Digital Marketing

GLOBAL BRANDING - A1 (Template Version)

You have to satisfy 2 points: Introduce the background of the brand: UNIQLO History of the brand & some key features about their brand's story/mission:

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DETAILED INSTRUCTION

A/ Assignment Recap

  • Choose a global brand
  • Identify brand equity performance
  • Analyze internationalization strategies

 

Here are suggested structure:

I/ Introduction

II/ Brand equity performance

  1. Brand equity performance 1
  2. Brand equity performance 2
  3. Brand equity performance 3

III/ Brand internationalization

  1. Standardization strategy
  1. Target Segment
  2. Positioning
  1. Adaptation strategy

IV/ Conclusion

 

TIPS: You should choose a well-known brand, as this kind of brand has higher possibilities to expand into many countries, which is easier to write.

 

B/ Key term definition

  1. Brand equity is built on:
  • Brand Loyalty: Customers regularly returning to a brand, saving on marketing costs and staying with their preferred brand, irrespective of price or convenience.
  • Brand Awareness: Recognition and recall of a brand, key to gaining customer trust and commanding a larger market share.
  • Brand Associations: Connections made in the consumer’s mind, shaping the perception of brand benefits and loyalty.
  • Perceived Value: The customer’s view of a brand’s worth, influencing their choice and the brand's pricing power in comparison to competitors.

 

  1. Standardization: Global standardization is the ability to use standard marketing internationally – from one country to the next, and across various cultures.
  2. Adaptation means tailoring marketing to appeal to the cultural or demographic particulars of customers in the new market

 

C/ Detailed guideline

I/ Introduction

You have to satisfy 2 points:

  • Introduce the background of the brand: UNIQLO
    • History of the brand & some key features about their brand's story/mission:

 

Example: The first UNIQLO store was launched in June 1984. With 40 years in this industry, UNIQLO always follows a mission of unlocking the power of clothing, since they believe that they can turn clothing into a force for good: By designing, making and selling good pieces, they could make the world a better place (Sustainability at UNIQLO)

 

    • Its revenue/performance so far, which is backed up by evidence and data

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