Global Brands

• A brand is a name, word, or design that identifies a product,

service, or company

• Brands create a certain expectation in the minds of a customer

• Global brands must have a competitive advantage in order to

compete with local brands in local markets

• Can be subject to “Country of Origin Effect”

– In the 1950’s The Phrase “Made in Japan” meant cheap
– In 2015, the phrase “Made in Japan” means high quality
 Product Positioning
• Product Positioning refers to using a brand to create
an image
• BMW usually signifies quality engineering, and a fast,
sporty automobile

• Companies used to rely on TV advertising to create

brand image

• Today they are shifting to the Internet, live events, cell

phones, and movies
How are they positioned?
#2
#3
#4
How are these schools positioned?
 Global Brand Equity
• Brand Equity is the additional value that a
brand name brings to a product or company

• Interbrand Corporation tracks world Brands

• Estimates Apples Brand Equity at $118.863

million
 Negative affects on Brand Equity

• Counterfeits, forgeries, & grey markets can

diminish brand equity

• A grey market exists when a product is sold

outside an established authorized distribution
system
– Countries like China & Mexico sell knock off
products
Examples
 Packaging & Design

• Product Packaging &

Design can have a strong
impact on product image
& sales

• Samsung wins a lot of

awards for its Product
Designs

• Suntory Tea changed the

Packaging
Cheaper Product….Cheaper Package
 Choosing a brand name

1. Must be unique to the product and its market

2. May not be used by any other product or company
3. Should not have undesirable meaning across languages

• Family brand: typically the brand name of a company

that also have individual product brands
– Ford Motor Company (family) sells Mustang (individual)
– Kellogg's (family) sells Rice Krispies (individual)