Human Resources and Branding - Treating Job Applicants Like Customers
It may be necessary to maintain the same brand name in international markets if there is a need to portray certain good qualities about the mother company, if a company has expanded through organic growth, if the company sells a limited range of products or if the company employs similar technology, if there is a hierarchal organisational structure and if there is a wish to leverage domestic power to other international markets. Companies are not just focusing on local markets in their service and product provision.
Brands are a fundamental part of any company's key strategy.
Reasons why a company should market its products under a global brand name
Some companies may have made quite a name for themselves in the domestic markets. It would therefore be advisable to maintain the same brand for such companies when venturing into global markets.
Another aspect that could make certain companies stick to the same brand name is the integration of regional markets. Consequently, it would be advisable to create brand names that can accommodate numerous countries all at once. A good example of such a company is Shell. The Company deals with various petroleum products. The company tailors its products for sportsmen; this is their ideal market. This visual identification acts as a strong point for the success if the company's brand. The company has other branches in the world but has stuck to its brand name because it has a rich tradition.
The way a certain company chose to expand is another determinant factor of whether or not certain company would choose to maintain their brand structure. If a company has been administered by managers from the same family or by the proprietor of the company, it would make more sense to stick to one brand name in the international market.
It is necessary to adopt the same name in the global market when a company deals with standardised products throughout its international markets, then it is quite common to find that those companies will maintain the same name. Such companies rarely vary their products in different countries.
Sometimes some products may be needed by various countries located throughout the world. This mostly arises when particular companies deal with highly competitive international markets. This company normally places its logo on all its products sold throughout the world. This company wants to depict a string brand image worldwide by placing its apple logo in different products sold worldwide.
By maintaining the same brand name, the company is able to illustrate that all its products regardless of their type have been engrained with the company's qualities of reliability and reassurance in technology.Circumstances that would necessitate the use of different brand names in different countries
Some international companies may choose to merge with others in their target markets. It may be difficult to penetrate their target market if their names do not appeal to domestic markets as recommended by the domestic companies. Beside this, certain companies that join given international companies deal with certain products. In a country like Chile, the company acquired a sauce company; it therefore had to include the brand names of those sauces under its wing. Similarly, in Germany, the company acquired a company dealing with the sale of mashed potatoes called Pffani. Afterwards, the company then makes the local company a base that will allow them to distribute some of their products.
Some companies have numerous products which they deal with. This is especially with regard to companies that deal with food products. It may therefore be better to introduce certain brand names to certain countries only if those products do very well in those particular companies. One such company is Best Foods. The company has certain products that are just limited to its mother country like Pffani potatoes. For example Coca Cola uses the same name for the cola brand.
Some countries may choose to market their products under different names so that they can clearly distinguish various products. For example a company like Mars uses the same product name for drinks and food products created by the company.
Barwise et al (1992): Brand Portfolios; European Management Journal, 10, 3 (September), 277-285
Douglas, S. et al (1996): Global Portfolio Planning and Market Interconnectedness; Journal of International Marketing, 4, 93-110
Keller, K. (1998): Strategic Brand Management; New Jersey: Prentice Hall.
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