Global Brands
A brand that is recognized and sold across multiple countries with a consistent identity.
What is a global brand?
Selling goods produced in one country to customers in another.
What is exporting?
A system of shared beliefs, values, and practices passed from one generation to the next.
What is one of the definitions of culture?
A pricing strategy that sets high prices initially, then lowers them over time.
What is price skimming?
The buying and selling of goods and services online.
What is e-commerce?
The practice of adapting global brands to fit local cultures and preferences.
What is glocalization?
A collaborative agreement where two companies form a new, jointly owned business.
What is a joint venture?
A culture where communication is explicit, direct, and verbal.
What is a low-context culture?
The unauthorized resale of branded products through unofficial channels.
What is the gray market?
A Chinese platform used for messaging, shopping, and mobile payments.
The logo, name, and messaging used consistently across global markets.
What is brand identity?
This foreign market entry strategy involves building a new facility from the ground up, offering maximum control but requiring significant time and capital.
What is greenfield investment?
The degree to which people accept unequal power distribution in institutions.
What is power distance?
A pricing strategy based on what consumers in each market can afford.
What is value-based pricing?
A regulation in the EU that governs how companies collect and manage personal data.
What is GDPR (General Data Protection Regulation)?
This luxury brand maintains its global prestige by making products difficult to obtain, carefully limiting access both online and in-store, which has recently sparked viral debates on platforms like TikTok about exclusivity and brand gatekeeping.
What Hermes is known for?
This global hotel chain uses franchising as a key entry strategy, enabling rapid international expansion while allowing local ownership and management.
What is Marriott's business model?
The tendency to view one’s own culture as superior to others.
What is ethnocentrism?
Unethical pricing below the cost of produciton
What is dumping?
This platform popularized short-form video marketing globally
What is TikTok known for?
This global company made a shift from "Don't be evil" to "Do the right thing" slogan
What is Google's slogan?
This business structure common in South Korea is a network of affiliated firms that influence foreign market dynamics through close coordination, cross-ownership, and family control.
What is Chaebol?
Due to phonetic similarities with words related to death or parting, these three everyday items are considered inappropriate gifts in Chinese culture.
Why is it bad luck to give books, umbrellas, and clock as gifts in China?
A form of trade where goods are exchanged for other goods or services without cash.
What is countertrade?
This technology blends digital elements with the real world and is used by global brands like IKEA, Sephora, and Nike to enhance customer experience through virtual try-ons, in-home previews, or immersive shopping.
What is augmented reality?