Management international des marques : les cas Nike, Danone et Coca-Cola

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29 pages word

anglais

marketing

mémoire

publié le 26/08/2008

avis client : non évalué

niveau : avancé

consulté 2 fois

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Résumé

Globalization is a business strategy. Globalization has produced a mass of benefits for the companies. It has allowed developing countries to earn money on assets by investment. The related absence of government intervention provided reduction in corruption, elimination in trade regulation, liberalization in capital markets and increase in competition. While these processes kept going, jobs were created, technology spread, investment became deep and wages converged.
Nowadays the globalization of brands has a priority for all headquarters. Because in this era of globalization and internet; it is easy to build a global brand. Also global brands have a sustainable competitive advantage and they are making a lot of money via loyal customers.
In this project, the aim is to show the different ways of building brands throughout the world becoming more and more global and to illustrate the explanations with 3 cases studies. Also the characteristics of being global, being regional and being hybrid will be tried to understand among three empirical examples. Thus, the general research question of this dissertation will be : how companies can build a strong brand when going abroad in the current globalization world?

Sommaire

Frame of reference
1. Role of brands
2. 3 different types of brands
3. What is a strong brand?
4. How to build a brand?
5. Development of International Branding Structure
Method
1. Research methods
2. Types of research
3. Population and sampling of the research
4. Instruments of data collection
Delimitations
The study case of Nike – think global, act global
1. The product
2. The price
3. The distribution
4. The communication
The study case of Coca Cola – an hybrid strategy