International brand strategy: Case analysis according to the Moroccan Market

Ghilane Hind and Aomari Amina
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Ghilane Hind: Faculty of Law, Economy, and Social Sciences, Rabat, Morocco
Aomari Amina: Faculty of Law, Economy, and Social Sciences, Rabat, Morocco

Journal of International Business Research and Marketing, 2016, vol. 2, issue 1, 34-40

Abstract: Consumers today are not looking for a simple consumption, but they are looking for sense. The brand strategy is situated at a higher level of closeness to the consumer. Indeed, the brand acts as a communication interface between the company and the market. The present article will discuss the topic of a brand as a principal communication interface between the company and the consumer. First, we will analyze the brand position in the marketing mix approach through a comparative study of strong international brands strategies that have retained their positions despite different trends and generations. The result shows that the coherence between the corporate, product and brand strategy leads to build strong international brands.

Keywords: International strategy; International brand; Branding; Marketing mix; Product policy. (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:jibrme:v:2:y:2016:i:1:p:34-40

DOI: 10.18775/jibrm.1849-8558.2015.21.3004

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