With respect to a brand name changeover

strategy, the _________________ strategy ties the

new global brand name to the existing local brand
name. After a transition period, the old name is
dropped.

a. transparent forewarning
b. summary axing
c. fade-in/fade-out
d. pyramid focusing
e. parallel dimension .

Euro Disney eventually becoming Disneyland Paris (where

the Euro shrunk until “land” could be added in its place)
When Mars candy company took over Raider
candy products and used the theme line “Now
Raider becomes Twix, for it is Twix everywhere in
the world,” the company used the
________________ strategy for changing brand
names.

a. transparent forewarning
b. summary axing
c. fade-in/fade-out
d. pyramid focusing
e. parallel dimension
When Matsushita uses brand names like JVC and
Panasonic as their banner brands, they are using
a(n) ___________________ system.

a. domestic branding
b. national branding
c. manufacturer’s branding
d. store branding or private labeling
e. umbrella (corporate) branding
When Nokia consolidated scores of brand
names into their one ____________________
brand, they found that strength occurred because
consumers were able to equate the Nokia quality
with more products.

a. domestic brand
b. national brand
c. manufacturer’s brand
d. store brand or private label
e. umbrella or banner brand
When attempting to unite a series of brands within a single
message, an umbrella brand strategy is one way to get your
consumer, audience, or constituency to make you their first choice.

An umbrella brand is a high altitude articulation of difference and

benefits with several sub-conversations captured beneath. It unites
a series of sub-brands with one voice, leaving room for each sub-
brand to engage in sub-conversations relevant to more precisely
targeted markets, through use of different products, communication
channels, and promotional means.

As with all effective brand strategy, umbrella brands require a single

message, an expression of a common sense benefit grounded in
human emotion opening the way to own the conversation within a
business category.

Umbrella brands abound in business; examples include Virgin,

Kellogg’s, Apple, and location brands such as Japan, Manitoba, and
St. Louis.
Deciding to move toward global branding is a difficult
decision.

This must often be considered with respect to the

globalization versus localization issue.

What are the questions that might be useful in reaching

a decision as to whether to pursue globalization over
localization?
Deciding to move toward global branding is a difficult
decision.

This must often be considered with respect to the

globalization versus localization issue.

What are the questions that might be useful in reaching

a decision as to whether to pursue globalization over
localization?
1). What is the cost of creating and maintaining awareness
and associations for a local brand versus a global one?

2). Are there significant economies of scale in the creation

and running of a communication program globally?

3). Is there value to associations of a global brand or of a

brand associated with the source country?

4). What local associations will be generated by the

global name? symbol? slogan? imagery?
5). Is it culturally and legally do-able to use the brand name,
symbol, slogan across the different countries?

6). What is the value of the awareness and associations

that a regional brand might create?
When developing a pricing strategy for its global
markets, one of the first steps that a company
must go through is to decide:

a. what the actual price should be.

b. how high or low to price.
c. how much money will the price bring in.
d. what it wants to accomplish with its strategy.
e. what form of controls will regulate price.
In the international marketplace,
_________________ pricing adds international
costs and a mark-up to the domestic
manufacturing cost.

a. dynamic incremental pricing

b. export price
c. import price
d. cost-plus price
e. target-return price
Examples of exporting-related
____________________ include manufacturing
costs, shipping expenses, insurance, and overseas
promotional costs.

a. incremental costs
b. demand costs
c. fixed costs
d. target costs
e. service costs
When demand is highly price sensitive, the
company needs to consider how it
can _________________ from a global
perspective.

a. raise prices
b. lower prices
c. lower service
d. raise quality
e. reduce costs
Sales tax rates, tariffs, and price controls are all
examples of _______________ that can have a
direct or indirect impact on the pricing policies of a
firm in the international marketplace.

a. sales volume policies

b. price policies
c. government policies
d. restrictions
e. punishments
If Wrigley chewing gum company were to make 3-
stick rather than 5-stick packages of gum for the
Philippines market, this would be an example of
_______________ for low per-capita income
market.

a. downsizing
b. upgrading
c. synthesis
d. copying
e. paralleling