginning of the business operation Mr. Colgate wanted to boost customer health and provide products that could enhance the quality of their lives (Sekar, 2008). For almost two decades, the Colgate-Palmolive persisted with the same
The main idea is to have a culture that can support a brand and a brand that can provide employees with a culture they can stick with at work. Hofstede looked at culture based on various attributes that define how people
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