產(chǎn)品與品牌戰(zhàn)略(文件)
【正文】 balization ? Research the alternatives of extending a national brand versus adopting a new brand identity globally ? Develop a panywide munication system 16 Global Brand Development ? Develop a consistent planning process ? Assign specific responsibility for managing branding issues ? Execute brandbuilding strategies ? Harmonize, unravel confusion, and eliminate plexity 17 Local versus Global Products and Brands: A NeedsBased Approach Physiological Safety Social External/Internal Esteem Selfactualization 18 Country of Origin as Brand Element ? Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries – Japan – Germany – France – Italy 19 Packaging ? Consumer Packaged Goods when the packaging is designed to protect or contain the product during shipping ? EcoPackaging because package designers must address environmental issues ? Offers munication cues that provide consumers with a basis for making a purchase decision 20 Labeling ? Provides consumers with various types of information ? Regulations differ by country regarding various products – Health warnings on tobacco products – American Automobile Labeling Act clarifies the country of origin, and final assembly point – European Union requires labels on all food products that include ingredients from geically modified crops 21 Aesthetics ? Global marketers must understand the importance of visual aesthetics ? Aesthetic Styles (degree of plexity found on a label) differ around the world 22 Product Warranties ? Express Warranty is a written guarantee that assures the buyer is getting what they paid for or provides a remedy in case of a product failure ? Warranties can be used as a petitive tool 23 Extend, Adapt, Create: Strategic Alternatives in Global Marketing ? Extension – offering product virtually unchanged in
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