International Marketing
Brand Exercise
December 2012
Question 1 : Degree of transferability
Mean
Not transferable
at all
Fuchsschwanz
37
1.6
Dr Oetker
55
2.1
Baygon
96
4.2
Daewoo
100
4.3
Bosch
105
4.6
Daewoo/Nexia
106
4.6
Dolmio
114
5
Bayer
115
5
Mars
117
5.1
Pentium
119
5.2
Pizza Rustica
137
6
Intel
137
6
1
2
3
4
5
6
7
Fully transferable
worldwide
K21-tech Case
Question1: Which branding strategy would you suggest for K21-tech? Should it
target B2B or B2C customers or a combination of them?
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Mainly B2B  13 groups
Both 10 groups
Some groups recommended to focus on B2B first and then on B2C
Intel, as a B2B company, tries to advertise direct to end-customers
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However, this is rare for an industrial components manufacturer
Very costly strategy as it requires heavy marketing investment and power in supply
chain, which is not the case for most of the industrial companies and probably
K21-tech neither.
Therefore, staying in B2B with low investment in branding is a good strategy
However, use of e-commerce enables B2C branding as well
Question 2: What brand positioning should K21-tech adopt for
their corporate brand? For product brand names? Should they
in any case combine corporate and product brand names or
stick to a policy of corporate name only?
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Some groups had problems understanding the question. These groups
focused only on creating successful translinguistic brand names
The question refers to the management and level of branding not only
outside of the company but also within the company
 The more branding levels, the larger the marketing expenses and
the greater of investments required for recall and recognition of
brand names
 In Japan, use of corporate brand name
 In the US, emphasis on product branding
 In Europe product category, and product brand names are
combined with corporate names this is a complex, costly, and
heavy strategy
Question 2: What brand positioning should K21-tech adopt for
their corporate brand? For product brand names? Should they
in any case combine corporate and product brand names or
stick to a policy of corporate name only?
Based on previous discussion:
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Some groups suggest the combination of corporate and product brand
name as in the case of key players such as Intel and Apple
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Creating a link between the product and the company as Apple  Using
a simple letter of “I” for products and thereby enabling the consumer to
relate the product with the company.
Suggestion of using the letter “K” for K21-tech products
Some groups suggest the use of corporate name only for simplicity,
recall, and recognition of the company especially in the B2B market
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This is also a good strategy due to the reason that K21-tech is a small
company with limited financial resources
Question 3: Navigate the Internet for brand names
combining Roman letters to “tec” or “tech”. Are there are still
available brand names not yet registered?
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You have successfully grasped the purpose of this question! 
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Many names are already used, which does not however mean that they
are registered. And if so, does not tell in which countries
Yet, the purpose of the question is to make you realize that there are
incredibly few brand names available.
In addition, it is not clear if these names are registered or not making
the task of brand name creation even more difficult
Therefore, the key learning is that it is very difficult to find a new
brand and register it.
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Question 3: Navigate the Internet for brand names
combining Roman letters to “tec” or “tech”. Are there are still
available brand names not yet registered?
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One group has conducted research in two regions; the US and Europe
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Based on the United States Patent and Trademark Office, they have
found that in the US, there are 15.332 registered brand names using
“tech” and 1.801 using “tec”.
Similarly, based on Office for Harmonization in the Internal Market: in
the EU, 8671 registered brand names using “tech” and 16.710 using
“tec”
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Question 4: Your proposition of a new
brand name for K21-tech
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QUATERIA
TecWan (taiwan technology)
Tech-Away
FUTUROTECH
NETEGEN (New Technology Generation)
TechMe, I'm chip
hinoko (high innovation company)
Tai-Tek
geniusBit
Poly-Computis
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NANOTIVA
φnix (pronounced "phoenix")
ANTROX (Redifined Excellence)
T-Compute
BANANA TECH
Tektium
NewLogix
Blitz-Krieg Technologies
CompIt
Radiance
Innovectro.
4tis
TIPS-TECH
Question 4: Your proposition of a new
brand name for K21-tech
AND THE WINNER IS:
1. TechMe, I’m chip
Group 6
2. hinoko (high innovation company)
Group 7
3. Tech-Away
Group 3