Global Marketing Strategy and Brand

Personality: Managing Brands over geographic

boundaries and market segment
Naming and Branding
 A named product does not need to be
branded product, although branded
products are named
 Differences: a name identifies a product
offer(fungsi), a brand convey an image.
 Ex: aqua, soklin,paramex

 MACBOOK
Naming
 Carry a message –something good about the
product, match the positioning
 Must not translate badly,Eng/Yun:Vios
 Must be understood in another language or
culture
 Memorable and distinctive
 Easy to pronounce
 Suggest what the product offer does
 Should be protected
 Branding
 “a symbol that identifies a particular product offering
that has unique features. The symbol may be a term,
image, design, name or any combination of such
factors” (Worsam)
 Brand must maintain sustainable differential advantage
over a long period of time. EX: Pepsodent
 Corporate, family, product brand. EX:NESTLE,NESCAFE
 Brands must deliver to their promise time after time.
Garda OTO
 THE POWER OF BRAND
Logo
 An image that represent the brand.
 A visual signal to help people recognize
the brand and its value
Rationale for going
international?
 Perception of slow growth and
increased competition in domestic
markets EX: MCD in US JENUH
 Domestic market saturation,

attack on competition
 Belief in enhanced overseas growth
and profit opportunities, JCO
 Lead market, absence of strong

competition, recession, economies

of scale, lower production cost
 Need for risk diversity
 Product life cycle

 Recognition of global mobility of

customers
 Following the major customers

who are investing overseas

 Others
 Aid programs, national interest
Advantage
 Economies of scale in
production and distribution
 Lower marketing costs
 Power and scope
 Consistency in brand image
 Ability to leverage (realisasi)
good ideas quickly and
efficiently
 Uniformity of marketing
practices
Disadvantages
 Differences in consumer
needs, wants, and usage
patterns for products
 Differences in consumer
response to marketing mix
elements
 Differences in brand and
product development and
the competitive environment
 Differences in the legal
environment.
 Differences in marketing
institutions
 Differences in administrative
procedures
Standardization or
Customization
 Impact on marketing structure and process
 Many firms have been forces to tailor products and marketing
programs
 Not a single company applying the global marketing concept in
the strict sense
 P&G strategy: to make global plans, replan for each region, and
execute local
 Transferring product across borders may mean consistent
positioning for the brand, but not necessarily the same brand
name and marketing program in each market
Global Brand Strategy (p.17)

1. Building a global customer-

based brand equity
2. Establishing six core brand
building blocks
3. Global brand positioning
Building global customer-
based brand equity (p.17)
 Brand Equity (k ual itas )
ME RCEDES
The value - both tangible
and intangible that a brand
adds to a product/service.

Identify differences in Adjust the branding program

consumer behavior

Choice of brand
How consumer purchase, element,
Use products, Supporting Mkt
What they know and feel program,
About brands Secondary
association
 To Build Customer-based
Brand Equity need to: (p. 17)
 Establish six core brand
Brand Awareness: The proportion of target building blocks:
customers that recall a brand. Realization by  brand salience
a consumer of the existence and availability  brand performance
of a particular product. Brand awareness is a  brand imagery
common measure of marketing  brand judgments
communications effectiveness.  brand feelings
 brand resonance
 Establish brand awareness
 Create strong, favorable and
unique brand association
 Bring out positive and
accessible brand response
 Look for brand relationship
Six Core Brand Building Blocks
 Brand Salience: kecenderungan suatu merek untuk
menjadi merek yang unggul dibanding merek lain.
 Brand Imagery: bayangan tentang suatu merek yang
ada di dalam benak konsumen
 Brand Feeling: perasaan konsumen ketika memakai
sebuah merek
 Brand Performance: prestasi yang telah dicapai oleh
suatu merek
 Brand Judgment: keputusan konsumen dalam
memilih suatu brand
 Brand Resonance: bagaimana cara sebuah brand
membuat konsumen mengulang/menyebut dan
akhirnya tertarik untuk membeli sebuah merek.
 Global Brand Positioning
Br and Pos it ion ing
The “market space” a brand is perceived to occupy; the part of the
brand identity that is to be actively communicated in a way that
meaningfully sets it apart from the competition.

 Mental Map
 Changes to the positioning
 Changes to the marketing
activities