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MANAGING BRANDS OVERGEOGRAPHIC BOUNDARIES AND
MARKET SEGMENTS
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Scope of Boundaries
• Go!ai"a#ion• Re$ionai"a#ion•
%ocai"a#ion
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Re$iona Mar&e# Se$'en#s
Re$ionai"a#ion( an i'por#an# recen#
#rend #)a#* per)aps on #)e surface*
see's #o run coun#er #o
$o!ai"a#ion+
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Re$ionai"a#ion
• US !ased MNC,s #end #o !eie-e #)a# a Asian
'ar&e#s are #)e sa'e
HO.EVER////
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Co'para#i-e ana0sis s)o1s #)a# consu'ers in
2apan* Korea and C)ina differ in Brand Orien#a#ions A##i#ude #o1ards do'es#ic and forei$n
produc#s 3uai#0 and price percep#ion Produc# fea#ure preferences
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• .H4 re$iona 'ar&e#in$
Need for 'ore focused #ar$e#in$ T)e s)if# fro' na#iona ad-er#isin$ #o saes pro'o#ions
• Dra1!ac&s
Produc#ion c)aen$es Mar&e#in$ efficienc0 'a0 suffer and cos#s 'a0 rise
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Re$ionai"a#ion
• T)e su!#e in#racu#ura differences need #o !e
unders#ood and accoun#ed for
•E5a'pes666
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.)0 Go Go!a666
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•
Percep#ion of so1 $ro1#) and increasedco'pe#i#ion in do'es#ic 'ar&e#s
• Beief in en)anced o-erseas $ro1#) and profi#
oppor#uni#ies• Need #o di-ersif0 ris&
• Reco$ni#ion of $o!a 'o!ii#0 of cus#o'ers
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Ad-an#a$es of
Go!a Mar&e#in$ Pro$ra's
• Econo'ies of scae in produc#ion anddis#ri!u#ion
• %o1er 'ar&e#in$ cos#s•
Po1er and scope• Consis#enc0 in !rand i'a$e• A!ii#0 #o e-era$e $ood ideas 7uic&0 and
efficien#0• Unifor'i#0 of 'ar&e#in$ prac#ices
Di d f
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Disad-an#a$es of
Go!a Mar&e#in$ Pro$ra's
• Differences in consu'er needs* 1an#s* andusa$e pa##erns for produc#s
• Consu'er response #o 'ar&e#in$ 'i5 •
Differences in !rand and produc# de-eop'en#and #)e co'pe#i#i-e en-iron'en#• Differences in #)e e$a en-iron'en#• Differences in 'ar&e#in$ ins#i#u#ions• Differences in ad'inis#ra#i-e procedures
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Baancin$ S#andardi"a#ion -s+
Cus#o'i"a#ion
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S#andardi"a#ion -s+ Cus#o'i"a#ion
•
Accordin$ #o Ted %e-i## 8Har-ard Prof+9* !ecause#)e 1ord is s)rin&in$:due #o eaps in
#ec)noo$0* co''unica#ion* and so for#):1e(
'ana$ed co'panies s)oud s)if# #)eir e'p)asisfro' cus#o'i"in$ i#e's #o offerin$ $o!a0
s#andardi"ed produc#s #)a# are ad-anced*
func#iona* reia!e* and o1 priced for a
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S#andardi"a#ion -s+ Cus#o'i"a#ion
•
Bendin$ $o!a o!;ec#i-es 1i#) oca or re$ionaconcerns
• “T)in& $o!a+ Ac# oca+”
• A $o!a !rand )as a cear consis#en# e7ui#0across $eo$rap)ies< sa'e posi#ionin$* sa'e
!enefi#s pus oca #aiorin$ if needed
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Si'pe E5a'pe
• =/#o Bra"iians* !eer is a sof# drin&> #o Ger'ans*
$ood !eer is #)e one #)a# is oca0 !re1ed> #o #)e
En$is)* a$er !eer is a ne1 produc#> #o A'ericans* !eer is a !o0 'ee#s $ir drin&> and #o
Aus#raians* !eer is a 'an,s drin&?
• McDonad,s offerin$s in differen# coun#ries
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Go!a Brand S#ra#e$0
To !uid !rand e7ui#0* i# is of#en necessar0 #o crea#edifferen# 'ar&e#in$ pro$ra's #o address differen# 'ar&e#se$'en#s• Iden#if0 differences in consu'er !e)a-ior
Ho1 #)e0 purc)ase and use produc#s .)a# #)e0 &no1 and fee a!ou# !rands
• Ad;us# !randin$ pro$ra' C)oice of !rand ee'en#s
Na#ure of suppor#in$ 'ar&e#in$ pro$ra' %e-era$in$ associa#ions
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Go!a Cus#o'er(Based Brand E7ui#0
To !uid cus#o'er(!ased !rand e7ui#0*
'ar&e#ers 'us#< Es#a!is) !read#) and dep#) of !rand a1areness
Crea#e poin#s(of(pari#0 and poin#s(of(difference Eici# posi#i-e* accessi!e !rand responses @or$e in#ense* ac#i-e !rand rea#ions)ips
Ac)ie-in$ #)ese four s#eps* in #urn* re7uires
es#a!is)in$ si5 core !rand !uidin$ !oc&s+
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Core Brand Buidin$ Boc&s
+Crea#in$ !rand saience
+De-eopin$ !rand perfor'ance
+Craf#in$ !rand i'a$e
+Eici#in$ !rand responses+ E5a'pe< posi#i-e!rand ;ud$'en#s
+Crea#in$ !rand feein$s
F+Cu#i-a#in$ resonance
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3ues#ions for Go!a Brandin$
Posi#ionin$
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+ Ho1 -aid is #)e 'en#a 'ap in #)e ne1 'ar&e#6 Ho1
appropria#e is #)e posi#ionin$6 .)a# is #)e e5is#in$
e-e of a1areness6 Ho1 -aua!e are #)e core !rand
associa#ions* poin#s(of(pari#0* and poin#s(of(
difference6
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+ .)a# c)an$es s)oud 1e 'a&e #o #)e
posi#ionin$6 Do 1e need #o crea#e an0 ne1
associa#ions6 S)oud 1eno#
re(crea#e an0e5is#in$ associa#ions6 S)oud 1e 'odif0 an0
e5is#in$ associa#ions6
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+ Ho1 s)oud 1e crea#e #)is ne1 'en#a 'ap6
Can 1e s#i use #)e sa'e 'ar&e#in$ ac#i-i#ies6
.)a# c)an$es s)oud 1e 'a&e6 .)a# ne1'ar&e#in$ ac#i-i#ies are necessar06
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Ten Co''and'en#s of Go!a
Brandin$
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+Unders#and si'iari#ies and differences in #)e
$o!a !randin$ andscape
+Don,# #a&e s)or#cu#s in !rand !uidin$
+Es#a!is) 'ar&e#in$ infras#ruc#ure
+E'!race in#e$ra#ed 'ar&e#in$ co''unica#ions
+Cu#i-a#e !rand par#ners)ips
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+Baance s#andardi"a#ion and cus#o'i"a#ion
+Baance $o!a and oca con#ro
+Define opera!e $uideines
+I'pe'en# a $o!a !rand e7ui#0 'easure'en#
s0s#e'
+%e-era$e !rand ee'en#s
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T)an& 0ou