Commercialization of products under one brand name and occasional use of local brands

Résumé du document

The aim of this essay is to understand the requirements of formulating unique brand names for products and the best way to market and use the same. We will start by analyzing the reasons as to why a company should market its products under a unique global brand name and subsequently evaluate these key factors, and finally go on to prove that under some circumstances it is better and a lot more convenient to use different brand names in different countries.

Extraits

[...] It is sometimes easier to make the products travel than the brand name itself. The aim of this essay is to find the best way of using brand names. I will first analyse the reasons why a company should market its products under a global brand name and evaluate these key factors, and then show that there are some circumstances when it is better to use different brand names in different countries. PART Reasons to use a global brand name In this first part of the project, we will analyse the advantages of using a global brand name. [...]

[...] Of course, not all brands have the potential to become global. So, under some circumstances, it is sometimes better not to use a global brand name but adapt it to the different countries. Firstly, when a global company is making profit using local names, there is no need to change and impose a global brand name. It is sometimes impossible to use a global brand name because of legal and political constraints or because it has a bad meaning or is hard to pronounce. [...]

[...] The commercialization of productsunder one brand name and the occasional use of locals brands Text books about brand-naming usually state that the criteria to have a good brand name are various such as being unique, short, memorable and able to connote a good image or quality. Especially, the name has to be available to use and protectable. It should describe the product, be acceptable, be legal (that involves it is not an already registered name) and other criteria such as being easy to remember A further consideration is its ability to be used internationally. [...]

[...] Haig HIPERLAN Type 2 Standardisation - An Overview Markus Radimirsch, Vasco Vollmer Journal of Small Business and Enterprise Development, Volume Number 2 The standardisation versus adaptation decision of `successful' SMEs: Findings from a survey of winners of the Queen's Award for Export Dave Crick and Robert Bradshaw Marketing Department, De Montfort University, Bosworth House, Leicester LE1 9BH, UK. Stretching your brand for fun and profit By Michael McComb John M. Murphy (1990) Brand Strategy Director Books Geoffrey Randall (1997) A practical guide to branding Planning, Organizing and Strategy Example from John M. Murphy (1990) Brand strategy Sak ONKVISIT & John J. [...]

[...] Marketers have long term objectives using a global brand name: they want it to become familiar to international travellers and familiar via TV, movies Therefore, having a uniform worldwide image is one of the most important aspects. Indeed, as developed in this part, a factor leading to the globalization of brands is the worldwide phenomenon of increased travel. In the UK, the first cheap package tours (to the Spanish Mediterranean coast) only started in the 1960s. Today, a substantial minority of British people travel abroad at least once a year and find reassurance in international brands such as Heineken and Hertz[3]. [...]