Global Branding Strategy Research Articles

Formulating Global Branding Strategies in the Context of Cultural Differences

The article examines how cultural differences impact the development of global branding strategies, which is critically important in the context of globalization and market integration. It emphasizes that the essence of this issue lies in the need to consider the cultural characteristics of various countries and regions when creating and implementing global branding strategies. The article explores how cultural differences affect brand perception. It notes that what is positively received in one culture may be misunderstood or even offensive in another. It is crucial for brands to adapt their messaging to align with the cultural norms and expectations of their target audience. It is argued that global branding strategies need to be adapted to local conditions, which includes adjusting advertising campaigns, product assortments, packaging, and pricing policies. The article highlights the importance of language barriers and communication, noting that language is a critical component of global branding. Not only can the text of advertising materials, but also brand names, slogans, and even colors carry different meanings across different languages. The article also discusses the significance of cultural norms and values, which can influence consumer reactions to a brand. It stresses the importance of considering legal and ethical norms that may vary between countries, including regulations regarding advertising, consumer rights, and cultural taboos. It is determined that companies have a choice between two main strategies: adaptation or standardization. Adaptation involves modifying branding to fit local cultural conditions, while standardization focuses on maintaining a consistent brand identity on a global scale. The choice between these strategies depends on market characteristics and the company’s business goals. The necessity of thorough market research and analysis of cultural specifics for the successful implementation of global branding strategies is emphasized. This helps in gathering crucial information about consumer preferences, competitors, and market trends, which aids in developing effective strategies. The overall conclusion of the article underscores that accounting for cultural differences is critically important for successful global branding, and companies that can adapt their strategies to the cultural characteristics of their markets gain a significant competitive advantage. The type of article is theoretical.

БРЕНД-МЕНЕДЖМЕНТ КОМПАНІЙ В ГЛОБАЛЬНОМУ КОНКУРЕНТНОМУ СЕРЕДОВИЩІ

This article is devoted to defining the growing role of brand management in companies in the context of intensifying competition in the international markets of goods and services. The turbulence of the marketing environment creates a demand for increasing the efficiency of management technologies. One of the most effective tools in the international marketing activities of companies is brand management. The purpose of this article is to reveal the benefits and risks when companies use global brand management. To study this issue, a set of methods was used, including analysis and synthesis, empirical and statistical analysis; comparative analysis; and systematization. Based on the data of international research and consulting organizations, the article presents a quantitative measurement of certain aspects of the implementation of global brand management strategies. The result of the study is the disclosure of the content of competitive advantages achieved by companies when they choose a global branding strategy. Among the priorities are the following: increasing customer loyalty in the markets where the company operates; improving brand awareness and perception; improving the financial performance of an international company; improving the company's reputation; attracting and retaining talent. The factors that can complicate the implementation of global branding approaches include the persistence of differences in consumer and business cultures in different foreign markets, peculiarities in the institutional environment of different countries that affect the conditions of registration and legal mechanisms for protecting trademarks in different jurisdictions, a more positive perception of local brands of national businesses in the context of the intensification of new economic nationalism at the level of regulatory policies and consumer sentiment. The theoretical significance of the study is to expand knowledge about achieving a balance between global and local determinants that define the success of international companies in the context of increased competition in international markets for goods and services. The practical value is due to the search for new mechanisms to enhance the competitive position of domestic companies in global markets in the context of forced business relocation during the war between Ukraine and russia. Prospects for further research are seen in the systematization of empirical material and cases on the implementation of effective brand management strategies by domestic businesses in foreign expansion.

Dominance of global brands in the consumer shopping cart: analysis of customer preferences at the global level

The relevance of the study lies in the fact that global brands have significant penetration into the consumer shopping cart of buyers around the world. Due to increased competition with local brands, as well as between multinational companies themselves, the portfolio of key players in the FMCG segment includes hundreds or even thousands of different brands. The purpose of the study is to analyze consumer preferences for everyday goods on a global level, as well as to forecast the main trends in the future development of this market. In accordance with this goal, the following research objectives have been developed: to analyze which brands have the largest global consumer reach, to determine which companies own these brands, and what strategies these companies use (global and local branding strategies). The study also aims to determine in which countries consumers prefer global brands and in which countries they prefer local brands, and whether the development of discount supermarkets affects consumer choice. The study uses general scientific and special scientific methods, such as comparison, analysis and synthesis, generalization and inductive method, as well as scientific articles, reports of consulting agencies, and financial reports of companies. As a result, it was found that global brands occupy approximately one-third of the consumer goods market at the global level, but there are a number of regional and country differences. It is also proved that the own brands of discount supermarkets are of particular importance, which creates competition for international brands. The results can be used in the following scientific studies, as well as in the development of methodological recommendations for improving the competitive position of global brands, both globally and in individual regions and countries.

