Global brand planning (establishing a global brand presence by gathering information about all the relevant markets)

This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures and for how consumer perceives global and local brands and their responses in the event of failure present or absent related to brand performance and brand familiarity, brand presence and prestige, brand equity, product country match, country ethnocentrism.This research is conducted in regards to women consumers in two cities in North India related to global and local brands with impact of perceived brand globalness to brand failures present or absent scenario based on consumer responses. The research explored into four main factors as dependent variables on which PBG effects are examined and observed in failure present as well as failure absent scenario. This research consists of mainly two studies and two preliminary tests. Study 1 is executed basically to investigate and to test consumer responses towards brand failures of fictitious brands. Study 2 is designed to examine consumer responses to brand failures of established brands.The study found that PBG effects are more positive on Global brands as compared to the local brands and concluded that consumer is less negative and less impulsive to the global brands when they met failure scenario. The study could not find any significance and examined that customer ethnocentrism does not interrupt with buying behavior. This research was able to test whether global brands are still perceived superior to local brands in the context of Indian consumer and also test whether the effects of PBG on consumer responses to brand failures will be mediated by consumer attribution as blaming or fault accountable in the event of encountering.Int. J. Soc. Sc. Manage. Vol. 5, Issue-1: 18-30

The article employs the Go-Stop signal framework to examine Coca-Cola's global marketing strategy, with a view to identifying the factors that either encourage or deter consumer purchases. However, a key limitation of the research is its focus on Coca-Cola, which may not fully capture the diverse challenges faced by other global brands with different market dynamics. The article employs the Go-Stop signal framework to analyze Coca-Cola's global marketing strategy, identifying factors that encourage (Go signals) and inhibit (Stop signals) consumer purchasing decisions. Coca-Cola utilizes a variety of Go signals, including product diversity, emotional branding, and competitive pricing, to strengthen consumer loyalty and expand its market. These strategies are tailored to diverse cultural contexts, as seen in the localization of products like garlic-flavored Coke in Japan. Concurrently, Coca-Cola mitigates Stop signals, such as health concerns and environmental issues, through innovations like Coca-Cola Zero Sugar and sustainable packaging. The company also leverages data analytics to adjust its marketing strategies based on consumer behavior, ensuring relevance across different markets. The Go-Stop framework proves effective in guiding Coca-Colas global marketing efforts, allowing it to remain a dominant brand by responding to evolving consumer demands, economic conditions, and environmental concerns. This paper highlights the importance of balancing Go and Stop signals in maintaining Coca-Cola's global presence and brand loyalty.

If the organizational structure is the anatomy of the firm, the management processes are its physiology. Thus, effective global brand management is as integral to a multinational’s success as its short term capital management and long-term investment plan. Failure to do so inevitably leads to clotting, weakening, and mediocrity. Yet only 10 % of companies believe they have the full complement of executional capabilities required to win overseas. Global brands without effective management are truly vulnerable to globally integrated powerhouses and nimble local brands. To manage global brands effectively, companies need to take the process seriously and make it a strategic priority. They should (1) assign global brand responsibility and leadership; (2) develop a global brand planning system; and (3) execute global brand strategies in local markets within a common framework.

Infosys is a global leader in consulting, technology, and outsourcing solutions. This chapter examines the national and international context of the company, and its services and global presence. The strategy at Infosys is to strengthen the value of all its employees and constantly invest in developing their competencies. Infosys, being a global brand, might be interested in the knowledge and experience in a region such as the Northern Netherlands, but it would require several actions to be undertaken at the same time in the framework of the triple helix, by the government, industry and academia.

By studying consumer samples in an emerging market, Turkey, and two mature markets, Singapore and Denmark, the author tests the chain of relationships that drive consumers’ likelihood of purchasing the global brand in the presence of a local brand in a linear structural relations framework. The results indicate that perceived brand globalness is positively related to local iconness in an emerging market, but the relationship is negative in advanced markets. Developing local iconness helps build the perception of prestige in all three markets. Furthermore, local iconness is positively related to local brand quality perceptions in the culturally grounded categories of food in an emerging market, whereas in nonfood categories, local iconness has no connection to quality. In terms of cross-effects, as expected, the perceived quality of the local brand is negatively associated with global brand purchase likelihood in all markets and categories studied. In contrast, local brand prestige dampens global brand purchase likelihood for older consumers in an emerging market. The article concludes with implications for global and local brand managers.

