10 most famous brand in the world



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  • APPLE
  • GOOGLE
  • 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
  • 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
  • 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


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