LECTURE 4

Global Marketing and Branding:

An Introduction
International Marketing Strategic Brand Management
P. R. Cateora and J. L. Graham K. L. Keller
14th Edition (or newer) 4th Edition (or newer)
Chapter 12 Chapter 1

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
Chapter Learning Objectives
• Global Marketing Management
• Planning for Global Markets
• International Planning Process
• Brands vs. Products
• Why do Brands Matter?
• Branding Challenges and Opportunities
• Strategic Brand Management

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
Global Marketing Management:
Planning and Organizing
International Marketing
P. R. Cateora and J. L. Graham
14th Edition (or newer)
Chapter 12
Global Marketing/ International Marketing & Brand Management Saiful Islam
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EMBA Program, Spring 2021 Dept. of International Business
Global Marketing Management
• The new efficiencies of customization made possible by the internet
and increasingly flexible manufacturing processes, the global
marketing back towards localization again
• From marketing perspective, customization is always best
• As global markets continue to homogenize and diversify
simultaneously, the best companies will avoid the trap of focusing on
country as the primary segmentation variable

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
Benefits of Global Marketing
When large market segments can be identified,
economies of scale in production and marketing can be
important competitive advantages for global
companies
Global
Marketing
Transfer of experience and know-how across countries
through improved coordination and integration of
marketing activities

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
Benefits of Global Marketing

Marketing globally also ensures that marketers have

access to the toughest customers

Global Diversity of markets served carries with it additional

Marketing financial benefits

Firms that market globally are able to take advantage of

changing financial circumstances

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
Planning for Global Markets
• Planning is the job of making things happen that might not otherwise
occur
• Planning allows for rapid growth of the international function,
changing markets, increasing competition, and the turbulent
challenges of different national markets
• Planning relates to the formulation of goals and methods of
accomplishing them, so it is both a process and philosophy

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
Planning for Global Markets
• Organization’s planning in global businesses are
• Corporate planning – long term focusing on generalized goals of company
• Strategic planning – short and long term focusing on products, capital and
research
• Tactical planning – market planning focusing on specific actions and resource
allocation

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
Planning for Global Markets
• Successful planning is evaluating company objectives, including
management’s commitment and philosophical orientation to
international business
• Company objectives and resources
• Each new market can require a complete evaluation, including existing
commitments, relative to the parent company’s objectives and resources
• Defining objectives clarifies the orientation of the domestic and international
divisions, permitting consistent policies

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
Planning for Global Markets
• International commitments are in terms of
• Currencies to be invested
• Personnel for managing the international organization
• Determination to stay in the market long enough to realize a return on
investments.
• The degree of commitment to an international marketing also reflects
the extent of a company’s involvement

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
The Planning Process

Phase 1 Phase 2 Phase 3 Phase 4

• Preliminary • Adapting the • Developing the • Implementation

Analysis and Marketing Mix Marketing Plan and Control
Screening – to Target
Matching Markets
Company and
Country Needs

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
International
Planning Process

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EMBA Program, Spring 2021 Dept. of International Business
Alternative Market-Entry Strategies

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
Brands and Brand Management
Strategic Brand Management
K. L. Keller
4th Edition (or newer)
Chapter 1
Global Marketing/ International Marketing & Brand Management Saiful Islam
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EMBA Program, Spring 2021 Dept. of International Business
What is a Brand?
• For the American Marketing Association (AMA), a brand is a “name,
term, sign, symbol, or design, or a combination of them, intended to
identify the goods and services of one seller or group of sellers and to
differentiate them from those of competition.”
• These different components of a brand that identify and differentiate
it are brand elements.

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
What is a Brand?
• Many practicing managers refer to
a brand as more than that— as
something that has actually
created a certain amount of
awareness, reputation,
prominence, and so on in the
marketplace.

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
Brands vs. Products
• A product is anything we can offer to a market for attention,
acquisition, use, or consumption that might satisfy a need or want.
• A product may be a physical good, a service, a retail outlet, a person,
an organization, a place, or even an idea.

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EMBA Program, Spring 2021 Dept. of International Business
Five Levels of Meaning for a Product

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
Five Levels of Meaning for a Product
• A brand is therefore more than a product, as it can have dimensions
that differentiate it in some way from other products designed to
satisfy the same need.
• Some brands create competitive advantages with product
performance; other brands create competitive advantages through
non-product-related means.

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
Why Do Brands Matter?
• Importance of Brands to Consumers
• Identification of the source of the product
• Assignment of responsibility to product maker
• Risk reducer
• Search cost reducer
• Promise, bond, or pact with product maker
• Symbolic device
• Signal of quality

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
Why Do Brands Matter?
• Importance of Brands to Firms
• To firms, brands represent enormously
valuable pieces of legal property,
capable of influencing consumer
behavior, being bought and sold, and
providing the security of sustained
future revenues.

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
Why Do Brands Matter?
• Importance of Brands to Firms (Cont.)
• Identification to simplify handling or tracing
• Legally protecting unique features
• Signal of quality level
• Endowing products with unique associations
• Source of competitive advantage
• Source of financial returns

Global Marketing/ International Marketing & Brand Management Saiful Islam

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EMBA Program, Spring 2021 Dept. of International Business
Branding Challenges and Opportunities
• Savvy customers
• Brand proliferation
• Media fragmentation
• Increased competition
• Increased costs
• Greater accountability

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EMBA Program, Spring 2021 Dept. of International Business
 End of Lecture 4
* All clipart, image and graphics are sourced from Google webpage

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EMBA Program, Spring 2021 Dept. of International Business