Le marketing à l'international - en anglais

International Marketing

• Brand

Unique, design, sign, symbol , words or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality and satisfaction in the consumer’s mind

• Brand extension

Brand extension refers to the use of a successful brand name to launch a new or modified product in a same broad market.

A successful brand helps a company enter new product categories more easily

Starbucks coffee company creating Starbucks ice cream, to be sold not at Starbucks retail stores but in grocery stores. The ice cream flavors were based on the flavors of frappucinos Starbucks sold in its coffee shops.

• Brand stretching

Brand stretching refers to the use of an established brand name for products in unrelated markets.

The move by Yamaha (originally a Japanese manufacturer of motorbikes) into branded hi-fi equipment, pianos and sports equipment.

• Co branding

A marketing partnership between at least two different brands of goods or services. Cobranding encompasses several different types of branding partnerships, such as sponsorships. This strategy typically associates the brands of at least two companies with a specific good or service.

• Sponsorship

The act of providing money for a television or radioprogramme, website, sports event, or other activity in exchangefor advertising:The company is reviewing its €6 million a year advertising and sponsorship budget.

• Liscensing

A business arrangement in which one company gives another company permission to manufacture its product for a specified payment .

• Franchising

A continuing relationship in which a franchisor provides a licensed privilege to the franchisee to do business and offers assistance in organizing, training, merchandising, marketing and managing in return for a monetary consideration. Franchising is a form of business by which the owner (franchisor) of a product, service or method obtains distribution through affiliated dealers (franchisees). .

• Foreign direct investment

Foreign direct investment (FDI) is an investment in a business by an investor from another country for which the foreign investor has control over the company purchased.

• Research and development

Systematic activity combining both basic and applied research, and aimed at discovering solutions to problems or creating new goods and knowledge.

• Branch

Not separately incorporated unit of a firm.

• Subsidiary

An enterprise controlled by another (called the

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