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Brand Names of Household Products: Local vs. Global Branding Strategy
Mid Sweden University, Faculty of Human Sciences, Department of Business, Economics and Law.
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The present study analyzes which factors determine the brand choice for household products and whether a consumer prefers a local or global brand. It focuses on the brand name as a branding element and how language features can influence a local or global perception of the consumers. The aim is to clarify contradictory findings regarding standardization and diversification theories on this specific product category and to give advices to marketers.The main underlying theories are consumer motivations to buy branded products, attributes that are linked to local and global brands and how the brand name can be designed to influence the local or global perception of a brand.To fulfill the study purpose, a quantitative study was conducted in Sweden and Germany with the help of an online-survey. The study outcome clearly indicated that consumers prefer local brands in this particular product category and that only purchasing functions of a brand are taken into consideration in the consumer decision process. Moreover the study revealed that in order to be perceived as a local brand, a name adaptation to the local language is sufficient. This adaptation is even more effective if it bears a meaning, which does not necessarily have to be related to the product function.

Place, publisher, year, edition, pages
2014. , p. 93
National Category
Business Administration
Identifiers
URN: urn:nbn:se:miun:diva-22451Local ID: FE-V14-G3-005OAI: oai:DiVA.org:miun-22451DiVA, id: diva2:732892
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Available from: 2014-07-07 Created: 2014-07-07 Last updated: 2014-07-07Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
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  • Other locale
More languages
Output format
  • html
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  • asciidoc
  • rtf