Abstract Brands play a critical role in a firm's international marketing strategy. A coherent international brand architecture is a key component of the firm's overall international marketing strategy as it provides a framework to leverage strong brands into other markets, assimilate acquired brands, and rationalize the firm's international branding strategy. This paper looks at the various components of international brand architecture and the different types of architecture found among a sample
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What’s in a name? Branding: what it means to you and your customer t is quite ironic that the words ‘‘brand’’ and ‘‘branding’’ have become so widely used in the business arena over the past few decades yet so many people fail to agree on what they mean. To illustrate the point, David Haigh and Jonathan Knowles, both executives in branding, offer three of the definitions in currency: I 1. ‘‘A logo and associated visual elements.’’ This, the most focused of the definitions, sees a brand
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EXAMINING THE CRACKS IN THE CEILING: A Survey of Corporate Diversity Practices of the S&P 100 March 2013 Table of Contents FOREWORD ....................................................................................................... 1 EXECUTIVE SUMMARY ................................................................................. 2 EXAMINING THE 10 KEY INDICATORS .................................................... 7 1. Equal Employment Opportunity (EEO) Policy ...................
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Capture Customer Experiences Emma Macdonald, Hugh Wilson, and Umut Konus How to Play Marco Polo When Setting Prices Rafi Mohammed Beyond Mass Customization B. Joseph Pine II Understand Your Customers with Colored Pencils and Cartoons Eddie Yoon Coca-Cola Marketing Shifts from Impressions to Expressions Joe Tripodi Memorable Events Are the Most Valuable Experiences B. Joseph Pine II Why Nokia’s Collapse Should Scare Apple Patrick Barwise and Seán Meehan CONTINUED ON NEXT PAGE www.hbr.org
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The Strategy of International Business Learning objectives • Explain the concept of strategy. • Understand how firms can profit from expanding globally. • Understand how pressures for cost reductions and pressures for local responsiveness influence strategic choice. • Be familiar with different strategies for competing globally and their pros and cons. In this chapter the focus shifts from the environment to the firm itself and, in particular, to the actions managers
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11/3/2008 FIN720 | Baitshepi Tebogo| 9302747|MBA | term paper | CAPITAL STRUCTURE AND DIVIDEND POLICY DISCUSSION: How does Standard Chartered Bank Botswana contribute to this discussion? | TABLE OF CONTENTS Abstract 3 Historical Background 4 Literature Review 6 Research Objectives 21 Methodology 22 Challenges 23 Methods 24 Data Analysis 25 Conclusion and Recommendations 27 References
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It's here. Finally. Kiehl's, the venerable - and extraordinarily popular - Old World apothecary with New World style has arrived with its first free-standing store in Canada, unique, word-of-mouth marketing strategy in tow. The chain's 152-year-old flagship store in New York City is known for having waiting lines of customers. They're drawn by the New York-based retailer's signature look combining a line of approximately 150 custom-manufactured, Kiehl's-branded products, utilitarian packaging, elegant
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Reducing cultural shock with global brands and advertising Eliane Karsaklian - Advancia-Negocia Abstract This paper aims at demonstrating that expatriates represent a specific target for companies as they tend to consume global brands during their stay abroad in order to avoid cultural shock and thus should be addressed with specific communication. The literature review articulates global brands and advertising with cultural shock, explained on the basis of Trompenaars and Hampden-Turner’s dilemmas’
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Green Marketing: A path for achieving Competitive Advantage through Customer Satisfaction, Trust and Confidence. Introduction In 1970s the word “GREEN “grabbed the attention of industrialist & others. Green is coined in Europe to refer to a particular politics & lifestyle . The concept is famous in United Kingdom & some other countries but it is unfamiliar in the international business environment due to the lack of universal consistent meaning. Green marketing incorporates a broad range of activities
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Global Social Networking and Media Industry Global Overview Executive Summary The purpose of this research is to analyze the global social networking and media industry and determine how and why individual competitors make money. We will take a further look into several topics including what defines the industry, the industry lifecycle, economic indicators, and examine several of the industry leaders including Facebook, Google+, YouTube and Twitter. By detailing how these social networking
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