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

Topic 2: The need to give international brands a local voice
Thảo luận tiếng anh và slide " The need to give
international brands a local voice"
Presentation
Teacher: Vũ Thị Kim Liên
Group: 05
Topic2 The need to give international brands a local voice
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Topic 2: The need to give international brands a local voice
Outline
Thảo luận tiếng anh và slide " The need to give international
brands a local voice" 1
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.

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Topic 2: The need to give international brands a local voice
• 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.
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Topic 2: The need to give international brands a local voice
• 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
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Topic 2: The need to give international brands a local voice
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
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Topic 2: The need to give international brands a local voice
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.
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Topic 2: The need to give international brands a local voice
• Local voices help company penetrate and expand international
market 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‘s
needs.
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

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Topic 2: The need to give international brands a local voice
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.
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Topic 2: The need to give international brands a local voice
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,
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Topic 2: The need to give international brands a local voice
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
eat pork, they often cook and like to eat fresh. Especially the Western
countries they are very precious pets such as dogs, cats and never eat them
and if you invite them to eat it, they will think it is an insult.
• You should change message from country to country
People who say you don’t need to worry about your competitors
couldn’t be more wrong. Competent managers have to know how to
position their brand in relation to the competition. In terms of factors like
price and quality of the product. Managers should relate the brand’s
values in a meaningful way to the consumers they have targeted. With
worldwide brands this may mean changing your message from country to
country.
• you should localize your search engine marketing components,
website and marketing collateral to the new language markets
Pay attention to imagery in all mediums such as photos, videos, and
Flash. Select inoffensive content and be respectful of sensitive
male/female relationships in different cultures. Decide which content on
your website will be translated and which will remain in English.
Remember that marketing translation collateral, advertising campaigns
and the like - is often fairly tricky due to clever idioms, so account for
extra time to have this done right.
III. Conclusion

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Topic 2: The need to give international brands a local voice
Generally, a local voice is very useful for company. Most of all, it
is one of important elements help develop brands.
Follow our group, famous brands help penetrate a new market,
expand existing market more easily. However it is not always successful
if the companies do not pay attention to research local markets carefully.
We saw a typical example: Toyota company. They failed to sell “Inova”
cars in Spain’s market because “Invova” means “ do not move” in Spain.
So International brands always need a local voice.
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