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Global Marketing

How the Las Vegas Raiders can strengthen their Global Brand

The Las Vegas Raiders are an American football team. They have been around since 1960. Since their inception, they have accumulated fans from all over the world. They are beloved for their colors and their rebel image. Their fan base is so big that they are referred to as the “Raider Nation”. This blog will […]

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Global Marketing

How Kobe Became a Global Brand

Kobe Bryant is best known for his success on the basketball court. His accolades list includes five-time National Basketball Association (NBA) champion, two-time NBA Finals Most Valuable Player (MVP), two-time Olympic gold medalist, and fourth all-time leading scorer. Many fans would argue that Kobe became the image for the NBA during the 2000s when the […]

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Global Marketing

Global Branding Strategies

Solo Branding can best be explained by a parent company launching stand-alone individual brands. For example, Procter and Gamble (P&G) brands like Pampers, Tide, and Gillette are all stand-alone brands. Rather than branding Tide as “Tide by Procter and Gamble,” P&G strategically allows each brand to have its own identity. Simply put, Tide is Tide […]

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Global Marketing

The case for Adaptation over Standardization

Global brands tend to find themselves in a conundrum when it comes to the choice of whether to standardize or adapt to new markets. Choosing what to do is an interesting topic of discussion. It is such an interesting topic that the brightest MBA professors tend to pose this question on their Midterms. Each option […]

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Global Marketing

Global Branding vs. Glocalization

Global Branding Global branding uses a standardized strategy to maintain a consistent brand image and identity around the globe. Global brands seek to standardize their positioning, advertising, personality, and product offering. (Harvard Business Review). Prime examples of companies using global branding include Google, Apple, Amazon, and Nike. Further analysis of Apple will illustrate the company’s […]

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Global Marketing

What can the NFL do to strengthen its Global Brand?

The NFL is currently the most popular sport in the United States. Outside of the United States is another story. Soccer, otherwise known as football, reigns king. The NFL may never be able to compete with soccer, but, they can surely benefit from strengthening their global brand. By strengthening their global brand they can potentially […]

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Global Marketing

Global Branding Strategy: Nike Analysis using 4 Ps

Company Overview Nike, a leader in sportswear, has a current brand valuation of 34.8 billion. (Statista.com). Nike provides customers with athletic clothing, shoes, and equipment. Nike’s primary resource that allows it to remain competitive is its brand. The Nike brand is powerful because it provides customers with information about the product, it increases consumer utility, […]

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Global Marketing

Best Ways to Build a Global Brand

Consistency Companies that use global brand management focus on consistency across markets and products, meaning that a brand presentation looks similar across geographic regions (Harvard Business Review). For example, Wal-Mart is known in the United States for being a low-cost retail industry leader. Wal-Mart has successfully maintained its competitive advantage due to its operational expertise […]