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Article
Publication date: 20 September 2011

Hsiu Ying Huang and Ming Huei Hsieh

The purpose of this study is to explore and conceptualize the process of how an emerging‐market firm develops a successful international brand.

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Abstract

Purpose

The purpose of this study is to explore and conceptualize the process of how an emerging‐market firm develops a successful international brand.

Design/methodology/approach

A qualitative case study approach was employed in this study. Two rounds of data collection were conducted. Data sources include archival, interview and field notes. A total of 13 in‐depth interviews were conducted. Interviewees were drawn from across different functions and comprised top management to lower‐level employees. Collected data were analyzed in the iterate process, and emergent themes from the case form the basis of strategy conceptualizing.

Findings

An effective international branding process can be conceptualized as four sequential strategic steps: create a transcultural brand name; identify a universal appeal for its products; develop a global brand essence; and convey the brand essence through products. The case finding also shows that the ability to fuse three pairs of seemingly contrasting elements across geographical and temporal boundaries is essential in the strategic process. The three pairs of elements include Western and Eastern cultures, historical and modern elements and craftsmanship and mass‐production.

Research limitations/implications

This paper is rich in qualitative detail, but with all single case study research, its limitations regard applicability to other contexts. The applicability may suffer from the idiosyncratic characteristics of the case company as well as the difference between industries and products.

Practical implications

The finding provides insights into how an emerging‐market firm can craft its international brand both faster and more effectively. The identified international branding process has managerial implications for international marketers in both emerging‐market and non‐emerging‐market firms.

Originality/value

The study fills the void in the research of international branding strategy of emerging‐market firms. The conceptualization of an international branding provides a basis for further research on how to effectively craft an international brand.

Details

Marketing Intelligence & Planning, vol. 29 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 1 April 1993

Andreas Kelz and Brian Bloch

Examines the motivation for and the benefits of a global brandingstrategy, and sets out a framework for its implementation. Discusses theinternational environmental…

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Abstract

Examines the motivation for and the benefits of a global branding strategy, and sets out a framework for its implementation. Discusses the international environmental circumstances conducive to global branding, analyses the major functions and benefits of the strategy – advertising cost savings, rapid introduction of product innovation and improved identification and motivation of the workforce with the enterprise. Finally deals with the organizational conditions for global branding, such as strategic planning and controlling, organizational anchoring and marketing research. Draws on both English and German management literature.

Details

Industrial Management & Data Systems, vol. 93 no. 4
Type: Research Article
ISSN: 0263-5577

Keywords

Abstract

Subject area

Marketing.

Study level/applicability

This case can be used in an international marketing course or module, at executive or MBA level, and is particularly suitable as a case on global branding.

Case overview

MTN was launched in 1994 as a leading provider of communication services, offering cellular network access and business solutions. After building up a successful operation in South Africa, achieving a market share of some 38 per cent (second only to Vodacom, the dominant mobile telecommunications provider), the group began its expansion into the rest of Africa in 1998. It was the first South African cell phone network operator to do so. The objective of this expansion was, despite the uncertain political and regulatory environment, to take advantage of the market opportunities in Africa, given its underdeveloped telecommunications infrastructure and the transferability of MTN's skills into other African countries. At the time of the case (June 2005), MTN had established itself in eight different African countries, with a subscriber base of 14.3 million in South Africa and 2.9 million in the rest of Africa, with plans for further growth in the territory and elsewhere. As a result of this international expansion, a major challenge was to ensure consistent branding in the different countries.

Expected learning outcomes

The expected learning outcomes are: to explore the challenges of international expansion into new markets; to understand global brand building strategies, how to create a consistent identity and how to build a services brand; to understand the challenges of implementing a marketing change strategy across different countries with different cultures and with employees with different agendas and to highlight the importance of people in providing a service and in delivering the brand promise.

Supplementary materials

Teaching note.

Details

Emerald Emerging Markets Case Studies, vol. 1 no. 1
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 10 July 2017

Jiaxun He and Cheng Lu Wang

The purpose of this paper is to investigate the influence of incorporating Chinese elements in global brands on consumer purchase likelihood.

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Abstract

Purpose

The purpose of this paper is to investigate the influence of incorporating Chinese elements in global brands on consumer purchase likelihood.

