Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE credits
In the past few years, the importance of global brand names has increased significantly for
companies in the global market, global brand names are now considered as a fundamental
constituent of the marketing field. The brand name represents a strong impact in the success
of a product or service. Also, previous literature highlighted the relevance to investigate the
relationship of the culture and competition regarding the global brand name strategy.
Consequently, the purpose of the study is to investigate to what extent global companies
consider factors affecting the global brand name strategy.
The theoretical framework of the study is based on a model which examines the process of
developing a global brand name strategy. In this part, we describe the two major factors
affecting the global brand name strategy such as; the culture and the competition, the different
brand name strategies as well as the notion of standardization and adaptation.
A qualitative method is utilised in order to conduct this study. This choice of methodology is
the most suitable one regarding the purpose of our research. The empirical data is composed
by the primary data collected thanks to one interview and secondary data which was mostly
gathered in companies’ websites and various articles.
A cross-case analysis is applied and it makes it possible to compare two global companies.
The analysis of empirical findings enables us to draw some conclusions which provide
interesting knowledge to the research area of global brand name in international markets. Our
findings reveal that global companies are generally aware that the culture, especially the
language, and competition can affect their global brand name strategy. However, the degree of
consideration differs regarding first on the global company's choices such as, the competitive
advantage, the image and values of their global brand. Secondly, it also varies according to
the company's situation as the number of competitors on the market and the number of
languages they are confronted to.
Keywords: global brand name strategy, global brand name, culture, language, competition.