The effect of government support on global branding strategies: Evidence from Turkey

This study investigates how government support affects branding strategies in Turkey. As the metodology, interviews were used focus group interviews to elicit the managers' thoughts. Drawing upon a focus group interview containing one Turkish carpet company that is in the TURQUALITY program from 2019 to 2022, the effect of government support on local brands to become global brands’ ability has been investigated. The results show that senior management support is needed to prepare the company’s plan, and the importance of increasing the use of digital sales as well as traditional channels should be included among the targets. Another important conclusion suggested by our results is that government incentives would suffice to drive internationalization and sales success. Beyond that, the most significant contributions to companies' marketing and brand performances by government support are increasing the international sales compound annual growth rate and shifting the company from a production-focused to a marketing-focused company.

Alfamart brand communication on expansion retail business in the Philippines

ABSTRACT
 In a guideline, the global brand company is broadly positioned around the world. In case the brand could be a premium estimated brand, it could be a premium cost around the world. The application of a global brand ought to too be indivisible from the part of the branding and key communication that makes difference in companies entering the domain of other countries. But what makes a brand profitable and how profitable is it? What could be a global brand and why are there still neighborhood brands? The spread of the COVID-19 pandemic in Southeast Asia, made global business lines run slowly and had to force business people to rack their brains to survive during a pandemic. The establishment of a lockdown policy has also hampered the distribution of retail goods as one of the impacts of the COVID-19 pandemic. However, it is different from Alfamart, which was able to survive during the pandemic with a decrease in net profit at the end of the third quarter of 2020 with a fairly small figure of -1.85% (Hafiyyan, 2020a). One of the strategies revealed is the expansion of Alfamart received a positive response in the Philippines competing 7-Eleven, Mini-Stop, Allday, Family Mart, and Lawson. So throughout 2020 Alfamart managed to open more than 1.000 new stores in Metro Manila and nearby province. The global brand communication strategy used by Alfamart to deliver strong brand awareness to Filipino customer mind and made Alfamart's brand positioning as a super minimart that serves the community. According to the above exposures, Alfamart is considered a successful brand in Indonesia that expand its global retail business in Southeast Asia since the COVID-19 pandemic that spread throughout the world. It is exciting research, Alfamart has not become the primary choice of consumers to shop at minimart or convenience stores in the Indonesian market itself. It is also inseparable from the brand communication strategy used by Alfamart to build strong brand awareness in Filipino consumers' minds. This research method is the case study, continuing to data analysis using the pattern matching of the informant insights and findings. The authors focus on describing the strategy of Alfamart Philippines to communicate its brand awareness in the community. Then, analyze the pattern matching of Filipino customers’ perceived brand of Alfamart through interviews with informants. The research findings are that Alfamart has expanded rapidly to open more than 1.200 stores since 2014 to help the community at Barangay (a remote area of the Philippines) for jobs and serve groceries product especially frozen food so that Alfamart become an "extended pantry" to their home. Alfamart’s accessibility and brand positioning as super minimart for Filipino customers built strong brand awareness as a global brand from Indonesia.

The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market

PurposeScholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous impact of advertising efforts, distribution intensity and store image on global brand loyalty (GBL) of fast-moving consumer goods (FMCG) in emerging markets. This study aims to fill this gap.Design/methodology/approachThis study adopts (1) established theoretical lenses: brand equity, marketing mix and cue utilization theories, (2) a mixed-methods approach: a focus group and two surveys and (3) structural equation modeling on two samples of consumers (one homogeneous and one heterogeneous) of global soft drink brands in Vietnam.FindingsThe study reveals significant and nonsignificant relationships among the selected marketing mix elements and brand loyalty and its antecedents of global FMCG. Slight differences in these relationships among the two samples are found. The existing scales are also reconciled with more suitable indicators. The results significantly contribute to the existing knowledge on marketing mix, brand equity and GBL, and global consumer culture.Originality/valueThis is the first study to investigate the simultaneous effects of advertising efforts, distribution intensity, and store image on brand loyalty and its antecedents of global FMCG in an emerging market. The findings will help practitioners develop suitable global branding strategies to manage global brand image and achieve consumer loyalty across emerging markets.

