Differences between Brand Local, National, Private, and Global; The brand has become a familiar thing toward the consumer, having brands also help consumers in many ways and anything that was unbranded will go hard in the market. The brands also could create value on the product. For example, Nike product that a product could create value among the consumer. Besides that brand also assist the product in numerous ways and also as legal protection. The product that has a brand will difficult for the other product to copy the product.
Here is the article to explain, the Differences between Brand Local, National, Private, and Global Market consumers!
In addition, the brand also could make sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. The brand can be of various types. Each of them will have their style of branding and use their strategy. The local brand, private brand, national brand, and global brand were the main brand that the manufacturers all over the world use it. So, the manufacturer should know each of these kinds of brands that have been used nowadays.
Besides that, the strategies that use these four brands also will be different. The brand strategy aims at influencing people’s perception about the brand such as they did persuade to act in a certain manner; for example buying and using the products and services offered by the brand and purchasing at a higher price. In addition, most brand strategies aim to persuade people to buy and use by offering them some form of experience. Branding is typically an activity that did undertake in a competitive environment that aims to persuade people for the brand.
Firstly is the national brand. This kind of brand is a brand that circulated throughout the country. The product is only being nationally distributed and marketed. Moreover, the national brands own and advertise by a manufacturer. The national brand also can differ from the local brand or regional brand. On the marketing side, this type of brand is more difficult than the local brand. To market their product they have to know their consumer very well but it may take a long period. The cost also was big.
This is because to market the national brand they have to know their customer widely. Moreover, this kind of brand will use to market their brand in another country by radio, print, and television advertising. The advertisement also can customize for local and national brands so that the public could get familiar with the brands. Companies that sell national brands count on the reputation of their brands to get the market share. The national brands may appeal to the consumer by their brands’ names. The consumer often looks the brands that are familiar and easy to identify.
Understand with Example;
National brands may play on distrust of regional or private label brands to get consumers to buy them. Its’ also have to encourage people to ask question, for example, the quality of generic or store-branded products. Most national brands started with small regional brands then will slowly grow over time. New companies’ products are constantly being established and some of the companies will go on to capture the market; and expand it to a wider area and lastly will become national brands. The example of the product in Malaysia which is from the regional brand and eventually become a national brand is Padini brands
This type of brand has to create their brands’ strategy to make their products achieve in the market. This national brand has to focus on the brand equity strategy. They have to create a loyal customer and customer who are aware of their brand. Some of the retailers will use the packaging strategy. They will design the unique packaging so that consumers will remember the brand directly. For example, an Avon product is gaining preferred shelf positions by partnering with retailers and using packaging and displays as part of marketing. In the new scenario, the national brands’ equity is often used to endorse a store brand. That could raise the stature of the company brand.
Secondly, the local brand. This type of brand is a brand that sold its product or marketed their brand’s product in a small or restricted geographical area. This type of brand only can see in one country or region. It may also be a brand that develops for a specific national market; however, the amazing thing is the local brand is more often being done by the consumers than by the producers. The local brand is very easy in marketing their products. It was not hard to know their customer because the area that they have to study about their customer is not wide.
The local brand may use many strategies to make their brand is being aware by the consumer. The local brands were a brand that was easy to develop. For an example of a brand that is only famous in the Philippines could survive in the Philippines market. They have used brand strategy by knowing their customer need and want and the relevant brand name according to their culture. The local brand has to create a modified branding if the product that they sell were similar to the other products. The uniqueness of the brand name or sign may attract consumer attention.
The other type of brand product is the private brand. This is the brand where the retailer or the member buys from a manufacturer in bulk and puts its name on the product. This mare gives more advantages to the retailer, such as will give more freedom and flexibility in pricing. Other than that is more control over product attributes and quality, lowers selling price, and eliminates much of the manufacturer’s promotional costs. The private brand also gives a benefit to the manufacturer. The private brands provide another outlet for distributing their products or services. By producing the same goods as for their national brand distribution and labeling them with private brands for various clients, the volume of production is often higher than it would be otherwise.
Private strategy and example;
An example of a private brand was Macy’s. It did recognize as a retail industry leader in developing private brand merchandise that differentiates the assortments in their stores and delivers exceptional value to the customer. Merchandise for each private brand available “only at Macy’s”, develops to appeal to a certain customer lifestyle. The marketing programs also have been supported by creating a precisely defined image. Macy’s also develops private-label goods to meet specific customer needs and fill gaps in the assortment.
The strategy that this private brand should use is, firstly the unit of package. This is the strategy that could develop for this brand. Nowadays it is difficult to assign a private label character even though the product has enhanced customer loyalty because of any reason. This kind of product will not qualify as the private brand label. In addition, using the relabeling strategy also can use. The unit of the pack must bear only the brand name of the particular store or any other party the store may choose for its private label program. Private labels will enhance profitability by increasing the negotiation power of the retailer and the better value that has been created may get customer loyalty.
A global brand can define as a brand perceived to reflect the same set of values around the world. The global brands were more focused on enduring relationships with consumers across countries and cultures. Nowadays there were many global brands did sell in international markets. An example of global brands is Facebook, Apple, Coca-cola, McDonald’s, and Sony. These brands are selling a similar product in multiple markets and they also can consider as successful global brands. These kinds of brands also can easily recognize by the cross-culture of consumers.
In addition, there were many advantages of the global brand. Firstly the marketing costs will be lower and then the brand imagery was consistent and being maintained. Furthermore, the global brand also has to be variable, it may differ from country to country. The elements that have to be different from one place to another place are the corporate slogan, product, and services, products names, product features, positioning of the products and the marketing mix also have to change. The change will depend on the differences in the language, style of communication, cultural differences, brand development, and consumption patterns.
Global strategy with Example;
The global brand can use many strategies; for example, the broad strategy areas that can use are the brand domain. These brand domains are experts in one or more of the aspects.
In conclusion, there were many differences among the local, private, national, and global brands. The people who use any one of the brands have to understand clearly about the brands so that they can implement many kinds of strategies. Understanding these four types of brand will make the person can decide which one he or she want to use. Any type of brand that chose must have its advantages and disadvantages; it depends on the individual to use it and manage the disadvantage that they may face.
References; Local, National, Private and Global Brand Differences. Retrieved from https://www.ukessays.com/essays/marketing/differences-between-local-national-private-and-global-brand-marketing-essay.php?vref=1