Local Brand vs. Worldwide Brands

l Worldwide Brand

- based on assumption of market homogeneity

- uniform brand image

- convenient identification

- status and prestige

- maximum market impact

- lower production costs

- lower advertising costs

l Local Brands

- allowing quality variations

- easier pronunciation by local consumers

- avoiding negative connotation. 

- avoiding legal complications

- circumventing price control

- discouraging gray marketing

Single Brand vs. Multiple Brands (in one country)

l Single Brand

- full attention for maximum impact

- based on assumption of market homogeneity

l Multiple Brands

- market segmentation

- based on assumption of market heterogeneity

Origin of Industrial Relations

¢ Evolved during the industrial revolution.
¢ Low wages, long working hours, monotonous and dangerous work, abusive                

        supervisory practices led to high employee turnover, violent strikes and threat to  

        social stability.
¢ Important contributions were Industrial Democracy (1897) by Sidney Webb and 

       Beatrice Webb and John R. Commons who created first academic industrial relation   

       program at the University of Wisconsin.
¢ As a discipline, industrial relations was formalized in 1950’s with the formation of the  

       Oxford School by Allan Flanders and Hugh Clegg.

Branding Decisions

l Branding vs. No Brand
l Private Brand vs. Manufacturer's Brand
l Single Brand versus Multiple Brands (in one country)
l Local Brands vs. Worldwide Brand 

Functions of Brand

l Create identification and brand awareness
l Guarantee a certain level of quality, quantity, and satisfaction
l Help with promotion

Criteria for choosing an International distributor

l Goals  and  Strategies
l Size  of  The  firm
l Financial  strength
l Reputation
l Trading areas
l Compatibility
l Experience  in  handling products
l Sales  Organization
l Willingness to  carry  inventories
l After sales  service capabilities
l Sales performance
l Political relations
l Communications
l Overall Attitude

Trade Promotion

•             Trade shows
•             Trade  Discounts
•             Cooperative  advertising

Measurement of Advertising Effectiveness

n Sales

n Awareness

n Recall

n Executive  judgment

n Intention  to  buy

n Profitability

n Coupon  Return 

Target Audience in International Marketing

Other then customers ,

•             Suppliers
•             Intermediaries
•             Government
•             Local  Community
•             Bankers and Creditors
•             Media
•             Shareholders
•             Employees

Long term Benefits of Branding

•Higher profits.
•Improved financial position.
•Ease of launch of new products.
•Entry barrier for rivals.

Advantages of Brands

• Branding guarantees certain level of quality , service satisfaction.

• Brand name provides legal protection.

• Branding provides loyal set of buyers.

• Brand helps in segmenting markets.

• Strong Brands help to build corporate image.

•Overall Objective is  to  Induce Repeat  Sales. 

Description of Brand

• Attributes – A  Merc suggests Expensive, well built, well engineered durable , high prestige                                  
                         reliable product

• Benefits – Durable could translate into that buyer would not have to buy 
                     another car for several years, expensive could translate into  
                     feeling important and admired  

• Values :   A  Merc  says something  for producer’s values , high performance   

                    No  Nonsense ,No compromise on quality  

• Culture :  Merc represents German culture , or efficient , high quality.

•Personality : Merc represents no-nonsense boss , a reigning lion

•User :   would expect a highly successful 35-50 years old behind wheels of aMerc

Meanings Of Brands..

Brand can convey various level of  meanings ,

•Attributes
•Benefits
•Values
•Culture•Personality
•User

Problems with emerging industries

• lack of faith in technology

• Innovative product where customer needs are as yet unknown.

• High initial start up costs.

• Potential customers need to be kept informed of developments.

• Early barriers to entry e.g raw materials

• Competition for components.

• Customer confusion

• Obsolescence

• Erratic quality

Meaning of Emerging Industries

Emerging industry means New or reformed industry

• e.g electronic publishing and interactive TV - FT, New York times, Digital TV.

• e.g Waste recycling - BMW, Winchester City Council

• e.g Internet browsers - Netscape Navigator

•e.g Road pricing systems - Toll systems for bridges and motor way