8.2 Critical Decision Points in Global Marketing
Key Takeaways
LEARNING OBJECTIVES
Understand the advantages and disadvantages of global branding.
Know the trade-offs of centralized versus decentralized marketing decision making.
Identify the special challenges of branding decisions in emerging markets.
A global brand is the brand name of a product that has worldwide recognition. Indeed, the world does become flatter to the extent a brand is recognized, accepted, and trusted across borders. Some of the most-recognized brands in the world include Coca-Cola, IBM, Microsoft, GE, Nokia, McDonald’s, Google, Toyota, Intel, Huawei and Disney.
Companies invest a lot in building their brand recognition and reputation because a brand name signals trust. The advantages of creating a global brand are economies of scale in production and packaging, which lower marketing costs while leveraging power and scope. The disadvantages, however, are that consumer needs differ across countries, as do legal and competitive environments. So while global branding, and consumer acceptance of such, is a flattener, significant country differences remain even when a firm has a strong global brand. Companies may decide to follow a global-brand strategy but also make adjustments to their communications strategy and marketing mix locally based on local needs.
阅读材料：Global markting introduction
案例分析：Case study: L'Oreal Global Marketing Strategis
视频：Global marketing strategy of Cocacola
课件分享：Introduction to global marketing
课后思考：FOOD FOR THOUGHT
When might a company prefer to make decentralized-marketing decisions?
List the advantages of a global-brand strategy.
Discuss the advantages of a multibrand strategy.
How can a company use the web to promote a global brand while at the same time localizing it?
