GLOBAL BRANDING Y2Q2
WEEK 1
Product policy:
Product itself Topics:
Design Branding
Technology Branding system
Usefulness Branding strategy
Convenience Consumer behavior related to
Value branding
Packaging Brand identity
Quality Influence country of origin
Warranties Cross cultural branding
After-sales service Brand globalization
Accessories Brand valuation/equity
Branding
WEEK 2
Affiliate marketing is an advertising model where a company pays compensation to third party
publishers to generate traffic or leads to the company’s products and services. The third party
publishers are referred to as affiliates and the commission fee incentivizes them to find ways to
promote the company.
Affiliate marketing has increased in prominence with the Internet age. Amazon popularized the
practice by creating an affiliate marketing program where websites and bloggers put links to the
Amazon page for a product being reviewed or discussed in order to receive advertising fees when a
purchase is made. In this sense, affiliate marketing is essentially a pay for performance marketing
program where the act of selling a consumer on a product is outsourced across a potentially vast
network.
o Cost per Mil (CPM) cost per 1000 impressions/views
o Cost per Action (CPA)
o Cost per Click (CPC)
Brand = A name, term, sign, symbol, or design used to identify the products of one firm or the
company itself, and differentiate them from competitive offerings and as such, recognised by the
target group:
Differentiation in the market place
Reputation
Control of perception
Magnetic attraction
Celebrity status
In many companies, “global” branding evolves as the company enters new countries or expands
product offerings within an existing country. Typically, expansion decisions are made incrementally,
and often on a country-by-country, product-division, or product-line basis, without considering their
implications on the overall balance or coherence of the global brand portfolio. As their global market
presence evolves and becomes more closely interlinked, however, companies must pay closer
attention to the coherence of their branding decisions across national markets and formulate an
effective global brand strategy that transcends national boundaries. In addition, they must decide
how to manage brands that span different geographic markets and product lines, who should have
custody of international brands and who is responsible for coordinating their positioning in different
,GLOBAL BRANDING Y2Q2
national or regional markets, as well as making decisions about use of a given brand name on other
products or services.
Planning strategy:
1. Corporate planning corporate branding
strategy
2. Marketing planning
3. Product policy
4. Product branding strategy
Aspects of branding strategy:
Built on vision and is aligned to business
strategy
Illustrates who you are and what you do
Defines positioning, differentiation, competitive
advantage
Guides marketing activities
Must resonate with all internal and external stakeholders
Provides clarity and inspiration to employees
Advantages of branding:
Basis for associations
High margin possible
Reason for purchase and retention
Makes brand extension possible
In case of loyalty:
o Decreasing marketing costs
o Support by retailers/wholesalers
o Time to react on threatening competitors
At the core of your brand strategy is your Brand Essence — your Brand Essence is what you stand for.
Brand Essence is often thought of as your brand DNA, the essential value of your brand, or the
ultimate role your brand plays in the world. It’s a critical element of your strategic brand platform
because if you want your customers to be clear about what your brand stands for, you must first be:
Functions
Difference
Personality
Source
Brand elements:
Name
Logos and Icons
o Colors
o Symbols
o Music
Celebrities or Personalities
Slogans and jingles
Alliances
o Co-branding
o Licensing
, GLOBAL BRANDING Y2Q2
o Sponsorship
o Event marketing
o Third party endorsement
Types of brands:
Corporate brand Attempt to attach higher credibility to a new product by associating it with
a well-established company name. Unlike a family-branding (which can be applied only to a
specific family of products), corporate branding can be used for every product marketed by a
firm.
Brand family
Product brand
Private label
The careful coordination of all promotional messages to assure the consistency of messages at every
contact point where a company meets its stakeholders content & context
Integrated marketing is a marketing strategy that stresses the importance of a consistent, seamless,
multi-dimensional brand experience for the consumer. This means that each branding effort – across
television, radio, print, Internet, and in person – is presented in a similar style that reinforces the
brand’s ultimate message.
Consider, for example, the Apple computer brand. Their advertising strategy is simple – showcase a
sleek, modern product that works faster, smarter and in ways that the competitors never thought
possible. This ‘no gimmick’ strategy is carried across all aspects of the Apple brand. Their products are
packaged in crisp, white boxes with almost no text. Their stores are white, clean and minimalist –
with products on display for intuitive use. Their commercials are stark, smart, and infectious. By
branding their products as elite, intuitive, and futuristic, Apple is able to charge prices above those of
their competition and still dominate the hardware market.
This style of marketing is becoming more and more important because media fragmentation and
exposure have begun to desensitize consumers. Every day, they are hit with such a barrage of
advertisements that only the most integrated and consistent brands stand out as memorable.
An effective integrated marketing campaign:
Centers around a strong, focused brand image
Communicates through a clear, consistent voice
Maintains a consistent look and feel across all media
Utilizes traditional and digital media to promote the brand
Consistency in integrated marketing does not mean lack of creativity. Slapping a single color palate
across all media or using the same tagline on a highway billboard as a product homepage is not the
epitome of integrated marketing. Instead, a marketing team must work behind-the-scenes to devise a
compelling, unified voice for a brand, and transition it appropriately into every aspect of the brand’s
persona, from advertising to physical presence and customer service.
How to integrate new possibilities in the total communication mix?
