The reality of global brands: cases and strategies for the successful management of international brands
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
MacGraw-Hill
1996
|
| Schriftenreihe: | Marketing for professional series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 258 S. Ill., graph. Darst. |
| ISBN: | 0077090020 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Series foreword xi
Preface xiii
Acknowledgements xv
1 Brands in a global context 1
What is a brand? 1
The consumer—brand relationship 2
What is a global brand? 3
The global consumer 3
The desirability of going global 4
The feasibility of going global 6
Strategic options 7
The branding cycle 9
Summary II
Case study: Smirnoff 12
References 17
2 Identifying international market segments 18
Global segments 19
Market segmentation variables 19
Identifying attractive segments 29
Summary 32
Case study: Seat H
References 40
3 Brand research for international markets 42
What to research 42
How to research 45
Methods of data collection 47
Qualitative research 48
Quantitative research 49
viii Contents
Key issues 50
Agency structure 54
Summary 54
Case study: Salomon Skis 56
References 69
4 International corporate identity 71
Scope and influence 71
Mission statement 74
Corporate straplines 75
Audiences 76
Corporate naming strategies 77
The benefits of international corporate
identity 79
The corporate identity building process 80
Summary 83
Case study: Cathay Pacific 85
References 89
5 International brand communications 91
Introduction 91
Communication objectives 92
Standardized versus adapted communications 93
Corporate versus product brand
communications 96
International versus local agencies 97
National versus global brand identities 97
Media issues 97
Language, literacy and interpretations 98
Cultural considerations 99
Legal restrictions 99
The communication mix 99
Summary 106
Case study: British Airways 108
References 125
6 Managing the international brand portfolio 126
Brand franchise development 126
Building the brand portfolio 128
The decision to relaunch or delete a brand 130
Alternative approaches to portfolio
management 130
The usefulness of portfolio models 137
Summary 137
Contents jX
Case study: Sony 139
References 156
7 The pricing of international brands 157
Price determinants 157
Key stages in price setting 159
Choosing the right pricing strategy 165
Strategic value pricing 167
Summary 168
Case study: Land Rover Discovery 168
References 180
8 Global distribution 181
A working definition 181
Short and long channels of distribution 181
Determinants of channel selection 183
Pros and cons of central and devolved
production sites 186
Strategic options for global distribution 188
The logistics of global distribution 189
Alternative distribution networks 191
Summary 193
Case study: Guinness 194
References 205
9 Organizational issues 206
The brand management system 207
The objectives triangle 209
More recent organizational forms 213
Marketing networks 215
Summary 216
Case study: LEGO 216
References ^7
10 International branding and the law 229
Brand identification 229
Trade marks and trade mark registration 230
Refusal of registration 231
Unregistered marks and passing off 232
The brand leader and its emulators 233
To follow the trend or to branch out? 233
Passing off, copyright and design registration 235
Trade marks sans frontier 236
International trade marks 237
x Contents
Community trade marks 237
Conflicts of marks within the EU 238
Reputation crossing international boundaries 238
Well known marks 239
Brand communications 240
Anti competitive practices and unfair
competition 241
International symbols on ecomarking 242
Weight marking of products: the e mark 243
Conformity with safety standards:
the CE mark 243
Summary 244
Appendix: Parties to the Madrid Agreement 244
Case study: SB SmithKline Beecham 245
Further reading 251
Index 253
|
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| indexdate | 2024-07-09T18:04:41Z |
| institution | BVB |
| isbn | 0077090020 |
| language | English |
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| spelling | Hankinson, Graham Verfasser aut The reality of global brands cases and strategies for the successful management of international brands Graham Hankinson and Philippa Cowking London [u.a.] MacGraw-Hill 1996 XVI, 258 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing for professional series Brand name products -- Management Brand name products -- Management -- Case studies Export marketing -- Management -- Case studies Weltmarke (DE-588)4237386-4 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Weltmarke (DE-588)4237386-4 s Markenpolitik (DE-588)4144679-3 s DE-604 Cowking, Philippa Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007467807&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hankinson, Graham Cowking, Philippa The reality of global brands cases and strategies for the successful management of international brands Brand name products -- Management Brand name products -- Management -- Case studies Export marketing -- Management -- Case studies Weltmarke (DE-588)4237386-4 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4237386-4 (DE-588)4144679-3 (DE-588)4522595-3 |
| title | The reality of global brands cases and strategies for the successful management of international brands |
| title_auth | The reality of global brands cases and strategies for the successful management of international brands |
| title_exact_search | The reality of global brands cases and strategies for the successful management of international brands |
| title_full | The reality of global brands cases and strategies for the successful management of international brands Graham Hankinson and Philippa Cowking |
| title_fullStr | The reality of global brands cases and strategies for the successful management of international brands Graham Hankinson and Philippa Cowking |
| title_full_unstemmed | The reality of global brands cases and strategies for the successful management of international brands Graham Hankinson and Philippa Cowking |
| title_short | The reality of global brands |
| title_sort | the reality of global brands cases and strategies for the successful management of international brands |
| title_sub | cases and strategies for the successful management of international brands |
| topic | Brand name products -- Management Brand name products -- Management -- Case studies Export marketing -- Management -- Case studies Weltmarke (DE-588)4237386-4 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Brand name products -- Management Brand name products -- Management -- Case studies Export marketing -- Management -- Case studies Weltmarke Markenpolitik Fallstudiensammlung |
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