Professional Documents
Culture Documents
Global Strategies
Amity Business School
Similarities in consumer needs and values worldwide. Common usage patterns. Standardized product. A global brand strategy that is not based upon a single domestic perspective. Use of consistent positioning & universal symbols & imagery. Substantial brand equity. Corporate name is used as the brand name.
Limitations
Development of a backlash to the Americanization of consumption value. Consumers frequently prefer local brands to imports in those product category, where domestic brand is having good position.
Localized Strategy
Blackberry Yahoo
Macdonald selling Beer in Germany, Wine in France, Mango milkshakes in Hong kong, Mutton pie in Australia, & Mcspaghetti in the phillipines to compete with local noodle house. Domino¶s pizza