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  • Strategies To Take Your Brand International or International Brand Entry and Expansion Strategies

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    Ojas Wita
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    This document discusses strategies for international branding and brand expansion. It outlines 10 commandments of international branding, including understanding global branding landscapes, establishing integrated marketing communications, and balancing standardization and customization. The importance of international branding is discussed in terms of keeping pace with competition, reaching larger markets, and improving profits. Major decisions in international branding involve whether to go abroad, which markets to enter, how to enter markets, and branding strategies. Criteria for these decisions include political risk, market access, and foreign exchange rates. Ways for brands to enter foreign markets include exporting, licensing, franchising, contract manufacturing, investment entry, and joint ventures.

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    Brand Presentation 1

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    This document discusses strategies for international branding and brand expansion. It outlines 10 commandments of international branding, including understanding global branding landscapes, establishing integrated marketing communications, and balancing standardization and customization. The importance of international branding is discussed in terms of keeping pace with competition, reaching larger markets, and improving profits. Major decisions in international branding involve whether to go abroad, which markets to enter, how to enter markets, and branding strategies. Criteria for these decisions include political risk, market access, and foreign exchange rates. Ways for brands to enter foreign markets include exporting, licensing, franchising, contract manufacturing, investment entry, and joint ventures.

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    Download as PPTX, PDF, TXT or read online from Scribd
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    9 views10 pages

    Strategies To Take Your Brand International or International Brand Entry and Expansion Strategies

    Uploaded by

    Ojas Wita
    This document discusses strategies for international branding and brand expansion. It outlines 10 commandments of international branding, including understanding global branding landscapes, establishing integrated marketing communications, and balancing standardization and customization. The importance of international branding is discussed in terms of keeping pace with competition, reaching larger markets, and improving profits. Major decisions in international branding involve whether to go abroad, which markets to enter, how to enter markets, and branding strategies. Criteria for these decisions include political risk, market access, and foreign exchange rates. Ways for brands to enter foreign markets include exporting, licensing, franchising, contract manufacturing, investment entry, and joint ventures.

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    of 10

    Strategies to take your brand

    International
    or
    International Brand Entry and
    Expansion Strategies

    Presented By:
    Ojaswita
    Roll No. 30
    MBA-IB(IV)
    THE TEN COMMANDMENTS OF INTERNATIONAL
    BRANDING
    1. Understand similarities and differences in
    the global branding landscape.
    2. Don’t take shortcuts in brand building.
    3. Establish marketing infrastructure.
    4. Embrace integrated marketing
    communications.
    5. Cultivate brand partnerships.
    6. Balance standardization and
    customization.
    7. Balance global and local control.
    8. Establish operable guidelines.
    9. Implement a global brand equity
    measurement system.
    10. Leverage brand element.
    IMPORTANCE OF INTERNATIONAL
    BRANDING
    • International expansion helps
    firm:
    – Keep pace with competition
    – Reach a larger market
    – Reap higher profits
    – Prolong the lifecycle of their
    products
    – Improved telecommunications
    and technology etc….
    Major Decisions in International
    Branding
    1. Deciding whether to go abroad
    or not?
    2. Deciding which market to
    enter?
    3. Deciding how to enter the
    market?
    4. Deciding on the branding
    strategies.
    The Decision criteria’s are as
    follows :

    1. Political Risk
    2. Market Access
    3. Factor Cost and Conditions
    4. Shipping Consideration
    5. Country Infrastructure
    6. Foreign Exchange Rate
    7. Creating a Product Market Profile
    (The Nine W’s)
    8. Market Selection Criteria
    The NINE W’s of creating a Brand
    Market Profile :
    1. Who buys our Brand/Product?
    2. Who does not buy our brand/product?
    3. What need or function does our brand
    /product serve?
    4. What problem does our brand/ product
    solve?
    5. What are customer’s currently buying to
    satisfy the need/problem?
    6. What price are they paying?
    7. When is our brand/ product purchased?
    8. Where is our brand/ product purchased?
    9. Why is our brand/ product purchased?
    WAYS THROUGH
    WHICH A BRAND
    ENTERS INTO
    FOREIGN MARKET:
    WAYS OF ENTERY
    FOREIGN MARKET
    ENTRY

    MANUFACTURING MANUFACTURING INVESTMENT


    AT HOME ABROAD ENTRY

    OVERSEAS
    CONTRACTUAL ASSEMBLY/
    EXPORTING MIXING

    ACQUISITION/
    LICENSING/ CONTRACT SELF-BUILT
    DIRECT INDIRECT FRANCHISING MANUF. OTHER DIRECT
    ENTRY
    TURNKEY MGT
    PROJECTS CONTRACTS JOINT
    VENTURES
    ANY QUESTIONS???????

    THANK YOU

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