1. Brand Strategies Choice of a brand for export ADAMS Adeline – BADJI Judicaël – RIVIER Audrey

2. What is a brand? Sign that enables to distinguish products or services of a person or a firm. - Logo - Catch phrase (« Because I’m worth it ») - Jingle (Bouygues Telecom) - Name - Number (Beer: 1664; Clothes: 64) - Etc. ADAMS Adeline – BADJI Judicaël – RIVIER Audrey

3. Why adopt a brand? It allows the customer to: - Identify and spot the product; - Feel confident (the brand represents the producer’s commitment to maintain a quality product); - Make choices easier; - Customize the purchase (social and cultural positioning). ADAMS Adeline – BADJI Judicaël – RIVIER Audrey

4. Brand protection Copyright in each export country concerned. The Office for Harmonization in the Internal Market & the Community Trade Mark. The World Intellectual Property Organization & the Madrid Protocol. ADAMS Adeline – BADJI Judicaël – RIVIER Audrey

5. Possible brand strategies When exporting, which brand should be used? Keep the same name of brand Change the name of the brand In the case of a merger ADAMS Adeline – BADJI Judicaël – RIVIER Audrey

6. Keep the same brand (1/2) When it represents a model of dominant behaviour on an international scale. When it is linked to a product, a market or a strong identity brand. When it reflects a cultural stereotype. ADAMS Adeline – BADJI Judicaël – RIVIER Audrey

7. Keep the same brand (2/2) When it is based on an original idea or a new concept. When the company’s purpose was to trade on an international scale. ADAMS Adeline – BADJI Judicaël – RIVIER Audrey

8. Change the name of the brand (1/2) A few international marketing blunders: - General Motors : Nova - EMU - Nike - MacDonald’s - Pepsi ADAMS Adeline – BADJI Judicaël – RIVIER Audrey

9. Change the name of the brand (2/2)  Register a new brand for a target market.  Export without a brand name.  Merger. ADAMS Adeline – BADJI Judicaël – RIVIER Audrey

10. 3 possibilities: - - Choice according to the reputation of each brand. - Satisfaction survey. A B In the case of a merger A B ADAMS Adeline – BADJI Judicaël – RIVIER Audrey

11. B adopts the brand of A The purchased company adopts the purchasing company’s brand name. ex : Philips-Whirlpool Black & Decker-General Electric ADAMS Adeline – BADJI Judicaël – RIVIER Audrey

12. Role of the reputation of each brand If the purchased brand is more known abroad, then it is maybe preferable to keep that brand name. ex : Pedigree-Pal ADAMS Adeline – BADJI Judicaël – RIVIER Audrey

13. Satisfaction survey Carried out when the two brands are well known on an international level. Questions based on a large number of criteria addressed to the customers of each brand. ex : Accor-Pullman ADAMS Adeline – BADJI Judicaël – RIVIER Audrey

14. Conclusion Many possibilities : Depends on size of company… … and on its budget. Other ways such as partnerships, joint ventures… ADAMS Adeline – BADJI Judicaël – RIVIER Audrey