A Review of Global Branding and Pricing Strategies Essay

Global Branding and Pricing StrategiesA strong corporate brand acts as the face of the company, portraying what it wants to do and what it wants to be known for in the marketplace. In other words, it encapsulates its vision, values, personality, positioning and image among many other dimensions (De Kluyver 2010). Branding sets apart one companyproduct from another, introducing to clients not just a product, but an idea and way of life. Distinguishing between the domestic and global product branding strategy is key to having a business that seeks to acquire for a wider consumer base and realize more profit. On the domestic level, Google has to be characterized and identified with local culture. The local market clientele is comprised of mainly North Americans, as a result Google would want to portray an image that attests to its nationality and patriotic status therefore the national branding strategy would be implemented since a national brand is specially aligned to match the local conditions consequently there is no language or cultural problem involved (Kotler 2006). For the local brand to achieve success in the domestic economy, Google has to demonstrate its fidelity to local culture and its intention to act as a cultural ambassador. An effective measure in executing a successful branding strategy often uses local names or well-known local brands to contribute to a national identity (Sandhusen 2008). In addition, this local brand would endear itself to customers who would be able to identify themselves with the marketed product. Some of the elements involved in representing a local product would be heavily supported by local raw materials, local workforce, local chains, local customers and of course, upholding local interests. (Andrews 2003) reiterates that the branding strategy must fit the level of development of the domestic marketthe more specific issue of sensitivity to local culture mores w as also expressed.The optimum pricing strategy would be the cost plus method. Owing to the fact that Google is both...

Comments

Post a Comment

Popular posts from this blog

Character Analysis of Basil Hallward in The Picture of Dorian Gray, a Novel by Oscar Wilde Essay

The main character in The Picture of Dorian Gray, Dorian, is a man too easily influenced by his surroundings. He is quoted as saying, Basil Hallward is what I think I am Lord Henry is what the world thinks me Dorian is what I would like to bein other ages, perhaps (Wilde). This comparison falls in line with the moral of the story because Dorian is stuck with eternal youth and beauty even though he has a wicked soul. This causes different views of him by people who observe his daily life. Dorian is a sponge throughout the novel that absorbs everything and allows it to shape his personality, morals, and actions. Dorian Gray takes influence from Lord Henry, Basil Hallward, and the culture of society during which the novel was written. Lord Henry is the epitome of a wealthy, hedonistic gentleman seeking only pleasure, with little regard to cost or consequence. Lord Henry Wotton outwardly propounds hedonism, but it is his extreme egotism that drives him to manipulate both Basil Hallward a
Read more

An Analysis of the Character of Chichikov in the Poem, Dead Souls by Nikolai Gogol Essay

Dead Souls takes place in the Russia of the late 1800s, where, unlike in America, one must be born into a prosperous family in order to have opportunities. The main character, Chichikov, is clever enough to develop a scheme in which he can rise from being a petty clerk to a respected landowner. In order to do this, Chichikov moves into a new town, pretending to already be a landowner, and begins a quest to buy the names of dead serfs who have not yet been officially reported dead. Each person that Chichkov presents this offer to has a different reaction, starting with the shy and introverted Manilov. Though he does not understand Chichikov's need for the names of these dead serfs, Manilov is a character that is so desperate for company that it does not take any effort to trick him into selling his dead souls cheaply. However, as Chichikov continues his journey, he starts to deal with more clever landowners who become suspicious of his scheme. Chichikov finds that the townsmen know
Read more

A Literary Analysis of the Third Twin by Ken Follett Essay

The Third TwinThe Third Twin by Ken Follett is a type of mystery book. It makes you look at different aspects of the story. When you think you know whats happening it is not always what you think.Dr. Jeannie Ferrami, a scientist funded by a university who is doing a study on twins is one of the main characters in the story. Jeannie Ferrami is tall with long brown hair and is also very athletic. Steve Logan a student at another college is also a very important character in the story. Berrington Jones the head of the college funds Dr. Jeannie Ferrami until Jeannie discovers something Berrington didnt want her to know. Ricky Phillips Berringtons son is a twin just and he plays a small part but with a big impact on the story. Lisa Miller who is Jeannies best friend comes early into the story playing a very dramatic role, another small character is Dennis Pinker one of the twins in the story who is a murderer and is also being studied He is one of Steve Logans twin brothers.Lisa Miller and
Read more