How Global brands compete Essay

1. IntroductionOver the years, world(a) mug has turned aside to be a key opinion for effecting guidance thoughtfulnesss globularly. Indeed, it has turned out to the main delimit objective of various companies around the globe.2. impressiveness of the spherical instigatoring globose branding is not important to the orbiculate consumers. ball-shaped branding of different products has assimilated a market imagination and do not destinys indicate a sense of toppingity. Indeed, it was not until youngly did people stop associating global brands with American values, a notion which was precise misleading (Douglas, John, and Earl, 2004). The nigh important aspect to consider when shopping for different items is the whole step they posses as unlike to the name. Following the recent anti-Globalization protests against some companies akin Coca Cola, McDonalds, and Nike due to their production processes and products nix impacts to the people, the truth has been revea l ead indicating that sight of their products are indeed not greatest3. Characteristics that consumers associate global brands withGlobally, consumers associate global brands with three main characteristics. To begin with, they teaching that global brands are indeed superior in engineering used to farm them as well ass the grapheme of the products. They also see a major(ip) considerateness of continued improvement to have their global positions. Douglas et al (2004) points out that new(prenominal)s consider the global brand as a major source of identity and prestigiousness where they are able to get much(prenominal) bigger, much better, and much howling(a) products that derive their overall sense of identity. Finally, the notion of social responsibility is viewed to be a role of the globally brand companies and products as opposed to the local communities. Douglas et al (2004) points out that many of the locally ignored notions ilk pollution demands and excessive water us ages fetch the point of controversy when the globally branded companies progress towards the same direction.4. How global brand once influenced my decisionSince when I was young, my dadaism had always emphasized on the need to be patriotic. As a result, he insisted that we should sample to promote locally make products at all cartridge clips. Indeed, he led us by a full example as we grew up intentional only the local products and praising them always. However, with the trespass of the global branding that the hybrid Toyota vehicles were given, I could not resist to get a hybrid Toyota Prius to share the same global taste status and prestige. Though it neer invoked conflict at home, my dad expressed his dissatisfaction with my decision.5. Challenges and multinational companies with reference to international brandsGlobal markets are faced with major competitions from other giants in the same level. Large companies desire Motorola face it off with Nokia while others like T oyota compete with Ford and Volkswagen in the global market. This calls for great innovation in technology and vast resources application to maintain the brand name. To add to that, the consumers have vast cast out 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 embodied social responsibilities are in most of the cases counter productive. Besides, the fast rising song of antiglobals and agnostics threat to kill the overall tactual sensation of the global brands hereby posing a major threat to the superiority consideration (Douglas et al, 2004)..6. Addressing multinational companies problemsIn conclusion, it is clear that a solution should be developed to headstone the transnational companies from possible subsidence. They should seek to bring out credible myths that add value to the consumers as opposed to less-than-credible myths that a re short tern unsustainable on a long term. To add to that, transnational companies should treat the antiglobals as part of the consumers to suspend unfavorable fights with them as they totally contamination the global brands. This should be done by dint of investment in projects that will positively convince 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 manage the dyed side of the consumers perception about the negative side of their perception as opposed to concentration on only the outperform side of their global products.