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Dhaval Sadaiya Chetan Sinha Rajeev Jha Arjun Vij .

A brand is the identity of a specific product.‡ The American Marketing Association defines a brand as ´ a name. sign. term. intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors. or a combination of them. or business. symbol or design. . ‡ In layman·s terms. service.

‡ `Perceived to reflect the same set of values around the world. ‡ Create strong enduring relationships with different countries and cultures ‡ Sell the same product across diverse markets and can be considered successful if the associated product is easily identified by a diverse set of consumers .


there are various other factors taking the brands global ‡ Higher profit opportunities than in domestic markets ‡ A larger customer base to achieve economies of scale ‡ Reduction of dependence on any one market ‡ Requirement of international service by the customers going global ‡ Maintaining consistent brand imagery .In addition to outstanding growth opportunities.

‡ The Waterfall approachEntering countries gradually in a sequence ‡ BMW. General Electric followed the waterfall approach and carefully planned and executed expansion ‡ This approach is less likely to strain human and financial resources .

the sprinkler approach is better ‡ Substantial resources are needed and it is difficult to plan and execute entry in various markets .‡ When the first-mover advantage is crucial and a high degree of competitive intensity prevails ‡ Microsoft introduces a new version of Windows.

‡ 80 % of world·s population resides in developing economies ‡ 5 potential markets of these are B-Brazil R-Russia I-India C-China S-South Africa .

‡ ‡ ‡ ‡ ‡ ‡ Corporate slogan Products and services Product names Product features Positionings Marketing mixes .

pricing. etc.) . distribution.‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Language differences Different styles of communication Other cultural differences Differences in category and brand development Different consumption patterns Different competitive sets and marketplace conditions Different legal and regulatory environments Different national approaches to marketing (media.

it promoted ice-skates ‡ In Germany. it pushed Golf clubs ‡ In blazing hot Mexico.‡ McDonald·s. it prompted cashiers to smile giving suspicions they were flirting . ‡ In soccer-crazy Brazil. Coke and all global brands have shown variations in their products and services in accordance to the country ‡ Wal-Mart failed miserably in its initial years when it went global as it could not strike the suitable variations in the early 1990s.

‡ Might not comprehend foreign preferences and could fail to offer a competitively attractive product ‡ Might not understand foreign country·s business culture ‡ Might underestimate or misinterpret foreign regulations and incur unexpected costs ‡ Might lack managers with international exposure ‡ The foreign country might change its laws. devalue its currency or go through a stage of turbulence .


‡Thank you. ..