Thảo luận tiếng anh và slide thuyết trình The need to give international brands a local voice

Thảo luận tiếng anh và slide The need to give international brands a local voice PresentationTeacher: Vũ Thị Kim Liên Group: 05Topic2 The need to give international brands a local voiceOutlineI. Overview of brands.21.1Definition of brands21.2Benefits of brands2Benefits for manufactures2Benefits for customers31.3Diference between international brands and local brands4•The market scale4•Brand strategy5II. The need to give international brands a local voice.52.1Reasons for giving international brands a local voice.5•The differences in language, cultural and tatse of each country6•Helping company penetrate and expand international market more easily.62.2The need to give international brands a local voice.7•Research carefully market to undersand customer‘s needs.7•Learn more about local culture, language, traditional,…8•Meet all customers requirements; tastes;9•Change message from country to country10•Localize your search engine marketing components, website and marketing collateral to the new language markets10III. Conclusion10Today, branding is a very powerful component in business. The brand must have a logo to make branding easier and more possible. The consumers decide if they will buy a product or use a service based on how they view the brand. To promote your brand have many ways and it is important that you do so. One of them is the need to give international brands a local voice.The need to give international brands a local voice

Thảo luận tiếng anh và slide " The need to give international brands a local voice"

I Overview of brands. 2

1.1 Definition of brands 2

1.2 Benefits of brands 2

 Benefits for manufactures 2

 Benefits for customers 3

1.3 Diference between international brands and local brands 4

 The market scale 4

 Brand strategy 5

II The need to give international brands a local voice. 5

2.1 Reasons for giving international brands a local voice 5

 The differences in language, cultural and tatse of each country 6

 Helping company penetrate and expand international marketmore easily. 6

2.2 The need to give international brands a local voice 7

 Research carefully market to undersand customer‘s needs. 7

 Learn more about local culture, language, traditional,… 8

 Meet all customers requirements; tastes; 9

 Change message from country to country 10

 Localize your search engine marketing components, website andmarketing collateral to the new language markets 10

III Conclusion 10

Today, branding is a very powerful component in business The brand must have a logo to make branding easier and more possible The consumers decide if they will buy a product or use a service based on how they view the brand To promote your brand have many ways and it is important that you do so One of them is the need to give international brands a local voice.

I Overview of brands.

1.1Definition of brands

A brand is usually associated with the logo, sign, name, or other image that consumers associate with your company and product But in fact, brand also incorporates other factors, and include those unique characteristics that distinguish your product, and sets it apart from the competition It also relates to the quality of your product, the way you do business, and how you are perceived by others.

Benefits of brands

 Benefits for manufactures

To build strong brand, every company has to sacrifice lots of effort,

money, time…In return, when company have a strong brand, it will give the company many benefits.

 A brand will increase the recognition and loyalty of consumers The main benefit of branding is that customers are much more likely to remember your business A strong brand helps to keep your company’s image in the mind of your potential customers Even if the customer was not aware that you sell a particular product, if they trust your brand, they are likely to trust you with unfamiliar products

 A brand will project an images of a large, a quality business People usually associate branding with larger businesses that have the money to spend on advertising and promotion An image of size and establishment can be especially important when a customer wants reassurance that you will still be around in a few years Many people see the brand as a part of a product or service that helps to show its quality and value Most people will believe that a business would be hesitant to put their brand name on something that was of poor quality.

 A brand will help your company develop multiple products more easily If your business has a strong brand, it allows you to link together several different products or ranges You can put your brand name on every product or service you sell, meaning that customers for one product will be more likely to buy another product from you.

 Benefits for customers

Branded products have become a familiar things toward the customers and it brings many benefits for customers:

 Branded products are always high quality, secure, luxury, friendly with for environment, useful for health , So, customers always believe in using branded products and are satisfied with buying it.

 When customers use Branded products, they feel more confident, more powerful, healthier and happier So, branded products are more expensive than other products but it is favorite by apart of customers who has high income

 Services are professional, such as: payment service, selling service, after sales service,…which makes customers feel reliable, comfortable when they buy products.

Example Coca-Cola is the best-selling soft drink brands in the most countries and was recognized as one global brand in 2010 Coca-Cola is beverages offer excellent taste and superior value to customer.

1.2Difference between international brands and local brands

 Local brands are ‘collection of community associations on local character and image by objects which it owns, such as history, social and economic development, human, geographical characteristics, the destination, the business environment, the movement and dynamic national, values such as friendliness, quality, innovation ’’

 A international brand is defined as the worldwide use of a name, term, sign, symbol, design, or combination thereof intended to identify goods or services of one seller and to differ them from those of competitors

Many differences between international brands and local brands

 The market scale

The main difference between international brands and local brands would be its market presence where the local brands are concentrated on tapping the customers of a particular region while the international brands caters the needs of customers from various countries.

- Local brands

This type of brand is a brand that sold their product or marketed their brand’s product in a small or restricted geographical area This type of brand only can found in the one country or region It may also be a brand that is developed for a specific national market, however the

amazing things is the local brand is more often being done by the consumers than by the producers

- International brands

International brands can be defined as a brand which perceived to reflect the same set of values around the world The International brands were more focusing on enduring relationship with customers across countries and cultures Nowadays there were many of the international brands such as Facebook, Apple, Coca cola, McDonald’s and Sony These brands are selling the similar product in the multiple markets and it also can be considered as successful global brands

 Brand strategy

The strategies that being used of these our brands also will be different Brand strategy is aimed on influencing people perception about the brand such as they were persuaded to act in a certain manner

- Local brands

The local brand may use many strategy in order to makes their brand is being aware by the consumer The local brands were a brand that easy to develop They have used brand strategy by knowing their customer need and want and the relevant brand name according to their culture The local brand has to create a modified branding if the product that they sell were similar with the other products The uniqueness of the brand name or sign may attract the consumer attention.