1. Viral marketing and communications = A marketing technique in which a company persuades
internet users to forward its publicity material
WEEK 1
Product policy:
Product itself Topics:
Design Branding
Technology Branding system
Usefulness Branding strategy
Convenience Consumer behavior related to
Value branding
Packaging Brand identity
Quality Influence country of origin
Warranties Cross cultural branding
After-sales service Brand globalization
Accessories Brand valuation/equity
Branding
WEEK 2
Affiliate marketing is an advertising model where a company pays compensation to third party
publishers to generate traffic or leads to the company’s products and services. The third party
publishers are referred to as affiliates and the commission fee incentivizes them to find ways to
promote the company.
Affiliate marketing has increased in prominence with the Internet age. Amazon popularized the
practice by creating an affiliate marketing program where websites and bloggers put links to the
Amazon page for a product being reviewed or discussed in order to receive advertising fees when a
purchase is made. In this sense, affiliate marketing is essentially a pay for performance marketing
program where the act of selling a consumer on a product is outsourced across a potentially vast
network.
o Cost per Mil (CPM) cost per 1000 impressions/views
o Cost per Action (CPA)
o Cost per Click (CPC)
Brand = A name, term, sign, symbol, or design used to identify the products of one firm or the
company itself, and differentiate them from competitive offerings and as such, recognised by the
target group:
Differentiation in the market place
Reputation
Control of perception
Magnetic attraction
Celebrity status
In many companies, “global” branding evolves as the company enters new countries or expands
product offerings within an existing country. Typically, expansion decisions are made incrementally,
and often on a country-by-country, product-division, or product-line basis, without considering their
implications on the overall balance or coherence of the global brand portfolio. As their global market
presence evolves and becomes more closely interlinked, however, companies must pay closer
attention to the coherence of their branding decisions across national markets and formulate an
effective global brand strategy that transcends national boundaries. In addition, they must decide
how to manage brands that span different geographic markets and product lines, who should have
custody of international brands and who is responsible for coordinating their positioning in different
,GLOBAL BRANDING Y2Q2
national or regional markets, as well as making decisions about use of a given brand name on other
products or services.
Planning strategy:
1. Corporate planning corporate branding
strategy
2. Marketing planning
3. Product policy
4. Product branding strategy
Aspects of branding strategy:
Built on vision and is aligned to business
strategy
Illustrates who you are and what you do
Defines positioning, differentiation, competitive
advantage
Guides marketing activities
Must resonate with all internal and external stakeholders
Provides clarity and inspiration to employees
Advantages of branding:
Basis for associations
High margin possible
Reason for purchase and retention
Makes brand extension possible
In case of loyalty:
o Decreasing marketing costs
o Support by retailers/wholesalers
o Time to react on threatening competitors
At the core of your brand strategy is your Brand Essence — your Brand Essence is what you stand for.
Brand Essence is often thought of as your brand DNA, the essential value of your brand, or the
ultimate role your brand plays in the world. It’s a critical element of your strategic brand platform
because if you want your customers to be clear about what your brand stands for, you must first be:
Functions
Difference
Personality
Source
Brand elements:
Name
Logos and Icons
o Colors
o Symbols
o Music
Celebrities or Personalities
Slogans and jingles
Alliances
o Co-branding
o Licensing
, GLOBAL BRANDING Y2Q2
o Sponsorship
o Event marketing
o Third party endorsement
Types of brands:
Corporate brand Attempt to attach higher credibility to a new product by associating it with
a well-established company name. Unlike a family-branding (which can be applied only to a
specific family of products), corporate branding can be used for every product marketed by a
firm.
Brand family
Product brand
Private label
The careful coordination of all promotional messages to assure the consistency of messages at every
contact point where a company meets its stakeholders content & context
Integrated marketing is a marketing strategy that stresses the importance of a consistent, seamless,
multi-dimensional brand experience for the consumer. This means that each branding effort – across
television, radio, print, Internet, and in person – is presented in a similar style that reinforces the
brand’s ultimate message.
Consider, for example, the Apple computer brand. Their advertising strategy is simple – showcase a
sleek, modern product that works faster, smarter and in ways that the competitors never thought
possible. This ‘no gimmick’ strategy is carried across all aspects of the Apple brand. Their products are
packaged in crisp, white boxes with almost no text. Their stores are white, clean and minimalist –
with products on display for intuitive use. Their commercials are stark, smart, and infectious. By
branding their products as elite, intuitive, and futuristic, Apple is able to charge prices above those of
their competition and still dominate the hardware market.
This style of marketing is becoming more and more important because media fragmentation and
exposure have begun to desensitize consumers. Every day, they are hit with such a barrage of
advertisements that only the most integrated and consistent brands stand out as memorable.
An effective integrated marketing campaign:
Centers around a strong, focused brand image
Communicates through a clear, consistent voice
Maintains a consistent look and feel across all media
Utilizes traditional and digital media to promote the brand
Consistency in integrated marketing does not mean lack of creativity. Slapping a single color palate
across all media or using the same tagline on a highway billboard as a product homepage is not the
epitome of integrated marketing. Instead, a marketing team must work behind-the-scenes to devise a
compelling, unified voice for a brand, and transition it appropriately into every aspect of the brand’s
persona, from advertising to physical presence and customer service.
How to integrate new possibilities in the total communication mix?
1. Viral marketing and communications = A marketing technique in which a company persuades
internet users to forward its publicity material
