International Marketing
Questions about brands
January 2007
Question 1 : Degree of transferability
Mean
Fuchsschwanz
1.14
Dr Oetker
2.36
Baygon
3.79
Daewoo
4.00
Bosch
4.07
Daewoo/Nexia
4.79
Bayer
5.21
Pizza Rustica
5.43
Mars
5.79
Pentium
5.86
Dolmio
5.86
Intel
6.75
Not transferable
at all
1
2
3
4
5
6
7
Fully transferable
worldwide
Question 2 : Degree of transferability
Mean
Ishikawajima Harima Heavy Industries
1.21
Schimmelpenninck
1.29
Douwe-Egberts
1.79
Teisseire
2.21
Roi des Montagnes
2.43
Procter & Gamble
3.14
Hewlett-Packard
3.29
Müller
3.36
Club Méditerrannée
4.50
Kuoni
5.29
Barilla
6.29
Not transferable
at all
1
2
3
4
5
6
7
Fully transferable
worldwide
Question 3 : Chambourcy (Nestlé) and China
• Chambourcy has some difficulties to evoke the category in
other contexts than in its original one (Sopad-Nestlé =
France); the denotative effect is not transferable enough
=> difficult to adapt (sound and sense)
• => Decision to replace the brand name by Nestlé
(category name). Before there was a coexistence of the
two names.
• Simplification of the marketing strategy by reducing the
number of branding levels => focus on category name +
(sometimes) product name => reduction of advertising
costs. => Less confusing for the customers.
• BUT at the beginning, new costs due to new label and new
yoghurt cups
Q3 (cont’d) : Chambourcy (Nestlé) and China
• China does not have an important consumption of dairy
products => it makes sense to market these products with
one name
• If one product has some problems (e.g., listeria), Nestlé as
a whole will suffer
• Differentiation? Add a Chinese name to the products?
• Use the same logo everywhere with a different brand
name (cf. Unilever and ice cream)?
• Nestlé may be not very easily transferable => choose
another corporate name?
• Be careful to keep the same packaging in order to
recognize the product (to avoid confusion)
Q3 (cont’d) : Chambourcy (Nestlé) and China
• Quality reputation of Nestlé: Chinese people tend to buy
the most famous brands
• Be recognizable internationally is a wise method of
marketing across countries
• Easier entry for new products because of familiarity with
Nestlé
• Take over a well-known brand in China and use it for this
market? But again, Chinese people do not eat much dairy
products: there may not be any Chinese well-known brand
in this segment.