Under the national wave of ＂going global＂, more and more Chinese enterprises and brands are nudging into the overseas market, with the focus shifting from pure manufacturing to quality focus and to the current innov...Under the national wave of ＂going global＂, more and more Chinese enterprises and brands are nudging into the overseas market, with the focus shifting from pure manufacturing to quality focus and to the current innovation orientation,展开更多
In today＇s globally competitive world, because of the globalization, new business patterns and the changing nature of consumers, the companies feel the necessity to act strategic in the market and to reach up the tar...In today＇s globally competitive world, because of the globalization, new business patterns and the changing nature of consumers, the companies feel the necessity to act strategic in the market and to reach up the target markets and sustain maximum customer satisfaction in order to compete and survive. In this context, within the study it is tried to define product positioning in international markets and global branding strategies conceptually and to focus on their contributions to the overall competitive advantage of the company. Initially, the study tries to present the association between product positioning and global branding approaches of the companies and sustaining competitive advantage. Justifications for the examination of the importance of companies＇ international product positioning and global branding orientations as a basis of creating competitive advantage were derived from the literature. It is suggested that the companies＇ product positioning and global branding orientations and sustaining competitive advantage are the important aspects in multinational management and international business areas. Therefore, the purpose of this study is to evaluate the impact of product positioning and global branding strategies of the companies with special references to various industries and global brands.展开更多
The Chinese masters of the seventeenth century inspire luxury brand Chanel Some brands like Chanel continually put on the market products that carry an element of dream: an
One of the most valuable assets a company has is/are the brand name（s） associated its products or services Branding can act as a springboard for advertising and planning advertising campaigns around single brands or...One of the most valuable assets a company has is/are the brand name（s） associated its products or services Branding can act as a springboard for advertising and planning advertising campaigns around single brands or a family of brands. Many companies are organized around brands or brand groups. Companies like Proctor and Gamble allow the brand to represent the product and do not associate the corporate name with their various brands and product lines. Branding is a powerful business tool. A number of dimensions of branding are discussed in this paper. General reference is made to brand identity, brand identity traps, the value of brands, and brand loyalty. The paper then discusses the influence of brand loyalty on consumer behavior, the importance of global brands, and country of origin effects. Lastly the paper discusses elements of customer loyalty展开更多
文摘Under the national wave of ＂going global＂, more and more Chinese enterprises and brands are nudging into the overseas market, with the focus shifting from pure manufacturing to quality focus and to the current innovation orientation,
文摘In today＇s globally competitive world, because of the globalization, new business patterns and the changing nature of consumers, the companies feel the necessity to act strategic in the market and to reach up the target markets and sustain maximum customer satisfaction in order to compete and survive. In this context, within the study it is tried to define product positioning in international markets and global branding strategies conceptually and to focus on their contributions to the overall competitive advantage of the company. Initially, the study tries to present the association between product positioning and global branding approaches of the companies and sustaining competitive advantage. Justifications for the examination of the importance of companies＇ international product positioning and global branding orientations as a basis of creating competitive advantage were derived from the literature. It is suggested that the companies＇ product positioning and global branding orientations and sustaining competitive advantage are the important aspects in multinational management and international business areas. Therefore, the purpose of this study is to evaluate the impact of product positioning and global branding strategies of the companies with special references to various industries and global brands.
文摘The Chinese masters of the seventeenth century inspire luxury brand Chanel Some brands like Chanel continually put on the market products that carry an element of dream: an
文摘One of the most valuable assets a company has is/are the brand name（s） associated its products or services Branding can act as a springboard for advertising and planning advertising campaigns around single brands or a family of brands. Many companies are organized around brands or brand groups. Companies like Proctor and Gamble allow the brand to represent the product and do not associate the corporate name with their various brands and product lines. Branding is a powerful business tool. A number of dimensions of branding are discussed in this paper. General reference is made to brand identity, brand identity traps, the value of brands, and brand loyalty. The paper then discusses the influence of brand loyalty on consumer behavior, the importance of global brands, and country of origin effects. Lastly the paper discusses elements of customer loyalty
