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Introduction
This proposal sets out to examine options for the successful globalisation
of ourˉBorders brand. The initial marker under consideration is Continental
Europe. For the purposes of this proposal, we will be considering three aspect
of the brand, namely our logo, the ˉBorders concept and finally, the product
itself, ˉBorders wellington boots.
Findings
The following findings summarise our key findings.
It was found that our existing logo, a pair of wellington boots encircled
by the word ˉBorders, is visual enough to be used in markets where English is
not widely spoken.
Attitudes to outerwear differ throughout Europe and our boots are likely to
appeal to different market sectors in different areas. This has serious
implications for the benefits we wish to publicise. Although Danish farmers
would be willing to purchase such a high quality product, farmers in some
countries are unlikely to choose a British brand over a domestic product.
However, the very Britishness of the product would appeal to the style-conscious
elements of the French and Italian markets, summoning up images of the English
upper classes and country houses.
Our current product is multi-purpose and as such would not need adapting to
suit different sectors of the European market.
Conclusions
It was agreed that although the present logo and product are suitable for
globalisation as they stand, we propose that the Borders concept be adapted for
different markets.
Recommendations
We recommend that further studies be carried out into the marketing
strategies best suited to different European regions. |
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发表于 2016-7-10 14:57:18