Study Of International Branding

1. Purpose of the Study and Importance of the ResearchWith the globalization of markets and the growth of competition on a global scale, companies are increasingly expanding the geographic scope of their operations, setting up or acquiring companies in other countries, or entering into alliances across national boundaries. At the same time, with the spread of global and regional media, the development of international retailing, and the movement of people, goods, and organizations across national borders, markets are becoming more integrated. As a result, firms need to pay greater attention to coordinating and integrating their marketing strategy across markets.An important element of a firm's international marketing strategy is its branding policy. Strong brands help to establish the firm's identity in the market place, and develop a solid customer franchise as well as providing a weapon to counter growing retailer power. They can also provide the basis for brand extensions, which further strengthen the firm's position and enhance value. In international markets, an important issue for the firm is how to use the same brand name in different countries, leveraging brand strength across boundaries。The present paper not only delves into the challenges of International Branding but also provides fresh perspectives and tactics for creating and sustaining a successful and innovative international brand. Leverage on this platform which focuses on true sharing and practical "how to" to gain deep insights into building a powerful international brand that lives and breathes the distinctive personality!2. Major Contents and Statement of the ProblemThe whole research study consists of three main parts, with a total of 50,000 Chinese characters.Part One: The definition of Brand and International Branding. Here is the famous advertising copywriter and ad agency founder David Ogilvy's definition of a brand: The intangible sum of a product's attributes: its name, packaging, and price, its history, its reputation, and the way it's advertised.In this article, we use the definition as that"Brand is an identifying symbol, words, or mark that distinguishes a product or company from its competitors."A brand name is the name of the distinctive product, service, or concept. Brands are usually protected from use by others by securing a trademark or service mark from an authorized agency, usually a government agency. Brands are often expressed in the form of logos, graphic representations of the brand. In computers, a recent example of widespread brand application was the "Intel Inside" label provided to manufacturers that use Intel's microchips.Branding as a kind of marketing communication for consumers aims to create an image by designing and promoting certain products or services, their brand names, and additional values. International branding is an example of interactive communication between marketers and consumers from different countries. Part Two: The challenges of Chinese International branding.There is currently a serious lack of professional brand knowledge and skill-set within companies in China, to actively enhance their brands and improve their financial value. Many corporate leaders still perceive branding as primarily related to corporate identity and advertising dollars. This is not accurate. Branding relates directly to business strategy and will become an integrated part of corporate management. Branding is now a crucial success factor for Chinese companies who want to create a long term competitive edge internationally. The present paper provides Chinese companies with a fresh perspective on international branding practices and its direct contribution to commercial opportunities and enhanced profitability.The another objective of part two is to look at the impact of different culture on international branding, that is, what kinds of cultural factors and the extent to which the marketer should take them into account.Part Three: How to manage your brand around the globe,"Think Globally & Act Locally".Recognizing the insurmountable challenges of globalizing a brand, Differing views prevail about whether to standardize or adapt international brands. Postulates that the international brand decision should be based on standardizing the brand′s core essence across countries and assessing the extent to which its execution requires local adaptation. To facilitate such an assessment proposes a demand-supply model. Through the case study, there was clear support for maintaining the core essence of the brand across countries and only adapting its execution to accommodate local differences.