In light of the alarming climate change situation, the focus of society on sustainability has been enhanced. The recent initiatives at national and international levels to significantly lower greenhouse gas emissions and to transition to carbon-neutrality have highlighted the urgency. For a more sustainably oriented society, an important shift is needed; hence, we need to invest in creating more knowledge about the importance of sustainability with different stakeholders, and appropriate marketing and communication strategies can make a big difference. Changes need to happen in all sectors of society. The wood furniture industry, textiles, and car industry all produce products that consumers need daily, namely, furniture, clothes, and vehicles. These industries also produce similar amounts of harmful emissions in their manufacturing processes, which considerably contribute to pollution. Our objective was to investigate and to understand how the chosen industries communicate about sustainability. The three-pillar paradigm of sustainability—economic, environmental, and social—was studied. We chose to compare these different industries as they are among those that contribute to greenhouse gas emissions, and they produce end-consumer products made from different materials. Furthermore, the representative companies are global brands with a strong brand name and presence. The wood furniture industry uses natural materials, while the textile and car industries are more limited in this regard, even if they use some natural materials, for example cotton. Communication about the sustainability of the selected companies in the mentioned sectors was analyzed by applying qualitative content analyses of existing online communication. The companies were selected based on previously defined criteria—the size of the company, geographical location, and brand value. An analysis of the online communication of these companies has demonstrated that the selected industries communicate mostly about environmental topics on their webpages, and less frequently on social and economic issues. The wood furniture industry, although utilizing renewable natural materials, communicates about sustainability similarly to the other two studied sectors. This gives rise to suggestions for improvements in this sector that could give them a leading role in the narrative on communication about environmental, social, and economic sustainability.

The Indian Premier League (IPL) has emerged as a global sports brand, successfully transitioning from a domestic cricket league to an internationally recognized event. This paper explores the branding strategies employed by the IPL that have facilitated its internationalization, including digital engagement, strategic media rights, and sponsorship partnerships. The analysis highlights how these strategies have contributed to the IPL's growing global presence, particularly through social media engagement and strategic partnerships with global brands. Despite the successes, the paper also examines the challenges the IPL faces in navigating cultural differences and competition in non-traditional cricket markets. The study concludes by offering strategic recommendations for sports organizations aiming for global expansion and addresses the limitations of relying on secondary data, suggesting areas for future research.

PurposeThis study aims to explore the hospitality and religious experience of Israeli travelers visiting the globally prevalent Jewish Orthodox Chabad Houses that provide religious, spiritual, educational and hospitality havens in their locales, regardless of the degree of observance.Design/methodology/approachUsing Schmitt’s (1999b) experiential consumption dimensions of Sense, Feel, Think, Relate and Act, this study measured the various visitors’ experiences, satisfaction and loyalty using a sample of 488 Israeli travelers obtained from online social media sites, popular with Israeli travelers.FindingsThe findings reveal that Israeli visits to Chabad Houses were primarily characterized by Act, Feel and Relate experiences like meeting fellow Israeli travelers, a sense of togetherness and a feeling of belonging. In predicting satisfaction and loyalty, the visitors’ religious experience did not play a major role, but rather the actual hospitality extended by their religious hosts, like a home-like feeling, comfort, tasty food and a sense of togetherness did.Research limitations/implicationsCollecting data from an online sample might yield results that would not be applicable to the typical Chabad House visitor. Due to the Chabad Houses’ global presence, their visitors’ experiences may vary from one house to another and the findings may not represent an accurate picture of the typical Chabad House visit.Practical implicationsTo continue its hospitality brand, the Chabad movement’s decision-makers should continue focusing on innovative visitor experiences and balance the religious and secular components of their hospitality, as well as consider carefully how to direct their marketing and operational budgets.Originality/valueAdding to the body of literature on travelers’ experience at religious sites, this research is a pioneering attempt to study and explore visitors’ religious and hospitality experiences while visiting small non-conspicuous religious centers that extend their global hospitality brand to travelers.

