Why is Global Branding Important? Improved effectiveness in products or services over time Greater advantage against competitors Increased customer awareness Having a brand that is immediately recognizable has many benefits – especially if this is a favorable reputation. Increased revenue and loyal customers are some of the many benefits a firm may experience. Being recognized […]
What is Global Branding? Global brands are brands that are recognized throughout much of the world. Many companies intend to create global brands through various marketing and branding efforts. This global branding strategy is when a company effectively offers a product or service where the advertising, positioning, strategy, personality, that successfully look and feel are […]
For a universally needed product, you would think the packaging would not make a do or die difference in the success of the product. However, as discussed in class, something as simple as toothpaste can be the source of much corporate controversy. In the case of the Colgate Max Fresh rollout in the early 2000’s, […]
Although Business to Business (or B2B) marketing is such an integral part of many company’s success, it often gets overshadowed and overlooked by Business to Consumer marketing which could be seen as more appealing or exciting. This is probably because most people who are learning about this topic are consumers themselves, not businesses. Nevertheless, it […]
Understanding High- and Low-Context Cultures In different parts of the world, there are different native languages spoken. Some of these languages are very concise and clear (low-context) while others rely heavily on context clues in addition to what is being said (high-context). This is an extremely important distinction when doing business globally, because it can […]
Why analyze consumer behavior? Consumer behavior analysis can help marketers to develop products and campaigns that appeal to an individual or group of consumers. By understanding the thought process behind consumers’ problem recognition and decision-making, marketers can tailor their products or services to resolve the unmet needs or desires of consumers, leading to strong brand […]
The 2014 Winter Olympics were set to be hosted in Sochi, Russia, with roughly 10 major global sponsors endorsing the highly anticipated events. The Olympics, being truly global events, attract major players like Procter&Gamble, McDonald’s, Coca-Cola, General Electric… However, as the Olympics neared, these global companies were facing immense pressure from the media, their consumers, […]
Have you ever wondered how that cute pair of jeans showed up on your Facebook profile? Or the handbag you looked at earlier in the day? The answer is behavioral marketing. In today’s world, marketers can use consumer behavior to make a detailed, focused marketing campaign for each user. This is done by using your […]