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Term |
Definition |
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Why should brand focus on global market |
Brand is the image and represent the company, product,
or services itself. How many consumers aware of it, think and feel about
brand will directly affect the operation, sales, or profit of the company. In
fact, what actually form the value of brand would be equal to how much
consumer recognize the brand
品牌是形象，代表公司、产品或服务本身。 有多少消费者对品牌的认知、思考和感受，将直接影响企业的经营、销售或利润。 事实上，真正形成品牌价值的东西，就等于消费者对品牌的认可程度。
In this case what is the most important element is
the based number of consumers which mean the population. Local population is
limited but global market is having more potential consumer as well to
stimulate the awareness and benefit for continues development of the company
itself.
在这种情况下，最重要的因素是基于消费者的数量，即人口。 当地人口有限，但全球市场也有更多潜在消费者，能为公司自身的持续发展提高其意识度和利益。
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Brand value chain 品牌价值链
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Brand value chain can be defined as the brand value
promised by the enterprise to their consumer as the orientation, vision, and
goal. It includes the whole business chain of the enterprise’s operation,
such as the product designing, developing, production, distribution and on
with the purpose to improve their brand value.
品牌价值链可以定义为企业向消费者承诺的品牌价值，作为定位、愿景和目标。 它包括企业经营的整个业务链，如产品设计、开发、生产、分销等，旨在提高企业的品牌价值。
It can be divided into 4 brand value chain stages: 可分为4个品牌价值链阶段 ·
Consumer mindset ·
Market performance ·
Stockholder vale ·
Market investment
For example, In order to build up luxury and elegant brand image,
Lexus has provided and set up a high-end environment from their employee
workplace to the production of product. For example, designer would be sent to
tourist resort, stay in five-star hotels, and enjoy VIP treatment to help
them feel the luxury and bring it to the production design phase. 为打造奢华优雅的品牌形象，雷克萨斯从员工工作场所到产品生产，都提供并营造了高端环境。 例如，设计师会被派往旅游胜地，入住五星级酒店，享受VIP待遇，帮助他们感受奢华，并将其带入生产设计阶段。
Even more, Lexus strictly controls and monitor whole
production process include procurement, material usage, till the
profitability of dealer and distributor to ensure the consumer obtain the
best experience. 更重要的是，雷克萨斯严格控制和监控整个生产过程，包括采购、材料使用，直到经销商和分销商的盈利能力，以确保消费者获得最佳体验。
In term of advertising, Lexus are also chosen to
advertise their advertisement in high-end leisure places which gathered most
high-end elites that having higher purchasing power, such as golf clubs. All
of this activity has built up the image that show Lexus is the luxury car
specially for the high-end elite in society. 在广告方面，雷克萨斯也选择在高端休闲场所进行广告投放，这些场所聚集了大多数高端精英，具有较高的购买力，例如高尔夫球杆。 所有这些活动都树立了雷克萨斯是专为社会高端精英打造的豪车形象。
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Global marketing program |
Advantages ·
Access to more Potential consumer ·
Improve visibility of your brand in global scale ·
Increase potential profit and sales ·
Increase company competitiveness ·
Potential cost saving and effective adaptation ·
Risk Diversify
Disadvantages ·
Rules and Regulation Issues ·
Culture Differentiation Issues ·
Entry barriers ·
Politic and economy Issues ·
Inventory and distribution issues
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Self-evaluation of the global brands
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Identify the difference and similarities between
current and global market. 确定当前和全球市场之间的差异和相似之处。
Does any partner / party that may support your
brands 是否有任何合作伙伴/团体可能支持您的品牌
Balance focusing and monitor on both local and
global market 平衡关注和监控本地和全球市场
What adaptation should be done on operate for global
operation. 应针对全局操作对操作进行哪些调整。
How to overpass international barrier and obstacles. 如何跨越国际障碍和障碍。
Does the fundamental of brand stable? 品牌的基本面是否稳定？
Balancing between customization and standardization. 在定制和标准化之间取得平衡。
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Customizing marketing mix element in local markets
for global brands |
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Product strategy ·
Pricing strategy ·
Communication strategy ·
Distribution strategy
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