Académique Documents
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: Branding Issues
Gautam Dutta
Managers Dilemma:
Develop international brand?
Develop local brand?
Kill local brand?
FRAMEWORK
1. ORGNANISATIONAL LEVEL
CORPORATE: Phillips, Benetton Shell, Apple, Nike
FAMILY: (Unilever) Walls, Algida,
Calvin Klein (Personal Product)
Phillip Moris (Cigarette )
Kraft (Cheese)
Pedigree
PRODUCT: Camay Soap
Pentene Shampoo
FRAMEWORK
2. GEOGRAPHIC SCOPE
1.
2.
3.
1.
2.
3.
1.
2.
Global
Corporate brands
Family- Nivea, pedigree
Product Camay, Pentene
Regional
Walls US , China,India
Tide USA
Cheer USA
National
Unilever- Flora- USA
Promise in USA
A Framework to examine
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