4.3.4 Branding

• What does branding in global marketing involve?

  Creating a unique identity
• Branding is important globally because it enhances brand recognition
• Branding in global marketing helps build customer trust and loyalty.
• Why does branding allow for premium pricing?

  Builds brand loyalty
• Branding in global marketing creates a competitive advantage
• Match the key element of branding with its definition:

  Brand Name ↔️ The name chosen for the product or service

  Logo ↔️ The visual symbol representing the brand

  Slogan ↔️ A short, memorable phrase

  Brand Personality ↔️ Human traits associated with the brand
• Arrange the following phrases in order of their relevance to global branding:

  1️⃣ Branding

  2️⃣ Brand Recognition

  3️⃣ Customer Trust
• Branding in global marketing enhances brand recognition
• Why is a brand name important in global marketing?

  Ensures easy recognition
• A logo provides a consistent visual identity for a brand globally.
• What does brand personality help a brand achieve in global marketing?

  Connect with customers
• A global brand logo ensures a consistent visual identity
• Match the global branding strategy with its description:

  Standardization ↔️ Using the same branding elements across all markets

  Adaptation ↔️ Modifying branding elements to suit local markets
• What is the key goal of standardization in global branding?

  Uniform branding globally
• Adaptation in global branding involves modifying branding elements for local markets.
• What is the approach of adaptation in global branding?

  Branding tailored to local markets
• In global branding, companies must decide between standardization and adaptation
• Standardization involves modifying branding elements to suit local markets.

  False
• Match the branding approach with its description:

  Standardization ↔️ Uniform branding globally

  Adaptation ↔️ Branding tailored to local markets
• The advantages of standardization include a consistent brand image and cost savings
• Adaptation allows for cultural sensitivity but may dilute brand identity.
• A disadvantage of adaptation is that it can be costly and may dilute brand identity
• Coca-Cola uses a standardized brand name and logo globally but adapts its marketing campaigns to local cultures.
• Arrange the key strategies for managing a global brand reputation in a logical sequence:

  1️⃣ Monitoring media

  2️⃣ Responding to feedback

  3️⃣ Engaging with customers

  4️⃣ Crisis management
• Monitoring media allows for early detection of issues
• Coca-Cola is an example of effective crisis management in global branding.
• The advantage of standardization is a consistent brand image
• Adaptation can lead to better resonance with local markets.
• What is the primary goal of managing a global brand reputation?

  Maintaining a positive image
• Maintaining a uniform brand image globally is known as standardization
• What does it mean to adapt branding in global marketing?

  Tailoring to local markets
• Crisis management is a strategy for handling negative events to protect brand reputation.
• Continuously assessing brand perception is called monitoring
• What is an advantage of standardization in global branding?

  Consistent brand image
• Adaptation in global branding leads to better resonance with local markets.
• How does crisis management protect a global brand reputation?

  Handles negative events
• Monitoring in global branding identifies areas for improvement
• What does branding in global marketing create for a product or service?

  Unique and consistent identity
• Branding builds customer trust and loyalty
• What does branding allow companies to charge?

  Premium pricing