International branding strategies
7 important questions on International branding strategies
Name the 4 different corporate names + examples ?
- Implied names = contain recognizable words or words parts (IBM, FedEx)
- Conceptual names = capture te essence of what a company offers (Facebook)
- Iconoclastic names = represent something unique and different (Monster, Apple)
What are the 4 different levels of brands + examples ?
- Single brand
- Range / line brand
- Product brand
Examples :
- Apple Groupe
- Apple
- Ipod
- Ipod Nano
ou
- Nike
- Nike Sportswear
- Air Max
- Air Max 1
Branding internationally : 3 strategies
2) Change brands according tot he country (Miko, Frisco, Ola)
3) Combination of the two : same corporate/umbrealla brands but different product brands (McDonalds)
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When is the adaptation of the brand necessary ? + examples
Example : Dannon in the USA (Danone in French)
But important to keep a positive meaning !
Example : Linkedin -> Ling Ying in China, means Lead Elite
When is the standardization of the brand possible ? + examples
- Signal of a homogeneous service wherever you are (HSBC)
- Play on the country of origin effect (Christian Dior, Barilla...)
What is the country of origin effet ?
A psychological effect describing how consumers' attitudes, perceptions and purchasing decisions are influenced by products' country of origin labeling.
What is a hybrid brand ? + example
Example : Elle & Vire in France, Elle & Vire + Eiffel tower abroad
The question on the page originate from the summary of the following study material:
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