Aim/Purpose: This research aims to identify the key components of Suzhou’s city brand, evaluate the effectiveness of its integrated marketing communication (IMC) strategies, and propose actionable initiatives to enhance the city's global brand identity. By addressing these objectives, the study seeks to strengthen Suzhou’s position as a cultural and economic hub, providing practical recommendations for policymakers and marketers to improve its global recognition and appeal. Introduction/Background: City branding has emerged as a critical strategy for fostering economic growth, cultural prominence, and tourism development. Suzhou, known for its rich history, cultural heritage, and robust economic profile, faces the challenge of effectively positioning itself as a global city in a competitive international landscape. This study focuses on leveraging Suzhou’s unique assets to strengthen its city brand through strategic IMC initiatives. The research highlights the need to balance tradition with innovation to attract international audiences and investment by aligning the city's historical and cultural identity with contemporary marketing practices. Methodology: This qualitative case study explored Suzhou’s city brand and integrated marketing communication (IMC) strategies through primary and secondary data collection. Primary data consisted of in-depth interviews with 15 tourism brand managers from Suzhou’s cultural tourism industry, selected for their expertise in IMC and branding initiatives. Semi-structured interviews were conducted face-to-face with audio recordings (with consent) and supplemented by notes. Secondary data included reports, academic studies, and official documents, providing historical and contextual insights. Thematic analysis identified patterns within the qualitative data, supported by triangulation to ensure reliability and validity. Member checking allowed participants to review and verify interpretations, further enhancing credibility. This approach revealed both strengths and areas for improvement in Suzhou’s branding strategies. Findings: The study revealed that Suzhou’s city brand is anchored in four primary pillars. First, its rich historical and cultural heritage, characterized by well-preserved ancient architecture, classical gardens, and vibrant traditions, forms the cornerstone of its identity. Second, the city’s economic strength and market potential, driven by thriving industries and an innovation-focused economy, establish it as a regional economic powerhouse. Third, Suzhou’s high quality of life, combining urban conveniences with natural beauty, significantly enhances its appeal as a livable destination. Lastly, its diverse tourism resources, including UNESCO World Heritage sites and picturesque waterways, position Suzhou as a premier destination for both domestic and international tourists. To strengthen its brand, Suzhou has implemented effective IMC strategies. Social media campaigns promote cultural events, festivals, and tourism packages on platforms like WeChat, Weibo, and Instagram. Online advertising leverages targeted ads to reach global audiences, while promotional events such as trade shows, cultural festivals, and business forums showcase the city’s strengths. These initiatives have significantly bolstered Suzhou’s brand recognition, increased tourism, and enhanced its global reputation. Despite these successes, challenges persist. Inconsistent branding messages across platforms dilute the city’s core identity, while limited use of certain digital platforms and insufficient engagement with international audiences restrict Suzhou’s outreach. Addressing these challenges is crucial to solidifying its global brand presence. Contribution/Impact on Society: This research contributes to the field of city branding and marketing communication by providing actionable insights into how cities can leverage their unique assets to enhance global recognition. The study highlights how cities like Suzhou can integrate their cultural heritage, economic strengths, and tourism resources to create a compelling city brand. It also addresses challenges such as inconsistent messaging and underutilization of digital platforms, offering recommendations for improvement. For policymakers and marketers, the research underscores the importance of coordinated strategies for sustainable urban development, attracting investment, tourism, and talent, and ensuring long-term economic and cultural growth. Recommendations: To further enhance Suzhou’s city brand, it is recommended that a stronger synergy between online and offline marketing efforts be developed, a cohesive and unified visual identity be established, and marketing activities across various communication platforms be integrated. Additionally, existing challenges in marketing implementation should be addressed by focusing more on Suzhou’s cultural heritage, drawing inspiration from global best practices, and targeting specific audience segments, all of which would significantly strengthen Suzhou’s brand identity and appeal. Research Limitation: The study is limited by its qualitative approach and the relatively small sample size of 15 informants, which may not fully capture the diversity of perspectives on Suzhou’s branding efforts. Furthermore, the research focuses exclusively on Suzhou, making it less applicable to cities with differing cultural, economic, or social contexts. Future Research: Future studies should explore the long-term effects of IMC strategies on city branding through longitudinal research, offering insights into strategy evolution and sustained impact. Quantitative approaches could confirm variables in city branding and IMC, enabling a more robust analysis. Additionally, research on audience segmentation using demographic, behavioral, and psychographic data can enhance tailored marketing strategies. Comparative studies across cities could also identify best practices and innovative approaches to city branding.

