Global Branding Strategies Research Paper Example | Topics and Well Written Essays - 2000 words

Global brand Strategies - Research Paper ExampleAs the paper outlines, the world is becoming increasingly ball-shaped. Companies are non just focusing on local markets in their service and product provision. They are now looking for new and more promising markets outside their borders and also involve to incorporate market forces coming from their global competitors. The corporate world is now characterized by a fast flow of products multinationally, an advertisement is also through across borders and there is a need to ensure that marketing strategies reflect these changes. (Kapfer, 1997)Brands are a cardinal part of any fraternitys key strategy. This is because brands give firms an identity. Keller (1998) asserts that brands help to strengthen their customer base and also to seize away spring from retailers alone. Aaker and Keller (1990) go on to add that a brand helps to solidify ones position in any market. However, there are some key questions that arise when dealing w ith the issue. Firms need to ask themselves whether they would give care to aver the same brand promise in distinct countries and locations. Firms who choose to do this could justify their actions by claiming that this allows them to maintain their identity throughout. On the other hand, some firms may decide to take up different brands within the different countries that they provide choose to operate. Such firms may believe that brand names need to reflect acquire and the needs of a particular country. These questions need to be addressed so as to ensure that a given company take advantage of all the opportunities available in the international market. Some companies may have made quite a name for themselves in the domestic markets. Their products may have such(prenominal) a unique place in their product markets such that they have hefty influence there. It would, therefore, be advisable to maintain the same brand for such companies when venturing into global markets. Call er (1996) asserts that this will go a long way in ensuring that such companies are able to leverage their power in the domestic market to international markets. A good example of such a company is Coca Cola. It started with a very strong image in its domestic market and decided to maintain its name throughout its market.Another aspect that could make certain companies stick to the same brand name is the integration of regional markets. For example in Europe, there are numerous countries that are now direct under the same currency and targeting each other. Consequently, it would be advisable to create brand names that fire accommodate numerous countries all at once. The European Union has changed the traditional approach of locally-centered products. There is a need to incorporate brands for the EU markets. (Featherstone, 1990)Some companies may be dealing with certain products that have comparatively equal levels of demand in the target markets they are dealing with. A good exampl e of such a company is Shell. The Company deals with various petroleum products. These are items that are in high demand in different parts of the world.