International marketing: Global brands, marketing

 

This presentation outlines a unique, interlocking process to identify and define global targets through forward-looking marketing research. All too often, pharmaceutical marketers have a haphazard pro ...

Stephen King's paper, published in Admap in October 1985, was written during a minor advertising downturn but just before what was, in retrospect, a 20-year bull market. He identifies the systemic tre

Migrating to one global brand can be difficult to justify. If it is the right move for a brand, there are significant advantages, such as effective marketing, strong synergies and global talent. But t ...

Multinational companies have been marketing internationally for decades. But huge strides in the living standards of Asian and Latin American markets combined with the globalising influence of the int

Eight local JWT planners give brief accounts of how the McDonalds brand is perceived in their local markets: UK, Brazil, Japan, USA, Australia, Lebanon, India and China. Perceptions vary: in developin

The article describes how Diageo manages global brand marketing. The 1990s trend to look for single global solutions changed after the millennium, as consumers began to rebel against globalisation; th

The article discusses the problems of implementing a global research programme. In all quantitative research, it is essential for cost-effective decision making to have common metrics which have been

The article discusses what 'global' and 'local' mean these days, and how they vary in different parts of the world. The local/global dichotomy may be false: there is a feeling that in hard times peopl

The changes and advances in account planning in recent years have largely failed to touch global planning, which tends to remain bogged down in concerns about structure and the global versus local deb

This article describes how global brands and marketing can produce positive effects through enhancing countries' social capital. Social capital is generated when there is a strong social fabric where

This article discusses the main findings of WARC's World Advertising Trends 2008. The data suggest that 2007 could be a defining moment for the global advertising sector, as the advertising world's ce ...

Everyday, 1.5 billion people, from over 200 countries, drink one of the 450 brands belonging to the Coca-Cola Company. Their motivation in doing so can vary from the physical to the social, and in an ...

For the first time in human history, more people live in cities than live in the countryside. The 'Megacity' is the very embodiment of the new form of teeming metropolis, with a varied mixture of oppo ...

Companies face a strong imperative to make their brands global. Confronted by shareholders demanding continually increasing returns, managers often look for growth in new markets abroad when their bra ...

The 2008 BrandZ Top 100 Most Powerful Brands survey found the global value of leading Chinese brands is climbing exponentially. This paper analyses the survey and asks whether these brands (which incl ...

Advertising planning for global markets requires an understanding of how markets vary and develop at different rates. Markets can be divided into three life-stages: adolescent (Saudi Arabia and Poland ...

This article poses the question of why there are so few case studies demonstrating success in multi-market campaigns. In the first instance, multinational campaigns are difficult to get right, and oft ...

This paper describes the experience of developing Orange's European mobile consumer segmentation and applying it to the UK market. The process started in 2003 with a major study in Orange's six main E ...

In this article, Leo van Sister, founder and partner of Brand Custodians®, discusses what makes successful global brands, and what keeps them as marketing powerhouses in a changing technical world.

This article challenges the conventional, centralised model for global marketing. It argues that the best ideas are likely to be produced at a local level and will stand the test of geography or cultu ...

The paper addresses the journey to global insights, acknowledging that simply having a global insight is not enough for building global brands. Having an insight is necessary but not sufficient! The i ...

Omar Mahmoud draws some useful lessons for people engaged in marketing from watching a DVD of Al Gore's movie, An Inconvenient Truth.

The forthcoming 2008 Olympic Games will establish China as the second largest world economy, and confirm the shifting of power from West to East. This article summarises the reasons for China's rapid ...

This article offers advice to US brand marketers trying to engage with fast-growing emergent markets. Five guidelines are offered: 1) understand the local infrastructure; 2) stay on the global message ...

With trade funding growing to some 20% of sales revenue, often at the expense of above-the-line budgets, Brian Moore, managing director of EMR-NAMNEWS, debates the increasing influence of key account ...

Making sense of change is key to business survival and business growth, particularly for a business serving the constantly changing needs and wants of consumers. This paper argues that identifying 'tr ...

The BRICs markets - Brazil, Russia, India and China - are coming under increasing focus. As well as being seen as potential future cornerstones of the world economy, they are significant markets today ...

While there is a significant body of research on the organizational climate that is conducive to innovation, most of this research has a strong 'western' bias, concept, practice or culture. How much o ...

For young people across the globe making a connection with like-minded friends and a social network is a priority and all of them are immersed in the process of ‘becoming’ who or what they aspire to b ...

This paper assesses the opportunity of offshoring for the market research industry, and examines the benefits and risk involved in the execution of the various market research processes from the persp ...