Question

Q2. In a short essay, describe when standardisation is likely to be used, and explain the benefits of standardisation and global branding.

Answer 1

Standardization of the product refers to the process of ensuring continuity and uniformity among the various iterations of a specific good or service available in different markets. It's a promotional mechanism for a good or service without making any changes to it. Whenever a service is changed, it is only superficially modified. Otherwise, the good or service characteristics must remain standard. It is manufactured from the same materials and processes, it has the same packaging and it is sold under the same brand.

Goods can either be generic or a specific customer base can be personalized. Standardized goods and services encourage customer ease of use and, based on consistent quality, attract customers. Brand standardization is based on market-wide using the same basic template. For certain types of technology or building materials it is a requirement. As far as possible, the attributes of a brand are kept similar, which could be difficult if the product is sold globally but is easy to obtain locally.

Global branding, with different and tightly organized marketing strategies, is the act of promoting a product or service under the same name in multiple countries. Global branding, to put it another way, provides a product or service whose marketing, positioning, policy, style, look and feel are the same from country to country. It is important to look at the benefits, and even drawbacks, of such a strategy, as well as the possible need for adaptation to international marketing, before implementing a global branding strategy.

Globally, marketing increases the efficacy of the products and services of an organization. As the company grows and learns, such as a small business, it becomes more successful in rolling out new or improved products or services. Simply put, international advertising enables a growing company to communicate with a larger, even worldwide, audience developments in its branded products.

Global branding provides companies with a greater competitive advantage. Once a company can compete effectively locally, or even within a country, spreading globally makes sense. Global advertising allows consumers around the globe to be better informed and more focused on a company's products and services. Having a global branding and marketing plan helps a company to adapt and change based on consumer preferences and industry developments, including global market trends, as necessary.

In turn, international advertising and promotion raise a company's awareness of its customers. Once consumers around the world are told about the company's products and services, they will engage with the company now that they are aware of the company and the many benefits it has to give them. As noted, the Internet's development to the point where it is used by an almost global audience makes it much easier to achieve. Customers around the world can be aware of the product or, as it were, interact with the company that produces it, simply by clicking a button or a mouse.