What is the brand internationalization operation mode? What are the brand internationalization operation modes?

Brand building and development has become the focus of global enterprises, and building internationally renowned brands has become the core content of many enterprises' globalization strategies.

First, the general model of enterprise brand internationalization management

Facing different target markets, many enterprises choose different brand management modes according to their own conditions in practice.

(A) the development process of enterprise brand management as the standard.

1. Internationalization mode of brand positioning

The international operation of enterprises needs accurate brand positioning. The internationalization model of brand positioning regards the whole world as a same market, and each country or region is a sub-market with no difference characteristics. It can make consumers clearly identify and remember the interests and personality of the brand, and it is an important force to drive consumers to have a sense of identity with a brand.

2. Brand extension mode

Brand extension provides a shortcut for brand expansion, clears the obstacles and effectively allocates enterprise brand resources. Brand extension determines the economic value of the brand. The best-selling brands of well-known enterprises can bring many opportunities for brand extension, and the success of brand extension is one of the successful conditions for cross-regional and transnational development of enterprises.

3.M&A brand model

This model shortens the time for consumers to recognize and accept, reduces the difficulty of entering the market, helps to form a late-comer advantage, cultivates and expands independent brands, and shortens the gap with international brands. For enterprises with relatively strong financial strength and certain transnational operation ability, M&A is a more favorable brand management model.

(2) Take the diversity and singleness of products as the standard.

1. Multi-brand model

It refers to the decision of an enterprise to operate two or more competitive brands at the same time in the same product field. According to different target markets, it is relatively independent in operation. It can occupy the market to the maximum extent, realize cross coverage to consumers and reduce the business risk of enterprises.

2. Single brand model

Single brand is relative to multi-brand strategy. Using one brand for all products of an enterprise can greatly save communication costs, facilitate the launch of new products and gain the trust of consumers.

(3) The treatment method based on globalization and localization.

According to the different ways to deal with globalization and localization, brand internationalization models can be divided into the following categories:

1. Globalization of standard brands

The basic feature of this model is that all the marketing mix elements are unified and standardized except the necessary tactical adjustment. In other words, the whole world is regarded as the same market, and each country or region is a sub-market with no different characteristics. From the perspective of industries and products, this strategy is mainly implemented by some high-end luxury goods and cosmetics, and some are food brands.

2. Simulate brand globalization

That is, in addition to the global unification of major marketing elements such as brand image and brand positioning, other elements such as products, packaging and advertising planning. It should be adjusted according to the specific situation of the local market to improve the adaptability of the brand to the market. From the perspective of industry, the typical one is the automobile industry.

3. "Standard" brand positioning

This is a brand internationalization strategy with the lowest degree of internationalization. In the process of implementing the internationalization strategy, all marketing mix elements should fully consider the cultural tradition and language of the host country and make appropriate adjustments according to local market conditions. This is mainly some food and daily chemical products.

4. System determines brand globalization

The so-called institutional decision means that due to the particularity of some products, their marketing does not depend entirely on the enterprise itself, but is greatly influenced by the trade and distribution system of the host country, so that enterprises can only make unified or localized decisions within the framework of institutional constraints. The typical industry is the audio-visual products industry.

In the first mode of brand internationalization, brand image and positioning generally do not implement localization strategy, otherwise it will lose brand personality and affect brand promotion. However, because there are some factors that affect and restrict brand internationalization, as shown in the following figure, pure brand internationalization does not exist, which means that the first model is only an ideal model.

The best international brands often adopt the second model, that is, the so-called "global thinking, local implementation", or "global thinking local". In other words, first of all, we must have a sense of overall situation, make overall plans on a global scale, and adjust measures to local conditions when implementing plans. According to the research of relevant scholars on the Asian market, most multinational companies adopt the brand internationalization strategy of combining standardization with localization, that is, they adopt more standardized decisions (such as brand positioning, brand personality, advertising theme, etc.) in brand strategic decision-making. ) and more localized decisions in brand tactical decisions (such as brand name, advertising expression and media selection, etc. ).