The effect of customer ethnocentrism and customer participation on global brand attitude: The perspective of Chinese customer

Due to a globalized economy, most multinational companies have shifted from a multi-local strategy to a global branding strategy to help them maintain their brand image as a globally recognized brand. Global branding can lead to advantages for multinational companies, such as enhancing economies of scale, scope, and logistics. Understanding customer ethnocentrism in the context of global brand management is important when determining global positioning and branding strategies. In this study, 333 Chinese respondents participated through an online survey to investigate the implications of customer ethnocentrism for multinational brand products from the Chinese perspective. The results of the study indicate that the perception of the affective reaction of ethnocentric Chinese consumers influences brand attitudes (e.g., love, image, satisfaction, loyalty) through customer participation. However, customer cognitive bias and behavioral preference tendencies did not influence customer participation. This study contributes to the existing literature on global brand management by establishing a role for customer ethnocentrism. In addition, for marketers and practitioners, the findings of this study provide guidance for developing marketing strategies for multinational branded products.

Employer Attractiveness of MNEs - A Cross-National Conjoint Analysis on the Role of COO and CSR

In today’s globalized world, multinational enterprises (MNEs) have increasingly expanded worldwide, meaning they need to recruit talent abroad. Nevertheless, the extant recruitment literature lacks an international perspective, as most research has been conducted in a single context and in developed countries, creating a gap regarding how MNEs can develop optimal international recruiting strategies. Based on a cross-national conjoint analysis in an emerging country (Vietnam) and a developed country (the US), we calibrate the relative importance of organizational/job attributes, especially those with symbolic value such as MNEs’ country-of-origin (emerging vs. developed) and CSR, together with other instrumental factors (e.g., pay, career opportunities), to young applicants in the two countries. Our results reveal some differences, particularly in that the way applicants from an emerging market attach more value to the economic dimension of CSR, but less value to the social and environmental CSR dimensions. Despite the persistence of certain cross-national differences, the overall influential structure on job choice remains largely similar across countries, opening up the possibility for a global employer branding strategy. Our results, moreover, suggest that symbolic attributes are as important as instrumental attributes to applicants; most interestingly, the economic dimension of CSR and country of origin are even considered more important than salary in Vietnam.

Impact of perceived brand localness and globalness on brand trust to predict customer responses towards retail banks: the case of Trinidad and Tobago

PurposeThis paper compares the relative influence of perceived brand localness (PBL) and perceived brand globalness (PBG) on customer behavioral responses of brand loyalty (BL), willingness to pay price premiums (WTPP) and positive word of mouth (PWOM) towards retail banks. It further examines the mediating effects of brand trust (BT) on these relationships.Design/methodology/approachData were collected from 320 retail banking customers in Trinidad and Tobago and analyzed with exploratory factor analysis and multiple regression analysis (MRA).FindingsThe findings show that PBL has a more substantial impact on BL, willingness to pay a price premium and PWOM compared to PBG. The results also show that BT mediates the relationships between PBL and PBG on customer brand-related responses. The effect is more substantial for brands perceived as local.Practical implicationsThe findings have important implications for banks in developing countries and suggest that localized positioning and branding strategies will trigger preferential brand-related responses in retail banking services. The paper ends with a discussion on the practical implications of these findings and present future research opportunities.Originality/valueThe paper responds to the rising skepticism and discomfort with globalization. It offers bank managers valuable insights on how global and local branding strategies affect brand-related outcomes. The study contributes to the literature by empirically comparing the effects of PBL and PBG in retail banking and demonstrating the unique contribution of BT in explaining why customers respond differently to global and local brands. It also simultaneously considers multiple customer responses.

Analysis of Marketing Strategy and Successful Leadership in a Case of Hyundai Motor Company

Hyundai leads the automobile industry and has made very positive contributions to the overall achievements of economic and social values. Kang et al (2014) pointed In constructing global marketing strategy, Hyundai Motor’s vision is "Lifetime partner in mobility and beyond" and its goal is global top 3 brand by year 2015 through modern premium brand image and selling 5 million vehicles. The target brand positioning of Hyundai Motor is the leading position in premium dimension and stylish/modern dimension. The global brand strategy framework is based on the brand direction of "Modern Premium" and is designed to deliver core brand identity (i.e., Simple, Creative, Caring) to customers. Its marketing strategy shows us: - Hyundai's product strategy is to standardize technical standards with the ambition of being a global product, ensuring the best quality, aiming at the recognition of the value of the customer's product, satisfying the customer's needs. On the other hand, Sale activities is placed at showrooms, though sale agents, and sale person team. Beside, according to the results of quantitative research, in a multi-factor model, we would suggest the government, Ministry of Finance and State Bank: control inflation properly, and firm management control cost properly (as reduction in cost and CPI will cause net profit to increase).

