Dynamics Of International Brand Architecture:
DYNAMICS OF INTERNATIONAL BRAND ARCHITECTURE:
OVERVIEW AND DIRECTIONS FOR FUTURE RESEARCH
Susan P. Douglas
and
C. Samuel Craig
Stern School of Business
New York University
April 2002
Paper presented at Research in International Marketing Conference.
CIBER University of Connecticut; October 19, 2001.
Contact Author:
Susan P. Douglas
New York University
Stern School of Business, K-MEC 7-67
44 West 4th Street
New York, NY 10012-1126
Phone: (212) 998-0418
Email: [email protected]
The authors wish to acknowledge support provided by the Unilever Foundation for this research.
DYNAMICS OF INTERNATIONAL BRAND ARCHITECTURE:
OVERVIEW AND DIRECTIONS FOR FUTURE RESEARCH
Abstract
Brands play a critical role in a firm's international marketing strategy. A coherent international brand architecture is a key component of the firm's overall international marketing strategy as it provides a framework to leverage strong brands into other markets, assimilate acquired brands, and rationalize the firm's international branding strategy. This paper looks at the various components of international brand architecture and the different types of architecture found among a sample of large international consumer goods companies. Based on these initial insights, some key issues that need further research are identified.
Introduction
Branding is a key element of a firm’s marketing strategy. Strong brands help establish the firm's identity in the market place, and develop a solid customer franchise (Aaker, 1996; Kapferer, 1997; Keller, 1998). Owning the number one or two brand in the product category provides manufacturers withas well as provid ...
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