INTERNATIONAL MARKETING MANAGEMENT

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INTERNATIONAL MARKETING MANAGEMENT
SESSION 15 BUILDING AN INTERNATIONAL BRAND
ARCHITECTURE
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• Increased attention to brand-building -
  visibility - channel power - cost economies
• Strong brands as a valuable asset in
  international markets
• Branding as a central component in international
  marketing strategy

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• Internationalization of markets
• Industry consolidation
• Increasing power of brands
• Rising media costs

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• Brands available in multiple countries
• Global brands (Coca-Cola, Disney, Kit Kat)
• Regional brands (Good Humor, Ariel)
• Multi-country brands (Marmite, Walls, Algida)
• Same brand name, different positioning (Mars)

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• Geographic reach
• Uniform positioning and image worldwide
• Perceived by consumers as global

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Coca-Cola
McDonalds
Nike
Shell
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• Strong customer recognition/reassurance
• Economies of scale and scope
• Leverages power with retailers
• Consolidates efforts across countries
• Potential for extension

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• Geographic extension of power brands- e.g.
  Mars, Coca-Cola
• Acquisition of local (national) companies and
  brands- e.g. Best
• Integration of country-centered organizations-
  e.g. Unilever, Nestlé
• Growth of brand alliances (co-branding)- e.g.
  Cereal Partners, Snack Ventures

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• Corporate brand names- e.g. Shell, Kelloggs,
  Philips, Heinz
• Product brands- e.g. Tide, Marmite

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• House/family brands- e.g. Good Humor, Pedigree,
  Nivea, Goya

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Corporate brands (Shell, Philips) House brands
(Walls)
Corporate-dominant
Dual brands (Philips, Whirlpool) Endorsed by
corporate brand (Nestle, Cadbury)
Mixed
Mono-brands (Tide, Pampers) Brand extensions
Brand-dominant
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• Corporate identity/endorsement
• Brand extensions
• More mixed strategies

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• Structure of international brand portfolio
• Organizational structure
• Power of local brands
• Management vision

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• No international management strategies
• Negotiation between corporate H.Q. and local
  country managers
• Brand champions
• Corporate guidelines (brand manuals)
• Centralized control

Degree of Centralization
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• EXISTING PRODUCTS
• Establishing and MaintainingBrand Harmonization
• NEW PRODUCTS
• Monitoring Brand Extensions
• Monitoring Line Extensions

Content
Process
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• Role of branding in strengthening firms global
  image
• Importance of establishing international branding
  strategy/brand architecture
• Appropriate balance of global, regional and local
  brands should be determined
• Need to assign responsibility for custody of
  international brands

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