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

2. 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

Brand equity has 4 aspects: Brand loyalty, Brand awareness, Brand associations and Perceived value:

●      Brand loyalty:

○      Occurs when consumers make repeat purchases of a brand

○      Can enable reduced marketing costs since consumers are already loyal.

○      Loyal customers demand their preferred brands, regardless of convenience or price.

●      Brand awareness:

○      The first stage of brand experience

○      Strength of brand in consumer’s memory

○      The degree to which consumers precisely associate a brand with a specific product

○      Strong brand awareness leads to high sales and high market share

●      Brand associations

○      Brand associations are images and symbols associated with a brand or a brand benefit.

○      Brand associations are key factors that drive the development of brand relationships because brand associations produce brand loyalty.

●      Perceived value

○      Customers’ perceptions of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives.

○      Perceived quality is an overall feeling about a brand, though typically based on underlying dimensions including product characteristics, such as reliability and performance.

●      Standardization: Global standardization is the ability to use standard marketing internationally – from one country to the next, and across various cultures.

●      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)