This article explores the important role of content creation in shaping brand identity and its significant impact on global brand building. As brands increasingly operate in a digitally connected world, content creation has become a cornerstone for establishing and maintaining a cohesive brand presence across different markets. The article examines how content creation strategies enable brands to transcend geographic boundaries, engage different audiences, and build a consistent global brand identity. The analysis is soiled in a comprehensive review of relevant literature, case studies, and market data. By examining successful global brands, such as Coca-Cola, Nike, and Netflix, as well as insights from the client's experience with top African content creators, the article identifies the strategies and challenges involved in global content creation. The review also draws on established theories of global branding and digital marketing to contextualize the findings within the broader space of brandbuilding practices. The study reveals that content creation is important in engaging global audiences and reinforcing brand identity. Storytelling, visual and written content, and consistency across multiple platforms are essential elements that contribute to a brand's global recognition and loyalty. The findings describe the importance of localization and cultural sensitivity in content creation, expressing how brands must plan their content to engage with different cultural audiences while maintaining overall brand consistency. The article identifies emerging trends, such as the rise of short-form content and the adoption of immersive media, as important areas for future brand-building strategies

Purpose The internationalisation of higher education is essential for global academic recognition and cross-cultural exchange. India, with its strong educational legacy, aspires to be a key global player but faces challenges in attracting international students despite initiatives like National Education Policy 2020 and Study in India. This study examines the barriers and strategic pathways to strengthening India's global higher education presence. Design/methodology/approach This study employs a systematic literature review (SLR), which is informed by a critical interpretive synthesis approach. It examines existing literature, policy documents and comparative global education frameworks to identify key determinants influencing international student mobility. It critically examines systemic issues within Indian HEIs and evaluates strategic interventions that can enhance India's appeal as a study destination. Findings The study highlights governance inefficiencies, infrastructure gaps, inadequate student support and curriculum misalignment as key barriers to India's global education competitiveness. However, India's affordability, cultural diversity and policy reforms offer growth potential. Strategic improvements in governance, curriculum, marketing and policy are crucial to closing the gap between aspirations and outcomes. Practical implications This article provides policymakers, educators and institutional leaders with a structured roadmap for strengthening India's position as an attractive international education destination. The recommendations focus on improving institutional frameworks, fostering international partnerships, enhancing student experience and leveraging India's competitive advantages to meet global benchmarks. Originality/value This study offers a first-of-its-kind, comprehensive and multidimensional analysis of the internationalisation of Indian HEIs, integrating governance, curriculum, infrastructure and global branding. Unlike prior research focusing on isolated aspects, it provides a holistic perspective, advancing discourse on higher education internationalisation in emerging economies and laying the groundwork for future empirical studies.

Introduction. In an increasingly interconnected global marketplace, brands face the challenge of adapting their identities to diverse cultural and regulatory environments while maintaining a consistent global presence. Localization, beyond simple translation, plays a key role in aligning brand messages, products and services with local market expectations and norms. This study examines the impact of localization on global branding, focusing on how brands can effectively balance global consistency with local relevance. By analyzing the latest research and emerging trends in localization, the study aims to provide insights into optimizing localization strategies to succeed in international markets. Purpose. The purpose of this study is to analyze the role of localization in the development of successful global brands, exploring how brands can effectively balance global relevance with local relevance, as well as to examine the impact of localization strategies on brand success in international markets, identify emerging trends, and provide practical recommendations on how to optimize localization efforts to strengthen market presence and consumer engagement. Method (methodology). The study used the information method of a comprehensive review of the available literature and recent research on localization and global branding, methods of system analysis, classification and comparative analysis, as well as generalization to theoretically substantiate and summarize the material. Results. The study examines how, while translation is a fundamental step, effective localization involves subtle adaptations that fit the local cultural and regulatory context. Emerging trends are identified, such as hyperlocalization, the use of artificial intelligence for real-time localization, and an emphasis on cultural sensitivity and sustainability. These findings highlight the need for brands to integrate both global consistency and local relevance into their strategies. The insights gained can help brands develop effective localization strategies that cater to local preferences while maintaining a unified global identity.