Design/methodology/approach

Six global brand products from three categories that utilized Chinese elements are used to test hypotheses. The Total Effect Moderation Model is used to analyze by combining moderation and mediation under a general analytical framework.

Findings

The results show that cultural compatibility has direct positive effect, in addition to an indirect effect (through local iconness) on purchase likelihood. Meanwhile, consumer cultural identity is found to moderate the impact of brand local iconness on purchase likelihood.

Practical implications

Evaluation and improvement of cultural compatibility in a global brand that incorporates Chinese elements is recommended for multinational marketers entering Chinese consumer markets. Meanwhile, marketers should pay attention to consumer cultural identity in the market segmentation process.

Originality/value

This paper takes a unique perspective to investigate whether and how global brands can succeed when adding local cultural elements to the product design, packaging and promotion in emerging markets like China.

Details

International Marketing Review, vol. 34 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 1 September 2000

Fred Palumbo and Paul Herbig

In today’s global market, a brand’s marketing strategy must go head‐to‐head, not only with regional or national brands, but also with international competitors’ marketing…

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Abstract

In today’s global market, a brand’s marketing strategy must go head‐to‐head, not only with regional or national brands, but also with international competitors’ marketing strategies. This adds an entirely new dimension to a company’s marketing strategy when it comes to identifying, attracting, and retaining a market. This paper examines the concept of brand loyalty, discusses the various issues connected with brand loyalty, discusses cross‐cultural views on brand loyalty throughout the world, and illustrates the proliferation of brand loyalty across international frontiers.

Details

European Journal of Innovation Management, vol. 3 no. 3
Type: Research Article
ISSN: 1460-1060

Keywords

Article
Publication date: 27 March 2009

Jean Cushen

From the optimistic to the critical, the post‐structural to the market rational there are varied perspectives on normative control at work. The purpose of this paper is to…

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Abstract

Purpose

From the optimistic to the critical, the post‐structural to the market rational there are varied perspectives on normative control at work. The purpose of this paper is to describe a tactical evolution in normative control practices and explore how this development sits with each perspective.

Design/methodology/approach

The paper is based on a six month participant ethnography incorporating 75 interviews and document analysis. Data are presented from human resources, executives, managers and employees.

Findings

This paper presents an account of a leading, listed, global firm's attempt to align employees to the organisation's goals through fashioning an ideal employee identity based on the organisation brand. Perspectives are provided on the desired role and ultimate failure of this employee branding initiative. Indeed, branding may be a normative step too far. The paper demonstrates how the workplace comprises of a variety of experiential forces and employees are capable of deciding which are the most substantive. However, the existence of varied perspectives on normative control within the workplace can account for both its failure and perpetuation.

Research limitations/implications

The findings highlight the variety of forces that interact to shape perspectives of normative control within a workplace. Consequently, future research may benefit from adopting a more holistic analytical approach to avoid over or under estimating the role of normative control.

Originality/value

The novelty of this paper comes firstly from the account of a tactical normative development and secondly from the demonstration of the value of considering the role and impact of normative control from a variety of theoretical perspectives.

Details

Qualitative Research in Accounting & Management, vol. 6 no. 1/2
Type: Research Article
ISSN: 1176-6093

Keywords

Article
Publication date: 25 July 2022

Dalia Abdel Rahman Farrag and Sahar Raafat Abu Gharara

The purpose of this exploratory paper is to investigate and understand the most important factors that influence Arab-origin brands to go global and to appear in brand

Abstract

Purpose

The purpose of this exploratory paper is to investigate and understand the most important factors that influence Arab-origin brands to go global and to appear in brand valuation studies.

Design/methodology/approach

Initially, content analysis on current literature has been conducted followed by qualitative research in the form of in-depth interviews with marketing experts that own or work for successful Arab-origin brands in Muslim countries. Data has been collected related to brands from Qatar, United Arab Emirates, Egypt, Kuwait and Saudi Arabia. A total of 20 in-depth interviews have been conducted by using face-to-face/online voice recorded method. Interviews have been transcribed, coded and analyzed.

Findings

Findings revealed that the main factors affecting the global branding process for Arab-origin brands are internal as compared to external factors. Some of the factors are common with factors in current literature such as dealing with local competition, however, many new factors as well have been identified like brand essence/meaning, internal marketing, top management support and entering mature markets. Cultural heritage plays a significant role in the strategy, creativity and leadership related to building global brands in Arab/Islamic countries. A preliminary model has been proposed based on the findings.

