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Secondly, according to the distinction between elements of global brand management model of the implementation strategy of the host market brand adjusted to suit. Motorola and Coca-Cola Company will be the brand logo, brand identity, brand characteristics, brand positioning, advertising theme as the mandatory implementation of the elements of the brand; to ad implementation, network strategy, promotional activities, pricing strategies and local sponsorship activities as the implementation of elements of scalability. This is reflected in the maintenance of global brand image under the premise of consistency, and also allows the brand manager in marketing activities have a certain autonomy. This distinction of creating a global brand is very important to multinationals, in particular the implementation process must be given to the brand for individuals or teams with appropriate flexibility, which in different countries and different markets, brand operation is essential. As Philip u2022 R u2022 Cateora and John u2022 L u2022 Graham in discussing the problem of flexibility in a global brand introduced to: "transnational corporations in the implementation of a global brand flexible concrete operation, the first production of a large number of the formation of brand image marketing the list of elements in the list are listed as subsidiaries in numerous marketing elements reflect the brand image, the senior brand management by the company"s headquarters organizations, limited to: In the overseas markets, a subsidiary of the core brand elements to which must be a high degree of unity without any flexible; what the brand elements are able to adapt to the local market to make appropriate adjustments; Which brand elements can be arbitrarily adjusted. " [] [⑥] distinction between elements of the brand management model for multinational companies with global brand strategy, strategic importance, because the model not only implemented the requirements of standardized global brand strategy, but also in accordance with the characteristics of each host country market adaptation.
Third, under the aegis of leading global brands, developing the flexibility to adapt to the host channel strategy. Multinationals in all market channels of implementation, standardization of the host country is the most difficult thing, this is because the channels of a country is often affected by the level of the country"s material and cultural traditions of the depth of the impact. However, in multinational companies in the global market expansion strategy is entirely possible for the brands, products, able to generate economies of scale and scope of the effect of standardizing the marketing elements, and channel mode is not easy to combine elements of the standardization of marketing, which is high-level global strategy expression. Because the channel model must be adapted to local physical, cultural environment and on this basis, the customer buying habits. In addition, the channel flow control, channel efficiency assessment still is a standard potential. There is no doubt, with a powerful global brand will greatly enhance the appeal of the channel expansion and the efficiency of transnational corporations.
Through the localization of this hotel, on the one hand is to improve product quality, on the one hand is to reduce product cost, of course, on the two kinds of hotel products, services and visible the invisible kind.
Basic conclusions: Transnational Corporations and localization of global brand strategy and its management, by its very nature is a kind of "brand of globalization, the operation of localization," processing mode, the key is to rely on a system of global brand planning and management system , in the brand"s operational flexibility in the implementation of a dialectical integration of standardization and localization in one.
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Secondly, according to the distinction between elements of global brand management model of the implementation strategy of the host market brand adjusted to suit. Motorola and Coca-Cola Company will be the brand logo, brand identity, brand characteristics, brand positioning, advertising theme as the mandatory implementation of the elements of the brand; to ad implementation, network strategy, promotional activities, pricing strategies and local sponsorship activities as the implementation of elements of scalability. This is reflected in the maintenance of global brand image under the premise of consistency, and also allows the brand manager in marketing activities have a certain autonomy. This distinction of creating a global brand is very important to multinationals, in particular the implementation process must be given to the brand for individuals or teams with appropriate flexibility, which in different countries and different markets, brand operation is essential. As Philip u2022 R u2022 Cateora and John u2022 L u2022 Graham in discussing the problem of flexibility in a global brand introduced to: "transnational corporations in the implementation of a global brand flexible concrete operation, the first production of a large number of the formation of brand image marketing the list of elements in the list are listed as subsidiaries in numerous marketing elements reflect the brand image, the senior brand management by the company"s headquarters organizations, limited to: In the overseas markets, a subsidiary of the core brand elements to which must be a high degree of unity without any flexible; what the brand elements are able to adapt to the local market to make appropriate adjustments; Which brand elements can be arbitrarily adjusted. " [] [⑥] distinction between elements of the brand management model for multinational companies with global brand strategy, strategic importance, because the model not only implemented the requirements of standardized global brand strategy, but also in accordance with the characteristics of each host country market adaptation.
Third, under the aegis of leading global brands, developing the flexibility to adapt to the host channel strategy. Multinationals in all market channels of implementation, standardization of the host country is the most difficult thing, this is because the channels of a country is often affected by the level of the country"s material and cultural traditions of the depth of the impact. However, in multinational companies in the global market expansion strategy is entirely possible for the brands, products, able to generate economies of scale and scope of the effect of standardizing the marketing elements, and channel mode is not easy to combine elements of the standardization of marketing, which is high-level global strategy expression. Because the channel model must be adapted to local physical, cultural environment and on this basis, the customer buying habits. In addition, the channel flow control, channel efficiency assessment still is a standard potential. There is no doubt, with a powerful global brand will greatly enhance the appeal of the channel expansion and the efficiency of transnational corporations.
Through the localization of this hotel, on the one hand is to improve product quality, on the one hand is to reduce product cost, of course, on the two kinds of hotel products, services and visible the invisible kind.
Basic conclusions: Transnational Corporations and localization of global brand strategy and its management, by its very nature is a kind of "brand of globalization, the operation of localization," processing mode, the key is to rely on a system of global brand planning and management system , in the brand"s operational flexibility in the implementation of a dialectical integration of standardization and localization in one.