New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

Brand Management - Week 7 Notes

by: Erin McGoff

Brand Management - Week 7 Notes MKTG 421

Marketplace > American University > Marketing > MKTG 421 > Brand Management Week 7 Notes
Erin McGoff
GPA 3.6

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

This week we discussed the Russian Standard Voka case, brand awareness, and building global brands.
Brand Management
Dr. Sanal Mazvancheryl
Class Notes
brand, Marketing, Management, building, global, Brands, Risk, factors, pros, cons, russian, standard, vodka, Case, study, american, University, easy, hard, notes, class
25 ?




Popular in Brand Management

Popular in Marketing

This 5 page Class Notes was uploaded by Erin McGoff on Thursday October 13, 2016. The Class Notes belongs to MKTG 421 at American University taught by Dr. Sanal Mazvancheryl in Fall 2016. Since its upload, it has received 4 views. For similar materials see Brand Management in Marketing at American University.


Reviews for Brand Management - Week 7 Notes


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 10/13/16
Brand Marketing 10/12/16 11:28 PM Week 7 – October 12, 2016 Building Global Brands & Russian Standard Vodka Case • What o There is no standard definition of a “global brand” ▯ A brand that is the same in several countries –vague. o Working definitions o • Why o The lure of global branding ▯ More countries, more revenues, more profits. ▯ Sometimes to counteract declining sales in domestic market ▯ Reduced costs through economies of scale ▯ Recognition that consumers are getting more global ▯ Fear that the competition will get there first ▯ A global profule is needed for company’s success o Harsh Global Environment ▯ Many global flops: ▯ Hallmark cards in France ▯ Kelloggs in India ▯ Uber in China • How o Q1. Deciding which global market to enter? ▯ Market’s overall attractiveness ▯ Benefits outweigh costs, attractive market ▯ Must weight the risks. ▯ GDP = average amount of money available in the country—the activity of the economy in a country. ▯ Risk + Benefits + Costs ▯ Entering global markets: benefits ▯ Developing countries with high growth rates are called emerging markets ▯ Challenges • 1/3 of the world is illiterate—how to advertise? • Ethical issues • Poor infrastructure • Low income (low discretionary money) ▯ Entering global markets: costs ▯ Costs of entering global markets are often greater than anticipated • Costs of manufacturing and distributing products across geographic boundaries • Costs of packaging, advertising, promotion • Costs of creating infrastructure and distribution ▯ Global Markets: Risks ▯ Political risks • Stability of government • Legal risks ▯ Economic risks • Currency risks • Risks to economic growth o Adaptation vs. Standardization ▯ Elements of the marketing mix could be: ▯ Standardized across al markets or ▯ Adapted to appeal to particular countries ▯ Promotion & Product adaptation ▯ Product adaptation • Oreos to wafers in China Promotion adaptation • Reasons: • Language differences • Cultural differences • Social differences • Legal and regulatory differences o Global Brand Management: Country factors ▯ Country of Origin effect: deals with quality perceptions of that product ▯ Country of origin bias ▯ To cope with unfavorable COO images, companies can resort to several strategies including: ▯ Building up strong brand equity ▯ Disguising ▯ Boosting the country of origin ▯ Buying brands with a favorable COO image o Global brand management: consumer factors ▯ Consumers are becoming more globalized ▯ But consumers are still very different around the world ▯ Cross-culture illiteracy ▯ Lack of knowledge about practices in the country or culture leading to marketing and advantage blunders o Global brands: pro and con ▯ Disadvantages ▯ Recently ther has been a backlash against what is perceived as excessive globalization. o Conclusion: be a global leader, not necessarily a global brand. 10/12/16 11:28 PM 10/12/16 11:28 PM


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"

Amaris Trozzo George Washington University

"I made $350 in just two days after posting my first study guide."

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.