Product For THE International Market

PRODUCT FOR
THE
INTERNATIONAL
Consumer product for the international market.
MARKET
The identification of the barriers of international
brand
About P&G
The company was formed in 1837 when William
Procter, a British candlemaker, and James Gamble,
an Irish soapmaker, merged their businesses in
Cincinnati.
The chief ingredient for both products was animal

fat, which was readily available in the hog-
butchering center of Cincinnati
Headquarters are in Cincinnati, Ohio.

BRANDING
What is global brand?
A global brand is defines as the worldwide use of

a name, term, sign , symbol (visual and or
auditory), design, or combination thereof intended
to identify goods or services of one seller and to
differentiate them from competitors
BRANDING
How a brand can be so successful?
A successful brand is the most valuable resource a

company has.
The brand name encompasses the years of

advertising, goodwill, quality, evaluations,
product experience and other beneficial attributes
the market associates with the product.
Brand image is at the very core of business

identity and strategy
Decision to have Local or Global Brand:
An international marketer should consider various

psychographic and demographic factors in foreign
markets while taking decisions on whether to extend
local brands to foreign markets or use separate brands
for foreign markets.
 Local Brand:
Many global companies have started using local brands

in order to give an impression of their cultural
compatibility of the local market.
The advantages of the local brands are easy

acceptability, easy to pronounce and understand and
avoiding negative connotations.
 Global Brand:
Multinational companies (MNCs) generally prefer

global brands, i.e., same brand all over the globe.
The advantages of the global brands are uniform

worldwide image, easy identification and
recognition, reduction in advertising cost, prevent
brand confusion and promote goodwill and
reputation
The internet and other technologies accelerate the

pace of the globalization of brands. Even for
products that must be adapted to local market
conditions and culture, a global brand can be used
with careful consideration
Even for products that must be adapted
to local market conditions, a global brand can be
successfully used with careful consideration.
Heinz produces a multitude of products that are

sold under the Heinz brand all
over the world. Many are also adapted to local
tastes.
In the United Kingdom, for example,

Heinz Baked Beans Pizza (available with cheese
or sausage) was a runaway hit, selling over 2.5
million pizzas in the first six months after its
introduction
Ideally, a global brand gives a company
uniformly positive worldwide brand
associations that enhance efficiency and
cost savings when introducing other
products with the brand name, but not
all companies believes a single brand
approach is the best as the same brand
does not necessarily hold the same
meaning in different countries.
Kellogg, Coca-Cola, Caterpillar, and Levi’s,
which use the same brands worldwide,
other multinationals such as Nestlé, Mars,
Procter & Gamble, and Gillette have some
brands that are promoted worldwide and
others that are country specific.
Among companies that have faced the

question of whether to make all their brands
global, not all have followed the same path.
2021
According to author Robert Tönnis The term brand
piracy is unauthorized usage of protected brand
names, labels, designs or description of trade.
Brand piracy occurs when a product features a

name or logo similar to another well-known brand or
product. It is common among products that are easily
replicated, and consumers will often mistake a
counterfeit product for the original brand name.
Counterfeit and pirated goods come from a wide range

of industries—apparel, automotive parts, agricultural
chemicals, pharmaceuticals, books, records, films,
computer software, mobile phones, baby formula, auto
parts, and even cars themselves.
Types of Brand Piracy
There are three main categories of brand piracy: outright piracy,

reverse engineering, and counterfeiting:
Outright piracy: Here, a product is exactly the same as the brand

name and uses the same trademark. Unlike the original, the
trademark is false.
Reverse engineering: In this type of piracy, the product’s construction

and composition are copied, manufactured, and then sold on the
market, often at very low prices. This happens primarily in the
electronics industry.
Counterfeiting: In this case, product quality is altered even though the

same trademark is on the label. This is one of the most common types
of brand piracy.

Product For THE International Market

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PRODUCT FOR

The chief ingredient for both products was animal

Headquarters are in Cincinnati, Ohio.

A global brand is defines as the worldwide use of

A successful brand is the most valuable resource a

The brand name encompasses the years of

Brand image is at the very core of business

An international marketer should consider various

Many global companies have started using local brands

The advantages of the local brands are easy

Multinational companies (MNCs) generally prefer

The advantages of the global brands are uniform

The internet and other technologies accelerate the

Heinz produces a multitude of products that are

In the United Kingdom, for example,

Among companies that have faced the

Brand piracy occurs when a product features a

Counterfeit and pirated goods come from a wide range

There are three main categories of brand piracy: outright piracy,

Outright piracy: Here, a product is exactly the same as the brand

Reverse engineering: In this type of piracy, the product’s construction

Counterfeiting: In this case, product quality is altered even though the

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