When selling products/services in foreign markets, it is crucial that those in charge of setting the prices of these products/services understand the numerous factors that go into setting these costs. For example, some of these factors include… Consumer perceptions, expectations and ability to pay. Need for the product in the market. Market structure. Market growth […]
Global Marketing Channels Marketing channels are crucial both on a global and domestic level, and ultimately create utility for the customers. The physical flow of goods or services through channels is how companies can distribute and market their brand. Channels are made up of a coordinated group of individuals or firms that perform functions that […]
So, you’ve decided to take your brand global—congratulations! Before you begin, consider the following question: Should you manage a global account or pursue a localization strategy? The answer is likely a bit of both. The Appeal of Global Branding “As more and more companies come to view the entire world as their market, brand builders […]
Social media has connected the global world unlike ever before, making communication easier and transforming human connection. With many people across the world staying home to prevent the spread of COVID-19, we are using social media and consuming new information at staggering rates. Many of us are having virtual happy hours or tagging friends in […]
Coronavirus has taken over our lives, no matter where you live, from working-at-home, to stay-at-home orders, to people getting sick. This has taken a major toll on consumption for all industries. Given the losses the companies are seeing, how are they marketing during this time? While it is still too early to determine long-term effects, […]
What is Global Branding? A typical definition of a global brand is “a brand that is marketed under the same name in multiple countries with similar and centrally coordinated marketing strategies” (Czinkota & Ronkainen 2006). Global brands have the goal of creating and maintaining a consistent identity with consumers all over the world. This can […]
In the last 18 months, the West saw a rise in Korean influence, notably within the beauty and cosmetics industry. Estimated at around $13 billion in 2017, Korean beauty, or K-beauty, trends soared across Asia and resonated across the world. What’s all the hype about? I went into a deeper dive into the Korean cosmetics […]
In today’s connected world, businesses are no longer limited to turning to their local populations for prospective customers. Advertising internationally, however, comes with an entirely new set of considerations. Different time zones, creative localization and potential issues with ad delivery are all common pitfalls. Different time zones create the potential for ads to run at […]