This study examines how Starbucks, as a global brand, employs glocalization strategies in its interior design by incorporating local architectural elements into standardized global formats. The primary objective is to analyze how local and global elements are integrated into the design of the second-wave coffee shops, a globally recognized brand, and to evaluate the balance between these elements from a design perspective. To achieve this, six Starbucks stores, selected as the sample for the current study, located in the EMEA (Europe, Middle East, and Africa), Asia-Pacific, and Japan regions were examined. The research focused on key interior design components, including vertical structural elements, flooring, ceiling features, openings, furniture, and decorative details, assessing them within the framework of local and global characteristics. A qualitative research approach was adopted, employing content analysis to systematically evaluate the selected stores. The originality of this study lies in its structured examination of how glocalization strategies manifest in interior spaces through regional variations. The findings reveal that local elements such as ceiling types, materials, and seating styles were consistently integrated to reflect regional identities, while standardized lighting and furniture layouts preserved the brand's global coherence. Thus, the findings show that integrating local motifs into spatial design enables global brands to establish a meaningful connection with the local cultural context while maintaining their global identity. This balance not only enhances user experience but also reinforces brand identity through culturally resonant spaces. Overall, the research underscores the significance of preserving cultural codes in interior design as a means of fostering commercial success for global brands. By offering a framework for incorporating glocalization strategies in spatial design, this study provides valuable insights for designers and brands aiming to achieve cultural sustainability while maintaining a strong global presence.

For the past ten years, consumer brands have heavily relied on traditional Business Intelligence (BI) solutions to enhance the growth and profitability across the organization. As the organization expands the need for enhanced, comprehensive, integrated, and intuitive BI solutions is increasing. To meet the need for such solutions organizations started exploring solutions for solutions. The Traditional BI tools usually cannot see the big picture because of their siloed nature, limiting the capacity of strategic decision making. This is where the Cross-functional BI solutions come into the picture offering critical benefits by bringing the capabilities of integrating data from multiple sources and giving a consolidated perspective on the organization’s performance. In this white paper, we present the costs and the benefits of implementing cross functional business intelligence solutions for brands that have a global presence. These solutions will enable decision makers and leaders to view holistic, data- backed insights across the organization. Recent Gartner studies emphasizes the importance and demand to shift towards data supported cross performing BI tools and dashboards. This paper also addresses the challenges in implementing these solutions. The most common problems are data integration issues, cultural resistance, and the need for strong data governance principles and structure. For each challenge there are solutions, especially in data-rich world with enhanced solutions, we will also discuss proven methodologies to overcome challenges, some of these methodologies involve organizational readiness assessment, se- lecting appropriate BI tools, and implementing effective change management strategies.

This paper examines the market strategy of L’Oréal, one of the world’s leading cosmetics groups, and the impact of its business activities on brand performance. The research focuses on the multifaceted approach of L’Oréal in leveraging its global presence and diverse brand portfolio to enhance market performance. By analyzing L’Oréal’s strategic initiatives, including product innovation, digital marketing, sustainability efforts, and regional market adaptation, the study explores how these activities contribute to the company’s competitive advantage and financial success. The paper draws upon a comprehensive analysis of L’Oréal’s business activities review to understand the correlation between strategic and brand performance. It also considers the role of L’Oréal’s marketing mix and the application of SWOT analysis to evaluate the strengths, weaknesses, opportunities, and threats faced by the company. The findings contribute to the existing body of knowledge on corporate strategy and brand management, offering valuable insights for both academicians and practitioners in the field of marketing and business management. The study concludes with recommendations for L’Oréal to sustain its market leadership and further enhance brand performance through strategic business activities.