Značková strategie v mezinárodním marketingu

Pavel Pichler

Doctoral thesis

Brand strategy in international marketing

Abstract:

Značková politika v mezinárodním marketingu je jedním z klíčových faktorů ovlivňujících úspěšnost firem na tuzemském i mezinárodním trhu. Značka je fenoménem, se kterým se všichni spotřebitelé, dodavatelé i odběratelé setkávají denně, a proto jsem přesvědčen, že si toto téma zaslouží velkou pozornost a hlubší zkoumání. Hlavním cílem disertační práce je podat ucelený pohled na značkovou strategii v mezinárodním marketingu a detailně objasnit pojem a význam značky. Záměrem tedy je utřídit a zesumarizovat teoretické i praktické poznatky o značce a značkové strategii ve vztahu k mezinárodnímu marketingu a analyzovat různé aspekty v této souvislosti, které představují dílčí cíle práce. První dílčím cílem je pomocí definování pojmu značka vymezit její místo v marketingu a to jak v pojetí teoretickém, tak praktickém. Jde o to zodpovědět mj. otázku, jaká je vazba mezi značkou a marketingovým plánem firmy. Druhým dílčím cílem je analyzovat hodnotu značky a brand equity a vzájemnou provázanost mezi těmito pojmy. Dále jde o poskytnutí výčtu značek s největší hodnotou a o popsání vývoje značek v tranzitivních ekonomikách, specificky pak v České republice. Třetím dílčím cílem je podat ucelený přehled o řízení a budování značek. Zde půjde jak o pohled ve vztahu k trhu a spotřebitelům, tak o pohled dovnitř firmy ve smyslu organizačním. Zvláštní pozornost bude věnována distribučním značkám, neboť se jedná o velmi aktuální fenomén s dynamickým vývojem. Čtvrtým dílčím cílem je nastínit na základě shromážděného materiálu pravděpodobné trendy ve značkové politice. Pátým dílčím cílem je představit příklady některých konkrétních úspěšných značek s využitím předchozího teoretického materiálu. Doprovodným pedagogickým cílem je přinést ucelený metodologický pohled na problematiku značky a značkové strategie v mezinárodním marketingu.

Abstract:

Brand strategy is one of the key factors influencing the companies' success on the domestic as well as international markets. Brand is a fenomenon, which all consumers, suppliers and companies encounter on daily basis and therefore this topic deserves a proper attention. The main objective of this doctoral thesis is to present a comprehensive overview of the brand strategy in international marketing. There is an intention to provide a definition of brand (trademark) and describe the importance of a brand and make a summary of theoretical and practical knowledge about brands and brand strategy in relation to international marketing and analyze various apects, which represent partial objectives if this thesis. The first part of the thesis provides the definition of a brand, both in the business and the legal sence, and describes the importance of a brand in marketing management; it is emphasized, that the importance goes beyond the 4 P's in the marketing tactics, but it is an integral part of the company's strategy and a centre of interest of the highest management, since the value of the brand often exceeds the value of company's tangible assets. The thesis also proves the increasing importance of a brand from the supply point of view during the single development phases of the marketing concepts. The second part is focused on the value of the brand and it's evaluation and brand equity. It is explained, that a single definition of brand equity doesn't exist and various approaches to this topic are provided. An absolute brand value also doesn't exist, because the value is based upon an estimation of future revenues and profits determined by many factors. The Winning brands methodology from AC Nielsen is introduced as a practical example of a brand equity study. The world's most valuable brands are presented according to Interbrands and MillwardBrown, and it is shown, that the Best Global Brands index (i.e. Top 100 brands according to Interbrands) consistently outperformed the average market's performance given by MSCI and S&P indices; the most successful brands become even more successful. The opinion on transitive economies and the Czech republic from the brands' development point of view is provided, including the available ranking. The third chapter concentrates on building and managing brands. The difference between a product and a brand is provided and put into the context of the product policy as a part of the marketing mix. The link with the brand equity is shown in the sence, that various components of the brand equity represent important areas, where it is necessary to put attention and resources behind in order to build a strong brand. The importance of functional attributes, emotional attributes and attribute of self-expression is highlighted as well as the relation between the brand and the price. Basic objectives when building a brand are reflected in the consumer funnel, which consists of brand awareness, image, trial and loyalty. On the other hand the brand funnel provides a ladder, based on which the level of communication strategy is identified (product attributes, benefits, values, brand essence). Further text concentrates on strategic brand management including various aspects of marketing budget for the brand, internal evaluation of brand achievements compared to pre-defined objectives and institutional aspects of the brand building; different approach of sales and marketing is described, and description of the brand management, marketing management, category management and sales management are provided in detail and key performance indicators are shown in detail from practical point of view. Substantial part is devoted to private labels, which is a segment showing fast growth. Confirmation of one of the hypotheses brings a clear answer, that private labels are not only a tool for price competition, but fulfill also other tasks, like the extension of the consumers' choice, building new categories, providing a

Abstract:

promise to consumers supported by the reatiler's reputation etc. In the following part there were identified trends, which can be expected in relation to brand strategy: polarization of brands, further strengthening of strong manufacturers' brands and corporate brands, a trend towards imaginative and creative communication of brands, development towards global brands, rationalization of brands' portfolio, re-branding, growth of private labels, co-branding and prioritization in brand management. In the fifth chapter theoretical approach was applied on the exaples of selected brands, which I worked with in my previous career. Many aspects of the international brand strategy are demonstrated on three brands: Becherovka as a large domestic brand dstributed also on international markets; Red Bull as a relatively young brand, which managed to become a global brand, including the distribution on the Czech market, where I actively participated in the launch; and Seven Crown as one of the world's largest alcohol brands, but which appears rather as a regional brand and a successful adaptation to the local Czech market conditions is shown. I amconvinced, that the main objective of this doctoral thesis, i.e. to present a comprehensive overview of the brand strategy in international marketing, as well as the partial objectives and the pedagogical objective were fulfilled.

Keywords

mezinárodní marketing, značková strategie, hodnota značky

Keywords

brand strategy, international marketing, brand value

Language used: Czech

Date on which the thesis was submitted / produced: 30. 9. 2005

Thesis defence

• Date of defence: 22. 6. 2009
• Supervisor: Hana Machková
• Reader: Božena Plchová, Jiří Jindra, Jaroslav Kita

Vysoká škola ekonomická v Praze

Doctoral programme / field:
Mezinárodní ekonomické vztahy / Mezinárodní ekonomické vztahy