How Global brands compete Essay

1. IntroductionOver the years, global mark has turned proscribed to be a key aspect for effecting caution con stancerations globally. Indeed, it has turned out to the main defining objective of various companies slightly the globe.2. Importance of the global staging global branding is not heavy to the global consumers. Global branding of different products has assimilated a marketing whimsicality and do not necessarily indicate a sense of transcendency. Indeed, it was not until recently did people stop associating global brands with American values, a feel which was very misleading (Douglas, John, and Earl, 2004). The most important aspect to consider when shop for different items is the quality they posses as opposed to the name. Following the recent anti-Globalization protests against many companies like Coca Cola, McDonalds, and Nike due to their production processes and products nix impacts to the people, the truth has been revealed indicating that mess of their prod ucts are indeed not superior3. Characteristics that consumers assort global brands withGlobally, consumers associate global brands with three main characteristics. To begin with, they belief that global brands are indeed superior in technology used to produce them as well ass the quality of the products. They also see a study consideration of continued improvement to maintain their global positions. Douglas et al (2004) window panes out that others view the global brand as a major theme of identity and prestige where they are able to get much bigger, much better, and much idealistic products that derive their overall sense of identity. Finally, the picture of social responsibility is viewed to be a role of the globally mark companies and products as opposed to the local communities. Douglas et al (2004) points out that many of the locally ignored notions like pollution demands and excessive water usages become the point of controversy when the globally branded companies prog ress towards the same direction.4. How global brand once influenced my decisionSince when I was young, my dad had always emphasized on the need to be patriotic. As a result, he insisted that we should taste to prove locally made products at all times. Indeed, he led us by a good example as we grew up cunning only the local products and praising them always. However, with the onset of the global branding that the loan-blend Toyota vehicles were given, I could not resist to get a hybrid Toyota Prius to role the same global taste status and prestige. Though it never invoked en issue at home, my dad expressed his dissatisfaction with my decision.5. Challenges and transnational companies with reference to international brandsGlobal markets are faced with major competitions from other giants in the same level. large(p) companies like Motorola face it off with Nokia while others like Toyota compete with interbreeding and Volkswagen in the global market. This calls for great innovati on in technology and vast resources application to maintain the brand name. To add to that, the consumers have vast negative views about global brands which are not easily identifiable taking into consideration that they are vastly distributed in time and space. Many of the consumers demands like involvement with corporate social responsibilities are in most of the cases counter productive. Besides, the fast rising numbers of antiglobals and agnostics threat to kill the overall character of the global brands hereby posing a major threat to the superiority consideration (Douglas et al, 2004)..6. Addressing transnational companies problemsIn conclusion, it is clear that a solution should be developed to anchor the transnational companies from possible subsidence. They should seek to create conjectural myths that add value to the consumers as opposed to less-than-credible myths that are short tern unsustainable on a long term. To add to that, transnational companies should treat the antiglobals as pick of the consumers to avoid unfavorable fights with them as they totally taint the global brands. This should be done through investment in projects that will positively incline even the skeptics. Social responsibilities should be approached from an entrepreneurship point of view where extra involvements of the companies seek to pro-actively determine and derive positive returns to the company. Finally, the transnational companies must seek to cut the dark side of the consumers intuition about the negative side of their perception as opposed to concentration on only the best side of their global products.