, Question 1: International Branding
You are a brand manager for a South African food products company that
is planning to expand into international markets such as Europe and Asia.
Discuss the potential benefits and drawbacks of international branding for
your company. Use practical examples.
Answer:
International branding offers South African food companies an opportunity
to reach wider audiences and enhance their brand equity by positioning
themselves globally (Keller, 2023;; Kapferer, 2012). One significant benefit
is access to diversified revenue streams, as selling in Europe and Asia can
buffer against domestic economic volatility. For instance, a brand like “Mrs
Ball’s Chutney” could appeal to European consumers interested in exotic
condiments. Additionally, it can enhance the company’s credibility and
foster innovation due to exposure to international standards (Johansson,
2020).
However, there are notable drawbacks. Cultural differences may lead to
misinterpretation of brand messages, affecting consumer perception and
loyalty (Usunier & Lee, 2013;). Moreover, the costs associated with
marketing, logistics, and compliance with foreign regulations can strain
You are a brand manager for a South African food products company that
is planning to expand into international markets such as Europe and Asia.
Discuss the potential benefits and drawbacks of international branding for
your company. Use practical examples.
Answer:
International branding offers South African food companies an opportunity
to reach wider audiences and enhance their brand equity by positioning
themselves globally (Keller, 2023;; Kapferer, 2012). One significant benefit
is access to diversified revenue streams, as selling in Europe and Asia can
buffer against domestic economic volatility. For instance, a brand like “Mrs
Ball’s Chutney” could appeal to European consumers interested in exotic
condiments. Additionally, it can enhance the company’s credibility and
foster innovation due to exposure to international standards (Johansson,
2020).
However, there are notable drawbacks. Cultural differences may lead to
misinterpretation of brand messages, affecting consumer perception and
loyalty (Usunier & Lee, 2013;). Moreover, the costs associated with
marketing, logistics, and compliance with foreign regulations can strain