Showcasing green: how culture influences sustainable behavior in food eco-labeling

PurposeThe aim of this study is to verify, through Hofstede's 6-D model, the impact of national culture on the implementation of eco-labeling activities on the supplier side, in order to provide consumers information about the sustainable behavior adopted by firms.Design/methodology/approachThe authors tested the impact of culture dimensions through an econometric model, on a sample composed by several countries of the world, in which at least a food certification is in force.FindingsInteresting results have been obtained and discussed, proving the existence of a relationship between culture and corporate sustainability showcasing. Cultural heritage has a deep influence on sustainable consumption demand. Firms need to put more effort to showcase their green behavior. Economic indicators have a role in fostering sustainable behavior.Originality/valueFood labeling is little explored, despite its growing importance for consumers. This research is a window in green marketing issues, specifically in global branding strategies.

Analysis of The Influence of Global Branding on Purchase Intention Through Per-ceived Product Quality (Study on The Executive Men's Clothing Products)

Rapid global competition, ease of entry and exit of products from abroad to Indonesia, can be a threat to Indonesia. One of the strategies that company can do to compete with foreign products is by global brand-ing strategy. One of the Indonesian products that using this strategy is The Executive. The purpose of this research is to know the consumer's buying interest to the men’s product of The Executive through variable perceived product quality. This research is quantitative descriptive research. This research used survey method and questionnaire for data retrieval. The sample of this study are the prospective buyers of men’s product of The Executive who know the product but has never bought the product. Respondents were se-lected based on purposive sampling technique with 112 respondents and using Structural Equation Model-ing (SEM) as data analysis technique. Result of this research revealed that: 1. Global branding does not related to purchase intention 2. Global branding is positively related with perceived product quality 3. Per-ceived product quality is positively related with purchase intention.

A Mixed Methods Approach to Investigating Glocal or Hybrid Brands

The traditional distinction between global and local brands is losing salience driven by globalization and digital technology. Using the paradox theory, this dissertation investigates a third option: brands that are both global and local—something paradoxical. Navigating a brand to be both global and local at the same time has been claimed to offer a successful market approach (Swoboda, Elsner, & Morschett, 2014), but it has significant challenges (Steenkamp, 2017). These challenges include managing the tensions and contradictions of being both old and new, the same and different, or a brand paradox (Brown, Kozinets & Sherry, 2003); combining global and local strategies into a true glocal strategy (Steenkamp 2017; Steenkamp and de Jong 2010). The goal of this study is to use the foundation of prior research on global branding and international marketing strategy to build and empirically test a roadmap to help global and local brand leaders navigate the global marketplace. We employ a mixed-methods approach to develop and validate a new framework called omni-brand orientation for global brands to become locally authentic and local brands to become globally accepted. First, we identify the building blocks of local authenticity and global acceptance through qualitative interviews with 50 top managers from global and local sport brands. This qualitative research uses constructivist grounded theory (Charmaz 2006; Strauss and Corbin 1990) and theoretical sampling, a method based on the classic work of Glaser and Strauss (1967). The research included 50 interviewees (25 leaders from global brands and 25 leaders from local brands) across 24 unique organizations. Second, we validate the framework with quantitative surveys from 259 managers from 96 different brands. The results show that global brands use local insights, learning orientation, social network, and positive affect to build local authenticity, while local brands use innovation capability, brand power, and product performance quality to gain global acceptance.

Brand credibility and marketplace globalization: The role of perceived brand globalness and localness

Consumers in Western markets are increasingly critical towards globalization and re-embrace local values. Companies thus must decide whether to continue to pursue global branding strategies and/or rejuvenate local branding strategies. To explore the implications of market globalization for consumer preferences, we use signaling theory to investigate the role of perceived brand globalness (PBG) and brand localness (PBL) as signals of brand credibility, related downstream effects and boundary conditions, across two countries with differing levels of globalization. In globalized markets, PBG is a weaker signal of brand credibility than PBL, whereas in globalizing markets, the two signals are of equal importance.

Global Brand Building and Management in the Digital Age

The rapid spread of the internet and internet-based technologies is reshaping how companies build and manage global brands. While specific platforms and technologies change rapidly, what does not change quickly are the underlying trends. This article identifies the implications of five core underlying digital trends for global brand building and management: (1) rise of digital global sales channels, (2) cocreation of global brand strategy, (3) global transparency of brand activities, (4) global connectivity among the brand’s consumers, and (5) the Internet of Things. For each trend, the author discusses key changes taking place in the marketplace and directions for future research.

