行政经营的洞察：通过市场整合品牌战略：创建国际品牌体系外文原文.pdfVIP

Executive Insights: Integrating Branding Strategy Across Markets : Building International Brand Architecture Brands play a critical role in establishing a firms visibility andABSTRACT position in international markets. Building a coherent interna- tional brand architecture is a key component of the firms over- all international marketing strategy, because it provides a structure to leverage strong brands into other markets, assimi- late acquired brands, and integrate strategy across markets. The authors examine the way firms have developed international brand architecture and the drivers that shape the architecture. The authors discuss implications for the design and manage- ment of the firms international brand architecture. With the globalization of markets and the growth of competi- tion on a global scale, companies are increasingly expanding Susan P. Douglas, the geographic scope of their operations, acquiring compa- C. Samuel Craig, and nies in other countries, and entering into alliances across na- tional boundaries. At the same time, with the spread of global Edwin J. Nijssen and regional media, the development of international retail- ing, and the movement of people, goods, and organizations across national borders, markets are becoming more inte- grated. As a result, firms need to pay greater attention to co- ordinating and integrating marketing strategy across markets. An important element of a firms overall marketing strategy is its branding policy. Strong brands help the firm establish an identity in the marketplace and develop a solid customer franchise (Aaker 1996; Kapferer 1997; Keller 1998), as well as provide a weapon to counter growing retailer power (Barwise and Robertson 1992). They can also provide the basis for brand extensions, which further strengthen the firms position and enhance value (Aaker and Keller 1990). In inte