global brands vs local brands

1. GLOBAL BRANDS VS LOCAL
BRANDS
PREPARED BY:
SAHIL DUDEJA
(302)
1

2. WHAT IS BRAND?
 Product manufactured by a particular company under a
particular name
 Part of clues which defines people
 Making the impossible possible for consumers.
2

3. LOCAL, REGIONAL, INTERNATIONAL
AND GLOBAL BRAND
 Local – Managed within one country
 Regional - Managed on a delimited geographical zone
 International - Managed at international level but with
possible adaptation
 Global - Managed in most standardized way as possible
3

4. GLOBAL+LOCAL
4

5. GLOBAL BRAND VS LOCAL BRAND
MARKETING
 Global Branding- A Bigger Challenge?
 Purpose of Global Brand management
 Global Communication
 Role of Local Brand
 Promotional Side
5

6. FACTORS INFLUENCING WILLINGNESS TO
BUY GLOBAL VS. LOCAL PRODUCTS
 National Pride
 The Why Behind The Buy
 Local Brands have the advantage in Food and Beverage
Categories
 Global Brands are Perceived as Quality for Baby Care
Categories
 Consumers Love Global Brands for Personal Care and
Beauty 6

7. 7

8. COCA-COLA : GLOBAL IS OUT,
LOCAL IS IN
 Initial set backs in 80s the benefits of global integration
 ‘Think local, Act local’ by putting increased decision
making in the hands of local managers
 Get involved in civic and charitable activities
Better understanding and appealing to local differences.
8

9. CONCLUSION
Which Brand should be preferred?
Global or Local ??
9

10. 10