10: Managing Brands Over Geographic Boundaries and Market Segments

Question 1

What are the downsides of regionalization strategy?

Answer 1

– Marketing efficiency may suffer and costs may rise with regional marketing
– Regional campaigns may force local producers to
become more competitive

Question 2

What is the upside of regionalization strategy?

Answer 2

– Marketing can have a stronger impact

Question 3

What are the forces that have encouraged many firms to market their brands internationally?

Answer 3

– Perception of slow growth and increased competition in domestic markets
– Belief in enhanced overseas growth and profit
opportunities
– Desire to reduce costs from economies of scale
– Need to diversify risk
– Recognition of global mobility of customers

Question 4

What are the advantages of global marketing?

Answer 4

Economies of scale in production and distribution
Lower marketing costs
Power and scope
Consistency in brand image
Ability to leverage good ideas quickly and efficiently
Uniformity of marketing practices

Question 5

What are the disadvantages of global

marketing programs?

Answer 5

• Differences in Consumer Needs, Wants, and Usage Patterns for Products
• Differences in Consumer Response to Branding Elements
• Differences in Consumer Responses to Marketing Mix Elements
• Differences in Brand and Product Development and the Competitive Environment
• Differences in the Legal Environment
• Differences in Marketing Institutions
• Differences in Administrative Procedures

Question 6

How to create global brand equity?

Answer 6

1. Establishing breadth and depth of brand awareness
2. Creating points-of-parity and points-of-difference
3. Eliciting positive, accessible brand responses
4. Forging intense, active brand relationships

Question 7

What are the 10 commandments to Building Global

Customer-Based Brand Equity?

Answer 7

1. Understand similarities and differences in the global branding landscape.
2. Do not take shortcuts in brand building.
3. Establish marketing infrastructure.
4. Embrace integrated marketing communications.
5. Cultivate brand partnerships.
6. Balance standardization and customization.
7. Balance global and local control.
8. Establish operable guidelines.
9. Implement a global brand equity measurement system.
10. Leverage brand elements.

Question 8

What are the strategies for Customizing Marketing Mix
Elements in Local Markets for Global
Brands?

Answer 8

1. Product Strategy
2. Communication Strategy
3. Distribution Strategy
4. Pricing Strategy

Question 9

Brand at an earlier stage, what should be done?

Answer 9

– Awareness and key points-of-parity need to be

established first