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Essay / Research Paper Abstract
This 12 page paper is written in two parts. The first, and largest part of the paper discusses a statement that argues the most successful global brands come from America, and although global brands may come form any country, that "the US is better at the practice of branding than other country". This includes consideration of what makes successful branding marketing and the sources of any advantages the US may have. The second part of the paper produces a marketing plan for a company looking for a new market; the market is china and the product cosmetics. The bibliography cites 8 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEUSbrand.rtf
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Unformatted sample text from the term paper:
brand names are from America. McDonalds, Coca-Cola, Pepsi and Nike all originate in the USA. It is argued that a string brand name may originate anywhere in the world, examples
such as Nokia and Mercedes indicate this, but that the Hegemony of strong bands is the result of a superiority of the US and their ability to brand goods. This
may have some truth, if we look at the way marketing has developed there was certainly a head start in the United States compared to other, later developing countries. However,
the impact may also be due to the greater resources and the economic hegemony of the global economy as well as the more international presentation of American culture. Furthermore, many
of the tope marketing agencies are located outside of the US, for example, many US companies may use London based agencies. However they have the use of resources to choose
their marketing agents. It is also noted that many of the top brand names are also commodities, this may be easier to understand due to the need for maintenance
marketing, but is also with consideration. To look at this we need to consider the way that branding occurs and how this may or may not indicate that the US
firms are best at branding. The commercial environment is increasingly competitive. There is a need for any manufacturer, producer or supplier to be able to gain a competitive advantage
over the competition in order to ensure their own success. This may be undertaken in two ways, by gaining a cost advantages, which can only be gained by a single
company in any sector, or by differentiation, the creation f a real or perceived different that makes a product identifiable by the way it has different features. If this can
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