Bavais and Robertson's Theory of Brand Entry in Global Markets

The notion of global branding has become increasingly prevalent in the world, largely due to the advancements in communication and transportation. The term global branding can be defined as a comprehensive marketing strategy that aims to create a recognizable brand in all markets of the world. This is a departure from the traditional approach to marketing, which focuses on more localized offers and marketing efforts. The challenge of global branding often lies in the complexities of different cultures as well as the significant differences in consumer behavior in varying nations. Two theories that have been developed to address this challenge is the Paswan-Robinson Global Market Branding and the Global Brain.

The Paswan-Robinson Global Market Branding theory was developed by marketing professors Subash Paswan and Charles Robinson. It is the most popular method of global branding today and provides a clear path to developing a successful brand across the world. This is why it is often referred to as the brand architecture technique. At its core, the Paswan-Robinson approach emphasizes three main principles: understanding your customer needs, strategically localizing your products and services, and employing effective and creative tactics.

The customer needs principle focuses on the importance of tailoring products and services to the needs of the consumer. It is critical to identify the most essential needs of your consumers in each market before launching a product or service. In this way, the product or service can be tailored to the exact needs of each market. The Paswan-Robinson approach also stresses the importance of localizing products and services. Thus, rather than creating a one-size-fits-all global product or service, it is important to modify products and services to fit the particular needs of each local market. This can generally be accomplished by understanding local cultures, norms, and preferences and then modifying the product or service accordingly. Finally, the Paswan-Robinson approach recommends the use of effective and creative tactics. This means coming up with advertising campaigns, promotions, and other marketing tactics that are tailored to the local market.

The Global Brain is another theory used for global branding. It was developed by French global market strategist Philippe Duchatelet and is based on the premise that modern societies share common problems and are essentially connected by an invisible global brain. This global brain is made up of global information networks, multinational corporations, and other global institutions, which interact to generate shared social and cultural experiences. The Global Brain approach suggests that marketers should recognize the global shared communication networks in order to be able to effectively communicate with customers across diverse nations and cultures. This means understanding common trends and social phenomena that exist across the world, while at the same time recognizing the separate identities of each nation and culture.

In conclusion, the Paswan-Robinson Global Market Branding and the Global Brain are two theories that help guide marketers in their efforts to effectively create global brands. The Paswan-Robinson approach emphasizes understanding consumer needs, localizing products and services, and utilizing effective and creative tactics. The Global Brain approach suggests that marketers should recognize the shared communication networks that exist across the world and also emphasize understanding the separate identities of each nation and culture. By employing both of these theories, marketers are better equipped to create successful global brands.

The Barwise and Robinson Global Brand Entry Theory was first presented in 2002 in an article penned by Patrick Barwise, Professor of Management and Marketing at the London Business School, and Alexander Robinson, then an Assistant Professor of Marketing at the Harvard Business School. The purpose of the theory is to address the challenge of achieving positive brand outcomes when entering new global markets. The theory posits that successful global brand entry requires a strategic analysis and one of five possible global entry options on which to focus: market penetration, product innovation, disruptive innovation, market segmentation, or brand differentiation.

Market Penetration is an entry strategy that seeks to increase the company’s market share in a specific product category by leveraging existing products and/or promotional campaigns. This strategy works by targeting a larger segment of the global market through aggressive sales and marketing activities. Product Innovation is a strategy of continuously creating new products or services to meet the unique needs of consumers in different markets. The aim is to utilize an understanding of local culture, preferences, and traditions to create innovative products or services that better meet customer wants and needs.

Disruptive Innovation is a strategy of introducing a revolutionary product or service that has the potential to displace existing products or services in the market. This strategy seeks to capitalize on skill gaps of competitors or gain a first mover advantage. Market Segmentation occurs when a company divides its target market into groups with distinct demographic and psychographic characteristics. By accurately segmenting the market, a company can focus on targeting the most promising demographic and consumer preferences.

The final global entry strategy outlined by Barwise and Robinson is Brand Differentiation. This strategy seeks to capitalize on the strength and success of existing brands in different markets. Companies can achieve greater brand preference by understanding key consumer trends and creating products or services that are unique and differentiated from their competitors.

The Barwise and Robinson Global Brand Entry Theory provides a comprehensive framework to help companies identify optimal entry strategies when entering new global markets. By focusing on the five potential global entry options, companies can leverage their current strengths and guide their marketing efforts to ensure successful brand entry into a new market.