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 Disadvantages 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

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 equity2. Establishing six core brand building blocks3. Global brand positioning

Building global customer-based brand equity (p.17) Brand Equity

(kualitas) MERCEDESThe value - both tangible and intangible that a brand adds to a product/service.

Identify differences in consumer behavior

How consumer purchase,Use products,What they know and feelAbout brands

Adjust the branding program

Choice of brand element,Supporting Mkt program,Secondary association

To Build Customer-based Brand Equity need to: (p. 17)

Establish brand awareness Create strong, favorable

and unique brand association

Bring out positive and accessible brand response

Look for brand relationship

Establish six core brand building blocks:

brand salience brand performance brand imagery brand judgments brand feelings brand resonance

Brand Awareness: The proportion of target customers that recall a brand. Realization by a consumer of the existence and availability of a particular product. Brand awareness is a common measure of marketing communications effectiveness.

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

Mental Map Changes to the positioning Changes to the marketing

activities

Brand PositioningThe “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.