[Title]
"What makes a global brand?" (Global vs Local strategy)

[Speaker]
Mr Jusuke JJ Ikegami (MBA student, Judge Institute of Management Studies, Clare Hall)

[Date/Time]
Saturday, 12 June, 1999; 7:00-9:00pm

[Venue]
Seminar room, Darwin College

[Abstract]
International branding on a truly global scale has become a serious business issue for modern Multi National Corporations (MNCs).
While "brands" are the heart of business strategy and marketing there are only few MNCs which have established true global brands such as Coke, Georgio Armani and Sony. This presentation is based on the speaker's MBA dissertation whichaims to examine the key determinants of global branding.
So the topics will be:
What is brand and why branding matters: Though many people associate branding with fashion brand, brand is a wider concept and is the heart of business strategy and marketing. I will explain how Benz, M&Ms and Glico Pokky differ, and how the power brands contribute to the performance of a firm or a product.
What are the international strategy options in branding and their characteristics?
- Global brand name and global marketing mix
- Global brand name and local marketing mix
- Local brand name and global marketing mix
- Local brand name and local marketing mix
What are the possible determinants of global branding?
How can we make a global brand?