Category: Global Brand Management

Study week Dubai 2015: Service Culture and Innovation in Dubai

Prof Paul Williams at the American University in Sharjah guided us through the intricacies of providing service in an Arab context during out second session. Arab culture values service highly, but does not want to be on the serving side. The high number of Filipinos employed in the service sector in Dubai attests to this. While shoppers may appear demanding in Westerners’ eyes, their attention to high service quality means that they will accept only the best. It also means …

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Dedicam: Flying high through Social Networks?

Author: Kathrin Kunz Business success through outstanding products and network marketing: Start-up company Dedicam, specializing in using drone aircraft to film movies, commercials and extreme sports events, has maximized the use of networks to communicate its unique product nabbing renowned clients like Audi, Red Bull, Mercedes or Porsche. Instead of classic advertisement, content and inbound marketing was the topic which helped Dedicam to fly. At the commencement of operations in 2010, the founders Davide Tiraboschi and Dionys Frei understood that …

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Standardized or value-based products for different cultures?

Author: Monika Sidler Standardized brands could benefit from large-volume production and transfer of expertise. But globalization has not produced globally uniform consumers. Coca-Cola changed its strategy from “think global, act local” to “think local, act local”. “The fashion industry tends to present the ideal woman’s figure as slim (standard). Black teens connect a full figure with health and fertility (cultural value).” What we purchase, and why we do so, is influenced by our cultural values. These vary across nations. Even …

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A&F Brand Image: Casual Clothing & Controversy

Author: Ana Ingold “We hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that”, said Mike Jeffries CEO of Abercrombie and Fitch. This is the business philosophy Abercrombie and Fitch has been building its apparel brand on during the last 17 years. And this lifestyle brand which is called “Casual Luxury” by insiders definitely sells. A&F have more than 5000 …

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“Glocal” – To be or not to be?

Source: Gerd Altmann, www.pixelio.de Author: Carla Sager How comes that the three letters “I B M” are today worth 70 Billion$ according to Interbrand’s ranking? To achieve an internationally reputed brand value is truly not easy and requires a sound global strategy, e.g. outlined nicely by MarketingWeek. A pre-requirement for going global must be based on a successful performance in the home market and a consistent brand culture. A pure global brand strategy focuses on creating a sole brand concept …

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Managing a nation brand

Author: Michael Domeisen What does “Switzerland“ mean to you? A tourist destination? A herd of Simmental cows? A strong business location or a tax heaven? Origin of quality products? A German airline? A hot spot of high prices and strong currency? The values underlying the nation brand “Switzerland” are manifold. And so are the challenges when it comes to manage a nation brand. Checking out www.switzerland.com gives you an impression about the number of stakeholders caring about the management of …

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International Marketing – we keep at it

New markets offer new challenges. Nowadays, keeping up with the competition means an international profile is imperative. This bilingual German/English blog is dedicated to the topic of “International Marketing and Communication”. We will deal with topics such as: – Global Brand Management – Online Communication worldwide – International Pricing – International Campaigning and Advertising – Market Entry Barriers – Strategic Selling – Negotiation Strategies and International Communication. Experts will contribute articles referring to exciting events on the topics, introducing methods …

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