- International brands

The International brands can use many strategies, for example the broad strategy areas that can be used are the brand domain These brand domains are experts in one or more of the aspects In order to use this kind of strategy the person must have an intimate knowledge, not only about the technologies shaping but also the pertinent customers behavior and needs

II The need to give international brands a local voice.

2.1Reasons for giving international brands a local voice.

The need to localize is very important While your brand values and culture will be evident in all your markets, the actual words you use need to be different and it’s a simple fact that some concepts don’t translate between cultures You may need to consider trans-creation, which is essentially copywriting in a foreign language And the reason why it’s a viable alternative to simply hiring a copywriter for the target country, is because there is always a need to understand and appreciate the original message and how it reflects a company’s brand.

There are some reasons why international brands need a local voice:

 The differences in language, cultural and taste of each country

Business want to give a brand to the world is very difficult if they don’t have knowledge of the culture and language of other countries Working overseas will bring with it some cultural challenges New language, customs and ways of doing business are things you will need to consider before you enter a new country Cultural differences are the variations in the way of life, beliefs, traditions and laws between different countries, religions, societies and people Culture has far reaching implications for your branding, negotiation tactics, marketing approach, and expectations A local voice will help an international brand can approach customers more easy and the customer will know to the brand of them more than.

 Local voices help company penetrate and expand internationalmarket more easily.

Depth of sales of a particular product in a given market The deeper the penetration, the higher the volume of product sales In order to expand

the sales of current products in markets where their products are already being sold, marketers utilize market penetration strategies such as cutting prices, increasing advertising, obtaining better store or shelf positions for their products, or innovative distribution tactics If exporting to a new market you need to be aware of cultural differences between yourself and your international business partners Familiarity with customs and etiquette ranging from business methods, dress and diet to history and religious customs will improve your chance of success.

2.2The need to give international brands a local voice.

 You should research carefully market to understand customer‘sneeds.

Marketing research can give a business a picture of what kinds of new products and services may bring a profit For products and services already available, marketing research can tell companies whether they are meeting their customers' needs and expectations By researching the answers to specific questions, small-business owners can learn whether they need to change their package design or tweak their delivery methods and even whether they should consider offering additional services.

Identifying customer needs involves researching your industry and asking your customers lots of specific questions Good customer research helps you work out how to convince your customers that they need your products and services.

- Identify your customers

The first step of customer research is identifying your customers Your market research should help you understand your potential customers Further customer research can help you develop a more detailed picture of them and understand how to target them It will also highlight key

characteristics your customers share, such as: gender, age, occupation, disposable income, recreational activities.

- Understand why they shop

Once you've identified who your customers are, you can find out what motivates them to buy products and services For example, consider if they make decisions based on: work demands, family needs, budget pressures, social or emotional needs.

- Identify preferred shopping methods

As well as understanding why they shop, you will also want to understand how they shop To learn about your customers' preferred method and means of shopping, consider if they shop online, over the phone or in stores; make spontaneous or carefully considered buying decisions.

- Consider their spending habits

Different types of customers will be willing to spend different amounts Find out what financial capacity and spending habits your customers have For example, consider their average income; the portion of their income they spend on the type of products or services you sell if they budget.

- Find out what they think of you

Learn about your customers' views and expectations of your business and rivals For example, find out what they think of your products and services; customer service; competitors.

 You should learn more about local culture, language, tradition,…

Business not only research customer’s need but also research about local culture, language and tradition.

The most business when they want penetrate into a new market special that is foreign market, So main difficult of business is differences in language That problem influences deeply to business of companies Therefore, language and traditional understanding are necessary when company want business in those countries The more business understand

cultural traditions, the better business orient on their investing How do you invest? How much do you invest? How are product features to suit their customer?… That are some questions which business must answer to see important of local culture researching for business development Moreover, business need must know local language, that is method to communicate with local people in order that business can launch and sell their product to local customers That is important sector in order product of business is known popular and have developing potentiality on the new full environment.

 You should meet all customer’s requirements; tastes;

The specific needs of customers in each country for the products are different This is an extremely important ,international businesses need to attention because it will decides that their goods have been accepted or not? This is an example of the winter fashion Winter in Vietnam have temperature from 10 - 18 0C, occasional have snow in some areas So winter clothes do not need to be too thick , need compact and fashionable But in some other countries such as the UK, Russia, South Korea in winter ,temperature can drop very low and often have snow and ice so requirement their clothes to keep warm well is the most important thing If you understand requirements of customers for products , you will help international enterprise have a place in the heart of customers It is the first step to international businesses can to enter the market.

Each nation, a region, a domain have private dining tastes It is derived from the process of living, economic conditions, customs, geography, climate, social conditions The international enterprise are trading in food sector when they want to attack the food market of any the country need to learn about eating habits and tastes of the people of this country The British, French enjoyed the meat and it is main dish of meal, they usually reserve fast food and canned food But Greek Muslims do not