The Influence of Global Brand Distribution on Brand Popularity on Social Media

The literature on consumer choice between global and local brands is focused on sales-based measures of brand globalness (BG). When managers need to establish an effective social media campaign to raise awareness of their brands’ activities on social media, the literature focus may not provide clear guidance on how such measures can be applied to social media. This research contributes to global brand research by combining the literature streams on consumer social media engagement and global branding marketing strategies. First, to provide a managerial tool for this task, the authors propose two novel measures, BG and country brand popularity (CBP), based on consumers’ brand activities on social media. Using these measures, the authors hypothesize that CBP is influenced by cultural, social, and economic factors, which is motivated by motivation–opportunity–ability theory. Using Facebook data covering the top 100 brands that operate across 50 countries in each of 51 industries, they show that CBP is influenced by BG and cultural, social, and economic characteristics.

The supplement at the… sau(r)ce: on Jamie Oliver’s (dis)placed global brand identity

Amid the constantly augmenting gastronomic capital of celebrity chefs, this study scrutinizes from a critical discourse analytic (CDA) angle how the Jamie Oliver brand managed to carve a global brand identity through a process that is termed (dis)placed branding. A roadmap is furnished as to how Italy as place brand and Italianness are discursively articulated, (dis)placed, and appropriated in Jamie Oliver’s travelogues, as well as how they are reflected in his global brand identity. By enriching the CDA methodological toolbox with a deconstructive reading strategy, it is shown that Oliver’s celebrity equity ultimately boils down to supplementing the localized meaning of place of origin with a simulacral, hyperreal one. In this manner, the celebrity’s recipes become more original than the original or doubly original. The (dis)placed branding process that is outlined in the face of Oliver’s global branding strategy is critically discussed with reference to the employed discursive strategies, lexicogrammatical, and multimodal choices.

Whatever Happened to Dubai's Public Spaces?

As an ambitious city aspiring to become a major contributor to and player in the global world, Dubai often tends to be endeared to and affected by grand-scale urbanism and skyscraper skylines. The recent practice of architecture in Dubai is replete with examples of architectural monuments and miraculous constructions. Whilst the architectural feats required to raise grand structures for global branding and economic strategy are noteworthy, many other facets of urbanism also warrant adulation and exploration. One example is the narrative of human-scale urbanism—the pedestrian-driven places that put people at the center of the town. Due to its human-scale nature and morphology, the quotidian landscape, more than other existing settings, such as those modeled on “bigness” and dispersion successfully narrates a clear story about the essence of everyday urbanism: the nexus between the physical and the social, and the architecture and everyday life of the city's urban spaces. Life and culture in the UAE have evolved drastically, but in old communities where the quotidian landscape is still palpable, it has stayed the same—simple, open to everyone, and full of animation and affection.

MARKETPLACE GLOBALIZATION AND SHIFTING BRAND PERCEPTIONS: THE ROLE OF PERCEIVED BRAND GLOBALNESS AND CULTURAL SYMBOLISM

Following the 2008 financial crisis, globalized markets in North America and Europe experience a shift in public opinion toward a renunciation of globalization and a reorientation toward traditional (domestic) values. Responding to this paradigm change, multi-national corporations (MNCs) face the decision of whether (a) to continue to pursue global branding strategies or (b) to align their global brands with local consumer cultures. This decision requires an understanding of how the degree of market globalization relates to consumer preferences. The present study draws on signaling theory to empirically investigate (a) the relative impact of a brand’s globalness (i.e., perceived brand globalness) and its cultural market alignment (i.e., perceived cultural symbolism) in eliciting perceptions of brand credibility and brand quality (b) across two countries that differ regarding their degree of market globalization (Germany and South Korea). Findings indicate that the signaling value of global brands, as a function of their market reach, is greater in globalizing markets than in globalized markets, whereas the signaling value associated with cultural market alignment is greater in globalized markets than in globalizing markets. Implications of the findings for theory and practice are considered.

The Supplement at the… Sau(r)ce: On Jamie Oliver’s (Dis)placed Global Brand Identity

Amidst the constantly augmenting gastronomic capital of celebrity chefs, this study scrutinizes from a critical discourse analytic angle how Jamie Oliver has managed to carve a global brand identity through a process that is termed (dis)placed branding. A roadmap is furnished as to how Italy as place brand and Italianness are discursively articulated, (dis)placed and appropriated in Jamie Oliver’s travelogues which are reflected in his global brand identity. By enriching the CDA methodological toolbox with a deconstructive reading strategy, it is shown that Oliver’s celebrity equity ultimately boils down to supplementing the localized meaning of place of origin with a simulacral, hyperreal place of origin. In this manner, the celebrity’s recipes become more original than the original or doubly original. The (dis)placed branding process that is outlined in the face of Oliver’s global branding strategy is critically discussed with reference to the employed discursive strategies, lexicogrammatical and multimodal choices.