Branding and Globalization

Explain why Hilton can be successful and how to expand the worldwide market.(history, family, American culture, company culture, management method, brand advertising) Conclusion: Recently, B&G has been a trend in the worldwide places. There are lots of benefits to economy and social but still has some negative problem. Nowadays, governments and company managers have to create some methods to solve this problem. I will give some suggestions.

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While economic and location difference between markets and business, it is culture that really affects the way that brands need to be marketed. Culture means history, beliefs, customs, habits, values and social behavior of a group of people. As a result of globalization and advancements in technology people are exposed to more international news and goods than ever before.

However, the majority of people think , live and act locally. For example people in individualistic culture tend to prefer living in separate houses with private gardens, while people in collectivist cultures tend to prefer apartments. This has obvious ramification in terms of the types of products and services that will be bought as well as the size and scale of items. So when companies and managers decide the type of products in different places they have to put the culture background in an important place. As brands move beyond their countries of origin, it is more difficult for them to create a strong relationship with customers in new countries.

For most brands, most of their strength and equity come from their original home markets. This should not be surprising, because few of today’s global brands were designed to travel. Most originated long before the imperative to go global took hold. We can hypothesize that as a strong brand moves from its country of origin, it struggles to meet different consumers needs and desires in the new territory. No matter how strong a brand might be on its home turf, it can be tough to win over local customers who have grown up with own well-loved brands. In order to explore the elements that affect the choice of people between local brands and global brands, I find a survey from “Millward Brown” which commissions a survey on lots of local brands like Volkswagen and Fiat and global brands like McDonald’s, KFC, Budweiser, Heineken…

According to analysis the data, it is obviously that perception of heritage and association with local or national culture affect the fortunes of global and local brands alike. After all, here are some suggestions for MNC brands that can disrupt the status quo and enter a new market by following steps: 1. Adapting products and services to meet local needs and tastes 2. Solving the value equation through product and pricing strategies 3. Creating a strong presence and a distinctive identity 4. Adopting more aggressive point-of-purchase tactics