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Some companies that have introduced global branding traceries succeeded and came to strengthened but on the other hand many have failed. In order to understand the challenges as well as the opportunities of a global branding strategy, advantages as well as disadvantages are presented in the following text. Exercise 1: What are the advantages and disadvantages of Sepsis sponsoring Donna’s She Devils? Definitely important to mention is the fact that the company has not released any global campaigns so far. All campaigns and strategies have been adapted to specific areas.

This means, first of all, that a to of resources, time and money, needs to be invested in order to develop a suitable global strategy. Furthermore, when a strategy is developed it is not said that the strategy would be successful after all. All countries vary in cultures and also in needs, wants and preferences. Thus, it is not assured that a global campaign would be appealing to the current customer groups because it is not specifically made for a specific area. Especially Eastern Europe differs a lot from the rest of the world when it comes to the attitude awards beauty.Consequently a decline in market share and sales could be expected when introducing a global branding strategy, a ‘one-fits-all’-strategy. A global branding strategy does not just leads to being less responsive to local needs or trends, moreover it can also lead to being less quick and less tactical because of the global standardization.

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Additionally it is important to consider that the brand might not have the same image everywhere. Global campaigns could therefore create confusion among customers.Last but not least, when implementing global strategies for the long run it important that the company might need to be restructured because there is no global marketing team yet but in return there are some local managers that would lose the importance when doing everything globally. This consequently means that the entire company structure, focused on all marketing teams, need to be reconsidered and adjusted which again involves additional time and money. However, there are definitely positive aspects about a global strategy.

Especially inSepsis situation it would be a perfect timing for a change and for introducing something new because Of the company’s 50th anniversary which is coming up. Furthermore the former movie has been very successful and the prospect of the new movie is even better and would positively influence the introduction of the global branding strategy. Moreover, Sings already developed an idea for an advertising campaign which combines the movie stars with a new product palette ‘Spoor’s anniversary line’ and furthermore connects it to the Exposes fastest-growing markets Europe, Asia and South America.

This would gain additional attention and attract especially these markets by still having a global campaign. An additional argument strengthen the global branding campaign is the fact that countries are globalization by themselves very fast because of the fast developing technology such as the internet. Information exchange among countries and other continents are habit nowadays and thus even in India global brands in supermarkets are not rare anymore.

This shows that global strategies are indeed working when correctly applied.Moreover, managers gave responded that the quality of lobar campaigns are better than those done locally which is great knowledge and should be considered. Last but not least, Sepsis will save time and costs by building brands through global strategies and allowing local initiatives to drive sales. Exercise 2: Should Sepsis take its new branding initiative global? Why or why not? These mentioned aspects point out the challenges but also the advantages of introducing a global brand strategy. Even though there are many negative aspects I personal would advise the company Sepsis to invest in this global branding strategy.Yes, money and time needs to be invested but other than that I don’t see many disadvantages I mainly see challenges that can be eliminated when doing it right.

Developing a well thought-through global branding strategy can be key to working more easily in a global environment and once successfully implemented it will reduce costs, time and effort. It just need to be made sure that no cultural faux-pas appear. In order to have a smooth transition from local to global campaigns and in order to make sure everything is acceptable by all countries it might be advisable to vive local managers the ability to adjust or correct first campaigns.

Nevertheless, in my opinion globalization does not start in future it started already yesterday and adapting company/branding strategies to this trend is probably crucial in order to stay successful and competitive in future. Last but not least I want to end this essay with Sing’s quote which I completely agree to: ‘At best, it will reinforce the brand’s equity. At it worst, we will learn some lessons about here global promotions don’t work’.

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