,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Foreign Branding,Li Deyang 4123336,Wang na 4123111,Fang Liyuan 4122616,Dong Yanqin 4122975,Yang Kaili 4123194,Two important tasks of branding,Establish a good corporate image and products,Increase brand awareness,Reputation and character degrees,To sale eventually which have the names products,SWOT analysis about Starbuck,How to open international markets:,Establish a good corporate image and products,COO effects are also depend on the product category.,A independent workspace,The worlds leading coffee retailer,roaster and brand owners,Lack of advertisement,To sale eventually which have the names products,Establish a good corporate image and products,Trading way to promote,COO effects are also depend on the product category.,high comfort level,Promotion strategy:,Consumer promoting methods,Consumer promoting methods,Three ways to promote,Consumer promoting methods,Sales promoting methods,Trading way to promote,How to open international markets:,Find out what the customers is really need and the key is to find what is missing,captured the corner marketing strategy,Learn the advantages of these successful brands to develop its international marketing strategy,Specific strategy,Product strategy:,high quality,high comfort level,cheap price,Promotion strategy:,Advertising promotions,put most of his energy on its target market,Distribution strategy:,find the own core markets,choose the agents with the high reputation and experience,perfect the pre-sale and after-sale service,(in this example),The situation of American customers,high comfort level,put most of his energy on its target market,of products and services,Foreign Branding,COO effects are also depend on the product category.,COO refers to the place of manufacture may influence peoples insight in their evaluation of the quality of products.,Three ways to promote,The concept of Starbuck,Establish a good corporate image and products,high quality,good service attitude,COO refers to the place of manufacture may influence peoples insight in their evaluation of the quality of products.,Consumer promoting methods,Li Deyang 4123336,例子,Starbuck,The concept of Starbuck,Founded in 1971,The worlds leading coffee retailer,roaster and brand owners,A independent workspace,SWOT analysis about Starbuck,Strength,peoples consumption demand has improved,good service attitude,Weakness,Lack of advertisement,High price,Opportunity,Globalization,WTO,Immigration increasing,Threat,Competitors,Tea,Cola,Book bars,Brand Status,The company has launched in North America,Latin America,Europe,the Middle East about 39 countries with more than 13,000 coffee shops,which employs more than 145,000 people.,Distinguish,Foreign branding,a name of products,and services,Country of origin,an area or country,of products and services,example:,ECCO is a Danish brand,and country of origin is Denmark.,Country of origin=,Foreign branding country=,(in this example),The situation of American customers,A number of consumers prefer to buy products that they believe are produced in America.Such a designation may also convey an image that if the item is produced in the United States,it is of higher quality than a similar item produced in another country(Calderwood,James,1999),COO Effect,Definition of COE,COO Effect,COO can have a positive or negative impact on customer intention.,COO effects are not stable.,COO effects are also depend on the product category.,Example,Foreign Branding effect,Background,Foreign Branding effect,Klarbrunn,:may remind consumers of the high quality standards applied to most German products.,Giorgio di St.Angelo,:may bring to mind images of high-style Italian fashion.,Conclusion,COO refers to the place of manufacture may influence peoples insight in their evaluation of the quality of products.Foreign Branding alwanys influence peoples evaluation through use a foreign name.,