10 most famous brand in the world

• APPLE

• GOOGLE

• MICROSOFT

• COCA-COLA

• TOYOTA

Brands…

• A ‘name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.’
• Explains a product and what it stands for
• Brand is a function of
• Years of advertising
• Good will
• Quality evaluation
• Product experience
• Other attributes the market associates with the product
• Brand strategy at international level important
• Four Branding Strategies
• Luxury Brands
• Global Brands
• Multiple National Brands
• Private Brands

Multiple National Brands

• Global Branding May Not be Possible
• Translation has obscene meaning in foreign language
• It does not appeal to patriotic consumers
• Local brand has more market share or awareness
• Foreign country is reputed for the product (technology in Japan)
• Needs adjustments for
• Type of product
• Diversity
• Market needs and preferences
• Country Image Effect
• English Tea, French Perfume, Chinese silk, Italian leather…
• Adjust brand name that sounds close to the language of the country
• Country of Origin Effect
• Mandated requirement to write made in …
• Country of base material – Canadian law (cloths)
• Russians like foreign goods (Finland), but homegrown foods
• Europeans have love-hate relationship with US products

Private Brands

• Private Brands typically are not exported
• Private Brands are Threat to Foreign Brands
• Formidable competitors
• High margin
• Receive preferential shelf space
• Strong in-store promotion
• Appeal to consumers
• High quality as low price
• To maintain market share, global brands need to be priced competitively and provide real value to customers

Luxury Brands

• This sector is growing in emerging markets
• Differentiation
• Ego satisfying products/services
• Key message may Indicate
• Success, Confidence, ↑ mobility in Society
• Armani
• Burberry
• Coco Chanel
• Ferragamo
• Gucci
• Hermes
• Louis Vuitton
• Mont Blanc

VOCABULARY

• TASK FOR LESSON…..

Thank you for attention