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DYNAMICS OF INTERNATIONAL BRAND ARCHITECTURE. DYNAMICS OF INTERNATIONAL BRAND
ARCHITECTURE: OVERVIEW AND DIRECTIONS FOR FUTURE RESEARCH ...
... growth, realigning operations in the light of emerging market and competitor dynamics. ...
markets and if so what type of international brand architecture is most ...
... and Health: An increasing emphasis on nutrition and health have changed the dynamics
of food ... (1999) ‘International Brand Architecture: Development, Drivers ...
... 9 4. Closely Link International Brand Managers In the ... to shape and maintain the brand
character worldwide ... is easy to forget the human dynamics surrounding this ...
... 596,402 767,918 Sales - Web Channel Brand Net Demand ... Moreover , the modern international
market lead to the ... F. Malerba (1997), “Industrial Dynamics and the ...
Submitted by macm80 on December 18, 2005
Category: Business
Words: 6712 | Pages: 27
Views: 521
Popularity Rank: 15,659
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DYNAMICS OF INTERNATIONAL BRAND ARCHITECTURE:
OVERVIEW AND DIRECTIONS FOR FUTURE RESEARCH
Abstract
Brands play a critical role in a firm's international marketing strategy. A coherent international brand architecture is a key component of the firm's overall international marketing strategy as it provides a framework to leverage strong brands into other markets, assimilate acquired brands, and rationalize the firm's international branding strategy. This paper looks at the various components of international brand architecture and the different types of architecture found among a sample of large international consumer goods companies. Based on these initial insights, some key issues that need further research are identified.
Introduction
Branding is a key element of a firm's marketing strategy. Strong brands help establish the firm's identity in the market place, and develop a solid customer franchise (Aaker, 1996; Kapferer, 1997; Keller, 1998). Owning the number one or two brand in the product category provides manufacturers with a weapon to counter growing retailer power (Barwise and Robertson, 1992). A strong brand name can also provide the basis for brand extensions, which further strengthen the firm's position in the marketplace as well as potentially enhancing the brand's value (Aaker and Keller, 1990). As firms move into international markets, branding plays an important role in its marketing strategy. In particular, a judicious branding strategy provides a means to enhance the firm's visibility and integrate strategy across national markets (see Khermouch, Holmes and Ihlwan, 2001).
In markets outside the U.S., the concept of building strong brands in order to establish market position is relatively recent (Court et al. 1997). Markets are often fragmented, characterised by small-scale distribution, and lack the potential or size to warrant the use of heavy mass media advertising needed...
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