prof
shankoool
7b_maryam.pptxForeign Branding
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Table of contents
Introduction
Definition of Foreign Branding
Application of Foreign Branding
Examples of Foreign Branding
How Foreign Branding Differs from Country of Origin
Conclusion
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Introduction
Majority of the multinational companies engaged in selling their products or services within the international market employ the concept of foreign branding.
The application of this concept provides them with leverage or a higher competitive advantage when compared to some of their competitors.
Utilization of foreign branding works towards creating a specific effect on specific products or services as a way of achieving expected sales or profit margins.
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Definition of Foreign Branding
Foreign branding to a marketing and advertisement concept focused on improving superiority of a product through utilization of foreign-sounding names.
Usage of foreign-sounding names helps in describing some form and creating a high standard in terms of quality expectations for the products.
Provision of foreign-sounding provides products with a special effect that would help entice consumers or buyers when compared to other products in the market.
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Figure 1: Example of Foreign Brands
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Application of Foreign Branding
The first notable application of foreign branding comes about when a company intends to change the perception on a given product or service in the market.
Secondly, the application of foreign branding is evident when companies intend on creating that platform for them to achieve higher market shares in the markets.
Lastly, the application of foreign branding comes about when companies move ahead towards ensuring that they create a positive effect on their products and services.
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Figure 3: Most used Foreign Brands
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Examples of Foreign Branding
An example of foreign branding is Louis Philippe, which a clothing brand originally from France but has engaged in advertisement campaigns around the world.
Being from France, the brand creates a perception associated with prosperity and class, which are the two main aspects promoting this brand.
Another example of foreign branding is Toyota, which is a brand from Japan but has achieved an international platform through its idea of foreign branding.
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Figure 3: Examples of Companies using Foreign Branding in China
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Foreign branding: example 1
Häagen-Dazs is an ice cream brand established by Reuben and Rose Mattus in the Bronx, New York, in 1961
The name: Mattus felt that Denmark was known for its dairy products and had a positive image in the U.S.
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Foreign branding: example 2
Merci is a brand of German chocolate candy manufactured by the German company August Storck.
The word "merci" is the French word for “thank you”.
How Foreign Branding Differs from Country of Origin (COO)
The concept of foreign branding differs from that of country of origin (COO), as the idea of COO focuses more on defining a consumer’s attitude based on the country of origin on the label.
Spanish Brand
Zara’s retailer in Arteixo and Galicia
However, in foreign branding, the main idea is to capture the attention of individual consumers based on the possibilities of product name
Foreign branding and country of origin (COO) differ significantly on the intended impacts associated with the utilization of these concepts attributed to the fact that COO works towards changing the attitude of consumers based on the country of origin, highlighted in the product label. However, this is different when dealing with foreign branding, as the main aspect of consideration in foreign branding is that companies use specific product names to capture the attention of their consumers.
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Figure 4: Liking Scores for Products in Domestic and Foreign Markets
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Conclusion
Foreign branding refers to the process in which companies, engaging in the international markets, use foreign-sounding names as a marketing strategy.
The main areas of application for foreign branding focus more on providing companies with a better avenue for improving their competitive advantage.
Foreign branding differs from country of origin (COO), as COO focuses on changing perception based on the country within which the product or service originates.
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