Research limitations/implications

This study is just a starting point for further research. The interaction and relationship between internal and external factors could be further investigated. For example, top management support can moderate the influence of local competition in global markets (Carpenter and Fredrickson, 2001). The proposed framework should be quantitatively measured across different brands for further analyzing the main factors that influence Arab/Islamic-origin brands to go global and generalizing findings. Furthermore, the role of each factor may differ from one industry to another. For example in service organizations, frontline employees are crucial to the success of the organization and challenging to standardize across global markets. Investigating the different combinations of strategy, creativity and leadership from one global market to another opens doors for further scholarly work in this area.

Originality/value

This is a pioneer study in attempting to understand the most relevant factors influencing Arab-origin brands to go global as compared to Western brands that are commonly researched in the literature. This study opens doors to further research related to Arab-origin brands globalization process as well as provides interesting insights to marketers and brand owners about the real reasons that may hinder and genuinely influence Arab-origin brands from taking their locally successful brands fully global.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 1 August 1999

Len Tiu Wright and Clive Nancarrow

Looks at the implications of building brand equity in a marketing rather than balance sheet sense. Uses the case example of Chivas Regal to illustrate how the global brand

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Abstract

Looks at the implications of building brand equity in a marketing rather than balance sheet sense. Uses the case example of Chivas Regal to illustrate how the global brand of a multinational organisation can be developed and whether a “global” advertising campaign can be built. Examines the role of marketing research in this process. In order to determine how a brand’s equity can be developed, the core and local values of a global brand as seen by consumers need to be clearly identified. However, running a global advertising campaign is expensive for the organisation. Pre‐testing in international marketing research helps in reducing risks with the positive effects of obtaining feedback and informing those involved. The discussion in the paper covers the pre‐testing of a global advertising campaign, in particular the appropriateness of qualitative and quantitative pre‐testing methods and then the measures used for post‐campaign assessment. The discussion also includes the appropriateness of single measures of brand equity.

Details

International Marketing Review, vol. 16 no. 4/5
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 1 April 2022

Jiaxun He and Jiaye Ge

This study aims to investigate how brand innovativeness and national traditions influence perceived brand globalness and brand competence by affecting Brand-Nation…

Abstract

Purpose

This study aims to investigate how brand innovativeness and national traditions influence perceived brand globalness and brand competence by affecting Brand-Nation Connection (BNC) in the changing world.

Design/methodology/approach

Besides the study of the development and validation of the BNC construct, this paper conducts two studies that use eight global brands from different categories to test hypotheses.

Findings

Two empirical studies show that brand innovativeness and national traditions have positive effects on BNC. Furthermore, technological turbulence moderates the impact of brand innovativeness on BNC, and cultural change moderates the relationship between national traditions and BNC. Meanwhile, BNC is an important determinant of perceived brand globalness, and both BNC and perceived brand globalness positively influence brand competence, with the former exerting a stronger effect.

Practical implications

The findings highlight that in the changing world, the coexistence of brand innovation and cultural traditions through strategic management is essential for brand competence. They also provide guidelines for emerging global brands to incorporate nation-related cues and global signals in their brand positioning to reinforce brand competence.

Originality/value

This study contributes to understanding how brand innovation and cultural traditions create value for emerging global brands in a rapidly changing environment. It also provides implications regarding how BNC helps emerging market brands to go global, and it presents a new understanding that both nation-level brand status and perceived brand globalness are signals that convey brand competence.

Details

International Marketing Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 1 December 1996

Chris Macrae

Brand managers face many challenges (including questions of brand strength, world class culture, “glocal” branding, seeded marketing channels, “service smart” integration…

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Abstract

Brand managers face many challenges (including questions of brand strength, world class culture, “glocal” branding, seeded marketing channels, “service smart” integration, brand architecture and brand organizing). A framework is presented for thinking about the challenges and how to deal with them. This process, called “brand chartering”, has three principal elements: creating and communicating the brand, managing the brand organization, and directing and structuring the brand. We illustrate how this framework is of help in management practice and show how it can be used as a tool for organizational learning.

Details

Marketing Intelligence & Planning, vol. 14 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

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