《the global brand face-off》由会员分享，可在线阅读，更多相关《the global brand face-off（11页珍藏版）》请在金锄头文库上搜索。
1、www.hbr.orgANDCOMMENTARYHBR CASESTUDYThe Global Brand Face-Offby Anand P . RamanShould Espoir take its new branding initiative global?Five commentators offer expert advice.Reprint R0306AHBR CASESTUDYThe Global Brand Face-Offby Anand P . Ramanharvard business review june 2003page 1HBR s cases, which
2、are fictional, present common managerial dilemmas and offer concrete solutions from experts. COPYRIGHT 2003 HARVARD BUSINESS SCHOOL PUBLISHING CORPORATION. ALL RIGHTS RESERVED.Espoir Cosmetics wants to make a big splash with a new global branding initiative. What should headquarters do when a countr
3、y manager says his market will never go for it?Natasha Singh was amused to see almost every guest at the black-tie gala sporting the same fu- turistic sunglasses. It was past 10 pm in Los An- geles, and the party to celebrate the release of the summer s most anticipated movie, The Grid Revisited,was
4、 heating up. Earlier that evening, a select audience had watched the long- awaited sequel to the 1998 blockbuster The Grid,and the scene-stealers had once again proved to be the lead pair s eyewear. In fact, there had been a near stampede when the invi- tees realized that each of the goody bags ofTG
5、Rmemorabilia contained a pair of the new shades, designed by the legendary Tom Strider. Singh, the executive vice president and glo-bal marketing officer of one of the world s best- known cosmetics companies, $1.1 billion Espoir Cosmetics, rarely found the time to attend such events. When she wasn t
6、 visiting one of the 75- odd countries where the company marketed lipstick and nail polish, she liked to spend timewith her husband and 12-year-old daughter. But her friends at Supreme Studios, which had pro- duced the blockbuster, had insisted that she should attend, along with Espoir s chairman an
7、d CEO, Ed Johnsonand Tasha knew why. Just as she had given up hope of spotting her boss in the melee, she heard his deep baritone behind her. “There you are. I knew I d eventu-ally find you,” Johnson called out. As she turned to greet him, Singh was surprised to see Johnson triumphantly brandishing
8、a pair of Strider shades. Noticing her expression, he chuckled. “My son, who s studying Spanish in Peru this summer, wanted them. You gotta hand it to this guy Strider, eh? He s got a global cult following for his product, thanks to somesci-fimovie” Johnson said as he looked around the crowded ballr
9、oom. Singh couldn t have asked for a better cue.She grabbed two flutes of champagne, handed one to Johnson, and determinedly steered himThe Global Brand Face-OffHBR CASESTUDYharvard business review june 2003page 2to a deserted alcove. “Ed, I want to bounce an idea off you, and it can t wait. I start
10、ed talking to some people at Supreme Studios six months ago, and they ve offered Espoir the cosmetics sponsorship for the second Diana s She Devilsmovie.” “Is that why those folks were so keen to have me come here tonight?” asked Johnson, his eyebrows shooting into his hairline. “They d want you her
11、e anyway, I m sure. But it s true they re looking for a decision. And I d love to ink the deal soon,” replied Singh en- thusiastically. “Diana s She Devilswas a hit two years ago, and our research suggests that the sequel will probably be an even bigger draw. There are more romantic elements in it,
12、by the way. Most important, I ve seen the studio s publicity plans. They re huge. And we can asso- ciate Espoir s new summer line with the release all over the world.” “We ve been offered deals like this in the past” Johnson pointed out. “But we never thought it was worth the money. And particu- lar
13、ly if it s only our summer products range” “Here s why I think it s right for us now” Singh cut in. “First we should be doing some- thing splashynext year is our 50th anniver- sary, after all. Second, this is an ideal vehicle to launch a global brand-building strategy. Think about it, Ed. The three
14、stars are from Europe, Asia, and South Americaour fastest-growing markets. And they re all on board for the se- quel. What if we created three new lipstick and nail polish combinations, in the right palette for each of the three stars, and then associatedthe stars with the advertising? As the film g
15、ets released in each country, we can launch the new products in specially designed combination packs.” “And call it Espoir s anniversary line” Johnson chimed in. “Interesting. But where does the money for the promotion and the re- lated advertising come from? I don t think you have enough in your bu
16、dget.” “I don t” replied Singh her nose wrinklingslightly. “But I know where to find it. I had lunch last week with Brian Davis.” She was re- ferring to the marketing head for North Amer- ica. “He loved the idea. As he sees it, two of the stars also happen to represent big ethnic mar- kets in the U.S., so he s more than willing to foot some of the bill. Now I just need to get the other regions to chip in, which shouldn t be so hard.”Johnson f
