International Branding - An Internationalization Approach on the Marketing Level

An Internationalization Approach on the Marketing Level

Business & Finance, Marketing & Sales
Cover of the book International Branding - An Internationalization Approach on the Marketing Level by Robert Tönnis, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Robert Tönnis ISBN: 9783638593663
Publisher: GRIN Publishing Publication: January 19, 2007
Imprint: GRIN Publishing Language: English
Author: Robert Tönnis
ISBN: 9783638593663
Publisher: GRIN Publishing
Publication: January 19, 2007
Imprint: GRIN Publishing
Language: English

Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of Applied Sciences Frankfurt am Main (Fachbereich 3: Wirtschaft und Recht), course: Marketing Management im internationalen Kontext, 20 entries in the bibliography, language: English, abstract: During the last decades, the globalisation importance has increased a lot. In this term, the crucial globalisation pushing strength - the homogenisation of markets and short PLC - did change the competition on international markets. The internationalisation from companies becomes also more and more important. Due to these challenges lots of companies do not consider to operate their business activity on an international scope, but they are thinking about the aspect of how to act successfully on international markets. Within the scope of internationalisation brands play an important role. The expansion of business activity on international markets is not thinkable without brands. Especially in terms of uncertain economic activities, the consumer is searching for orientation, trust and identification. The consumer will find all this in the brands. Regarding a company that decides to expand its international brand politic, there are different possibilities. On the one hand, because of the changing general framework it is necessary to have the integration of international activities. Besides, it is necessary to follow the company's strategy consistently without considering country-specific differences. On the other hand, critics refer back to existing national even regional distinctions. Therefore demonstrates determination of standardization and differentiation in the literature of Brand Management a very discussable point, especially when you talk about 'Global Brand'. Regarding to Specht, who declared: you will find the focal point of market centred activities in consumer goods marketing in the brand, so that there is a direct connection between and the global brand politic and the base of global market activities. Considering the terminology of international management, most of the brands are just in a status of a transnational, regional or 'Euro' brand today. Even brands like Coca-Cola or McDonald´s differentiate parts of their market development in certain countries. For this reason the theory, which has been noted on top, be explained more clearly: you must not understand brand management as a brand that always has to have exactly the same marketing mix. A brand is more global when the brand core, positioning and brand world are consistent.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of Applied Sciences Frankfurt am Main (Fachbereich 3: Wirtschaft und Recht), course: Marketing Management im internationalen Kontext, 20 entries in the bibliography, language: English, abstract: During the last decades, the globalisation importance has increased a lot. In this term, the crucial globalisation pushing strength - the homogenisation of markets and short PLC - did change the competition on international markets. The internationalisation from companies becomes also more and more important. Due to these challenges lots of companies do not consider to operate their business activity on an international scope, but they are thinking about the aspect of how to act successfully on international markets. Within the scope of internationalisation brands play an important role. The expansion of business activity on international markets is not thinkable without brands. Especially in terms of uncertain economic activities, the consumer is searching for orientation, trust and identification. The consumer will find all this in the brands. Regarding a company that decides to expand its international brand politic, there are different possibilities. On the one hand, because of the changing general framework it is necessary to have the integration of international activities. Besides, it is necessary to follow the company's strategy consistently without considering country-specific differences. On the other hand, critics refer back to existing national even regional distinctions. Therefore demonstrates determination of standardization and differentiation in the literature of Brand Management a very discussable point, especially when you talk about 'Global Brand'. Regarding to Specht, who declared: you will find the focal point of market centred activities in consumer goods marketing in the brand, so that there is a direct connection between and the global brand politic and the base of global market activities. Considering the terminology of international management, most of the brands are just in a status of a transnational, regional or 'Euro' brand today. Even brands like Coca-Cola or McDonald´s differentiate parts of their market development in certain countries. For this reason the theory, which has been noted on top, be explained more clearly: you must not understand brand management as a brand that always has to have exactly the same marketing mix. A brand is more global when the brand core, positioning and brand world are consistent.

More books from GRIN Publishing

Cover of the book Emerging Technology and Trends by Robert Tönnis
Cover of the book Marketing and customer orientation of Cisco Systems Inc 2009 by Robert Tönnis
Cover of the book UK Beer Industry Analysis by Robert Tönnis
Cover of the book The position of Rousseau on the Social Contract by Robert Tönnis
Cover of the book Mitarbeiterintegration: Verfahren und Ziele by Robert Tönnis
Cover of the book Objectives of Tort - Principles of Justice or Hidden Policy Considerations? by Robert Tönnis
Cover of the book Die Entwicklung des Vertrages über eine Verfassung für Europa by Robert Tönnis
Cover of the book The Fortune at the Bottom of the Pyramid: Eradicating Poverty through Profits by Robert Tönnis
Cover of the book Eugene O´Neill´s 'Long Day´s Journey into Night': The Destruction of the Family through Guilt and Failure by Robert Tönnis
Cover of the book Personal Relationships in 'A Passage to India' by Robert Tönnis
Cover of the book The importance of highland landscape as a metaphor for Scotland in Forsyth's 'Local Hero' by Robert Tönnis
Cover of the book Cross-Cultural Communication between Men and Women by Robert Tönnis
Cover of the book The Status Quo of E-Commerce. A Theoretical and Practical Approach to Consumer-Bahaviour in E-Commerce by Robert Tönnis
Cover of the book Prarie Farmers by Robert Tönnis
Cover of the book Migration in Germany - Violent crimes committed by young men of foreign orignis by Robert Tönnis
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy