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International brand strategy: Case analysis according to the Moroccan Market

Author

Listed:
  • Ghilane Hind

    (Faculty of Law, Economy, and Social Sciences, Rabat, Morocco)

  • Aomari Amina

    (Faculty of Law, Economy, and Social Sciences, Rabat, Morocco)

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.

Suggested Citation

  • Ghilane Hind & Aomari Amina, 2016. "International brand strategy: Case analysis according to the Moroccan Market," Journal of International Business Research and Marketing, Inovatus Services Ltd., vol. 2(1), pages 34-40, November.
    • Handle: 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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    More about this item

    Keywords

    International strategy; International brand; Branding; Marketing mix; Product policy.;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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