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Global Marketing

The Search Engine War: Yahoo’s identity Crisis in light of Google’s Victory

  While many theories tried to explain Yahoo’s downfall in light of Google’s ascension, it is suggested that the difference in the companies’ brand tactics may be the most illuminating. While Google has aced brand strategy management, Yahoo has misstepped a definitive brand vision and the deficits have led to an identity crisis. Brand mission: […]

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Global Marketing

Building a Global Brand

Understand consumer behavior This idea plays to understanding the culture of your target market. For instance, doing business in China is much more long term and relationship based than the straightforward American business style. Making sure that you send the same level executive to negotiate with the Chinese is crucial. Not only that, but understand […]

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Global Marketing

The 6 tenets of Branding

Crafting your company’s brand image is the most crucial process in starting a new successful business and increasing the odds of maintaining it. Sometimes, the value of the brand become worth more than the hard assets of the company itself. By looking at the top global bands, we have defined six basic tenets of branding […]

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Global Marketing

Brilliant Global Branding in Action!

Although global branding can be a huge obstacle for companies looking to expand internationally, a few have done an excellent job of maintaining their brand image throughout the globe. Redbull – Redbull does a fantastic job expanding internationally, by hosting extreme sports events while promoting their product. Not only does this gain attention of their […]

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Global Marketing

Brand Gaga

Can celebrities be considered brands? Many researchers and marketers have defined brand and branding as the consumers’ perception of a product, service, or corporation. Brands are, however, not solely limited to these three. According to Gerrie Lim (2005), celebrities can also be considered brands, “there is an intriguing relationship between global celebrity culture and the […]

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Global Marketing

Lost in Translation!

When branding globally, it’s key to understand not only a company’s culture, but their language. Below we investigate seven different marketing blunders that could have been avoided with a more careful approach toward the studying of their target country’s language and culture. When Pepsi entered the Chinese market it launched with the slogan ‘Pepsi Brings […]

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Global Marketing

How Does Sephora Contours its Brand

Women are always fond of having best friends. The female bestie, diamonds, shoes, and bags are among their dearest pals. But, you know what else is considered as a woman’s best friend? Sephora. There’s a reason why we said Sephora and not makeup, it’s because of the distinctive approach that Sephora uses to merchandising that […]

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Global Marketing

McDonald’s India’s Token Orange Sauce

A big portion of Global Branding is product development. McDonald’s, as a global firm, is the king of shaping their product toward their targeted market. In the video below, we get to watch American’s reactions to McDonald’s India. The outcome is quite interesting. View here. Chicken Maharaja Mac – Note how some of the main […]