A study of factors affecting a firm’s global brand name strategy

Abstract: In the past few years, the importance of global brand names has increased significantly for  companies in the global market, global brand names are now considered as a fundamental  constituent of the marketing field. The brand name represents a strong impact in the success  of a product or service. Also, previous literature highlighted the relevance to investigate the  relationship of the culture and competition regarding the global brand name strategy.  Consequently, the purpose of the study is to investigate to what extent global companies  consider factors affecting the global brand name strategy.    The theoretical framework of the study is based on a model which examines the process of  developing a global brand name strategy. In this part, we describe the two major factors  affecting the global brand name strategy such as; the culture and the competition, the different  brand name strategies as well as the notion of standardization and adaptation.    A qualitative method is utilised in order to conduct this study. This choice of methodology is  the most suitable one regarding the purpose of our research. The empirical data is composed  by the primary data collected thanks to one interview and secondary data which was mostly  gathered in companies’ websites and various articles.    A cross-case analysis is applied and it makes it possible to compare two global companies.  The analysis of empirical findings enables us to draw some conclusions which provide  interesting knowledge to the research area of global brand name in international markets. Our  findings reveal that global companies are generally aware that the culture, especially the  language, and competition can affect their global brand name strategy. However, the degree of  consideration differs regarding first on the global company's choices such as, the competitive  advantage, the image and values of their global brand. Secondly, it also varies according to  the company's situation as the number of competitors on the market and the number of  languages they are confronted to.    Keywords: global brand name strategy, global brand name, culture, language, competition.