Handbook of Research in International Marketing, Second Edition
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Handbook of Research in International Marketing, Second Edition

Edited by Subhash C. Jain and David A. Griffith

The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today’s most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future.
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Chapter 2: The Promises of Global Branding: Market Shares in Major Countries 2000–2009

Johny K. Johansson


2 The promises of global brands: market shares in major countries 2000–2009 Johny K. Johansson INTRODUCTION The brand is a promise that links a product or service to a consumer. The logo on a product and the legally protected trademark are more than simply visual identity markers – they evoke various beliefs, attitudes and feelings about the branded products and services. These mental associations are the promises that link the brands to the consumer. For branding professionals, a ‘brand exists in your customer’s mind’. Brand management then involves the invention of memorable brand names, creation of impression moments, and generally managing the way consumers perceive the brand. The traditional ‘promises’ of a particular brand are product-specific – superior performance, higher quality, increased reliability, better service and so on. But promises are also tied directly to the brand itself; it could be a brand image which helped the consumer look and feel ‘cool’ and sophisticated, or practical and no-nonsense. There can be many promises of a brand, and they can be different for different people, for example the way Levi’s jeans mean different things to consumers in the US and abroad. These kinds of promises can also come from groups of brands, not just single brands. Many Japanese cars have something in common, promising reliability, ease-of-use, practicality. Similarly, many American brands to younger segments tend to offer excitement, style, convenience. These ‘promises’ are not unique to specific brands but to the country a product comes from. As a consumer one may not...

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