MKT 510 Chapter Notes - Chapter 14: Brand Equity, Marketing Mix, Emerging Markets
Document Summary
Regional market segments: a regionalization strategy can make a brand more relevant and appealing to any one individual, downsides of regionalization: marketing efficiency may suffer and costs may rise competition might become more competitive. Ideal scenario: a firm creates one marketing strategy, one advertising campaign, one package design, etc. to use in all countries it expands to. Disadvantages of global marketing programs: differences in consumer needs, wants, and usage patterns for. Developed markets: most important developing markets: brics (brazil, russia, india, china, and south africa) Building global customer-based brand equity: ten (10) commandments of global branding, understand similarities and differences in the global branding. 10: a global brand equity management system defines the brand equity charter in a global context, outlining how to interpret the brand positioning and resulting marketing program in different markets, as suggested by the previous global branding commandment.
