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Chapter 2 Global Branding American University of Sharjah  College of Arts and Sciences Department of Mass Communication Dr. Ibahrine
Chapter 1 Objectives Define and understand the value of the brand concept Explain the global brand in global marketing Explore the brand as an association network Explain global brand strategies Discuss the global brand communications
What is a brand ,[object Object],[object Object]
The Concept of Brand Equity ,[object Object],[object Object],[object Object],[object Object],2–
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brand Communication Strategy 7-
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brand Communication Strategy 7-
Dimensions of Brand Personalities 2– Excitement Sincerity Ruggedness Sophistication Competence
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brand Communication Strategy 7-
Branding models ,[object Object],[object Object],[object Object],[object Object]
Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Higher  market share Increased  brand loyalty Premium  pricing Effects of Brand  Equity Increases
A Customer-Based Brand Equity Framework Source:  Adapted from Kevin Lane Keller, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,”  Journal of Marketing  57 (January 1993), 7.
Corporate brands
The Global Brand: definitions ,[object Object],[object Object],[object Object],[object Object]
Characteristics Global Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Characteristics Of World-Class Brands ,[object Object]
Characteristics Of World-Class Brands ,[object Object],[object Object],[object Object],[object Object],[object Object]
Characteristics Of World-Class Brands ,[object Object],[object Object],[object Object],[object Object],[object Object]
Connect: Association Facet ,[object Object],[object Object],[object Object],4-
Connect: Association Facet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4-
Elements brand association network brand name + signals products users places occasions moments moods visual images attributes Values benefits
Associations with Coca-Cola ,[object Object],children young people adults unhealthy addictive flippos chips soccer  on TV parties mix drink non-alcohol alternative for beer thirst quenching tennis court soft drink red can ubiquitous American young Coca-Cola light break Michael Jackson sticky sweet brown fizzy bubbles
Corona Extra original youth be different bars/pubs belonging talk to friends happiness open minded security sophistication exclusivity alternative  other drinks more expensive thirst quenching refreshing outdoor good life enjoyment popular original  bottle heat low alcohol relaxation Mexican  restaurants Mexican with tequila quality mild clear success self esteem independence change freedom cultural enrichment blonde always in bottle without label lemon inside
Assignments ,[object Object],[object Object],4-

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Ibahrine Chapter 2 Global Branding

  • 1. Chapter 2 Global Branding American University of Sharjah College of Arts and Sciences Department of Mass Communication Dr. Ibahrine
  • 2. Chapter 1 Objectives Define and understand the value of the brand concept Explain the global brand in global marketing Explore the brand as an association network Explain global brand strategies Discuss the global brand communications
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  • 7. Dimensions of Brand Personalities 2– Excitement Sincerity Ruggedness Sophistication Competence
  • 8.
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  • 11. Higher market share Increased brand loyalty Premium pricing Effects of Brand Equity Increases
  • 12. A Customer-Based Brand Equity Framework Source: Adapted from Kevin Lane Keller, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing 57 (January 1993), 7.
  • 14.
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  • 21. Elements brand association network brand name + signals products users places occasions moments moods visual images attributes Values benefits
  • 22.
  • 23. Corona Extra original youth be different bars/pubs belonging talk to friends happiness open minded security sophistication exclusivity alternative other drinks more expensive thirst quenching refreshing outdoor good life enjoyment popular original bottle heat low alcohol relaxation Mexican restaurants Mexican with tequila quality mild clear success self esteem independence change freedom cultural enrichment blonde always in bottle without label lemon inside
  • 24.