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...

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