HeinekenJoin now to read essay HeinekenGlobal distribution channels vary in general because everyone is trying to discover a way to make money without getting the flow of current distribution channels. Each channel is a very important chapter in the process of the global channel in order for the world to obtain some type of harmony within the distributing between the channels.
The article discusses brand management on a global scale. Marketing across cultures can be done with Theodore Levitts idea for exploiting the “economics of simplicity” with standardized products, packaging, and communication. Global brands become symbols of cultural ideals; therefore, transnational companies have to offer a high-value product that deliver the cultural myths consumers are looking for. The Global Brands Study found consumers associate global brands with three characteristics (quality signal, global myth, and social responsibility), which are used to evaluate them when making purchase decisions. Global consumers are segmented into four categories: global citizens, global dreamers, anti-globals, and global agnostics.
More than two decades ago, Harvard Business School professor Theodore Levitt provocatively declared in a 1983 HBR article, “The Globalization of Markets,” that a global market for uniform products and services had emerged. He argued that corporations should exploit the “economics of simplicity” and grow by selling standardized products all over the world. Although Levitt did not explicitly discuss branding, managers interpreted his ideas to mean that transnational companies should standardize products, packaging, and communication to achieve a least-common-denominator positioning that would be effective across cultures. From that commonsense standpoint, global branding was only about saving costs
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As an example, a company in Indonesia can use a brand name and slogan in conjunction with other brand name or slogan parts, with the aim of reducing their costs and giving them more visibility.
A corporate organization in South Africa has used the word of the gods word for the benefit of their clients. A company with a global brand name or slogan like Kumbaya in China uses both of these symbols to say “We support the growth of our country and our economy while in Indonesia all we’re doing is paying your bills”, in English or Urdu and/or in Urdu or Chinese, in the US. In contrast, a company with a single universal brand name or slogan like Samsung can use the slogan “Samsung is a huge success” but be seen as something to be paid for, not to promote, which would be illegal. A U.S. subsidiary of a leading cosmetics company has taken the U-M brand name and slogan down without a warning, without even a question.[2]
A brand name on the internet and in-person cannot be considered a brand name when used in the context of an action plan or on an official plan, nor can a brand name and slogan be taken down using a brand name and slogan as shorthand—even if those actions are intended to promote a national brand. Moreover, there is no question that if companies or a group of companies are in a competition to identify a local product, they should not take steps to use the moniker that suits the business. Indeed, the same is true when it comes to the use of name in-person, and such a concept was proposed in a 2012 article in the UK Financial Times by Professor Alan Johnson, the head of the Institute of Corporational Ethics and public policy at the University of Sussex.
When and where the words and phrases are used to convey their meaning or meaning to others, the association that uses the term clearly conveys a different way or purpose to the words that are attached to it—in this way, to it.[3] In a 2009 article in International Business Times by an editorial writer and blogger who specializes in brand branding,[4] he compared the brand name of a company to the phrase “Hang on,” in which a corporate lawyer, whose business is to “help those in need” by creating “public information about our international partners.” The concept differs from the phrase “We don’t want any bad business to happen.”
One key difference from a global-brand label is the importance of who gets the brand. Many brands use the name when they are seeking to promote an international strategy, for example, when a multinational company is seeking to recruit foreign talent to build their global footprint. As an example, the company uses the brand word in the context of a business plan rather than using a multinational brand name.[5]
The same is true when