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 KEY TERMS & QUESTIONS

BRAND
Brand equity
Brand mix  

National Brands Global Brands

Internal branding

Ingredient branding

Co – Branding
 Brand
◦ Brand a
◦ Name,
◦ Term,
◦ Sign,
◦ Symbol,
◦ or design,
◦ or a combination of them ,
◦ intended to identify the goods or services of one seller or group of sellers and to differentiate them from
those of competitors.
 Brand equity
◦ Brand equity: the added value endowed to products and services
◦A global brand is defined as the worldwide use of a name, term, sign, symbol (visual and/ or auditory),

design, or combination there of intended to identify goods or services of one seller and to differentiate

them from those of competitors

◦ Ideally a global brand gives a company uniformly positive worldwide brand associations that enhance
efficiency and cost savings when introducing other products with the brand name, but not all
companies believe a single global approach is the best. Indeed, we know that the same brand does not
necessarily hold the same meanings in different countries.
 National Brands

◦The company is described as preferring brands to be local, people to be regional, and technology to be
global. Multinationals must also consider increases in nationalistic pride that occur in some countries and
their impact on brands 59
Sang-Sing Chan, Geng Cui, and Nan Zhou, “Competition between Foreign and Domestic Brands: A

Study of Consumer Purchases in China,” Journal of Global Marketing 22 (2009), pp. 181–97.
 Private Brands
 

◦Private brands owned by retailers are growing as challengers to manufacturers’ brands, whether global or
country specific. Private labels are formidable competitors, particularly during economic difficulties in the
target markets. Buyers prefer to buy less expensive, “more local” private brands
Country-of-Origin
Effect and Global
Brands

◦ Country-of-origin effect (COE ) can be defined as any influence that the country o manufacture, assembly, or
design has on a consumer’s positive or negative perception of a product. A company competing in global markets
today manufactures products worldwide; when the customer becomes aware of the country of origin, there is the
possibility that the place of manufacture will affect product or brand images 62
62Jill Gabrielle Klein, “Us Versus Them, or Us Versus Everyone? Delineating Consumer Aversion to Foreign
Goods,” Journal of International Business Studies 33, no. 2 (2002), pp. 345–63.

Countries are also stereotyped on the basis of whether they are industrialized, in the process of industrializing,
or developing. These stereotypes are less product specific; they are more a perception of the quality of goods and
services in general produced within the country.66 Industrialized countries have the highest quality image, and
products from developing countries generally encounter bias.
◦  
 Brand strategy

Then number and nature of common and distinctive brand elements applied to the different to the different products sold
by the film.

Building Brand Awareness

◦This can be done by creating positive, strong, and unique brand attributes which consumers
will retain in their minds, for example, by:
 Advertising your brand on different media
 Engaging with various communities on social media
 Creating viral content (videos, campaigns)
◦Positioning your Brand Consistently within the Market
◦A brand’s overall culture (including its beliefs, values, and USPs) should remain consistent, such
that consumers are not left confused or in doubt about what the brand stands for. This is not to
say that managers cannot make tactical strategic changes, such as introducing new packaging
or rewriting their slogans, if this is necessary to re-align with changing consumer needs, or
external economic and social factors.

Here are some examples:

 A conscious, consistent conveyance of the brand’s core values and meaning
 Set icon color for normal and hover state
 Clarifying what your brand is and is not, as compared to the competition
◦Emphasizing Positive Brand Associations
◦Strong brand associations are crucial to building loyalty towards your brand. Ways of enhancing
the way consumers view your brand might include:
 Using innovative and eye-catching means of advertising, highlighting the core functional,
social, or emotional benefits of your product
 Ensuring that the business behind the brand is socially responsible and establishes ethical
business practices
 Celebrity endorsement
◦ Focusing on Building Relationships
◦It is mainly consumers who determine the strength of your brand’s equity; it is, therefore, essential to build
and maintain positive relationships with your target segments. Managers can do this in simple ways such
as:
 Staying in touch with customers via social media
 Providing excellent customer service at all times
 Tracking any negative press or feedback, listening and responding
◦Asset for the relationship with other stakeholders
◦Brands with strong brand equity are often better able to attract talent. Such brands may also be better
positioned to gain investors’ trust, who will have greater confidence in yielding returns on their
investments.
◦The same goes for suppliers, who can be more certain of consistent business when entering into contracts.
◦predominantly through their inspiring advertising campaigns and collaborations with influential athletes,
such as LeBron James or Michael Jordan, which encourages consumers to believe that Nike is just as
expert in the retail field as their representatives are in theirs.
◦These celebrity endorsements also contribute significantly to the brand’s perceived quality; if Nike is good
enough for famed athletes, then it is good enough for us.
◦This in turn enhances brand loyalty. Consumers feel confident that Nike will deliver consistently high-
quality products and customer service. The customer relationship is further enhanced through investment
in the customer journey, with collaborative features such as the Nike Run Club, allowing consumers to track
their fitness goals and receive top quality coaching, or the ability to personalize sneakers with Nike By You.
◦Financial value: These branding features add significant extra value to Nike products, making Nike the
world’s most valuable apparel brand. In 2020 
Nike’s brand value was $39.1 billion, which almost matched its brand revenue of $39.3 billion.
◦Adidas, its top competitor, comparatively faced a 1% decrease in brand value in 2020, at just $16.5 billion.
◦ . Build Your National Brand

◦ Get feedback from key local partners prior to rolling out a new promotion or campaign
◦ Celebrate successful local extensions of national campaigns
◦ Improve your tools for brand consistency regularly
◦ Improve Local Marketing Performance
◦ . Support Local Innovation
 What is Ingredient Branding?
◦ On Wikipedia Ingredient Branding is defined as “creating a brand for an ingredient or component
of a product, to project the high quality or performance of the ingredient”. Another popular
definition is Intel’s  “a promotion of a brand within a brand to the end user”.

◦ We like the definition by Uggla/Filipsson based on Baumgarth (2004) and Rizeboos

(2003): “Ingredient Branding is a specific form of brand collaboration, distinct from co-branding
that highlights a specific component or brand attribute to enhance a product or service that can
potentially become a category point-of-parity, create multi-level visibility, awareness,
differentiation and preference in the down-stream value chain” (© The Icfai University Press,
2008).
◦Ingredient branding, as the name implies “is strategic brand management for materials,
components, parts, services, etc” (Kotler and Pfoersch, 2010, p.17). Pride et al. (2011) credit the
global microprocessor company Intel for the development of the term of ingredient branding.
Namely, the introduction of “Intel Inside” program in 1991 was initiated with the main purpose of
marking Intel microprocessors from the products of its competitors and build an effective
consumer brand.
◦It has been stated that “an ingredient branding strategy pulls demand from end users through the
distribution channel back to the original equipment manufacturers, who feel pressure to use the
branded ingredients in the goods they make” (Mohr et al., 2009, p.415). At the same time, some
respected marketing scholars argue that “ingredient Branding can start in a later stage of a
product life cycle” (Kotler and Pfoersch, 2010, p.19).