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Published by: Business Insights
Published: Jul. 1, 2000 - 174 Pages
Table of Contents
Executive Summary
- Brand power and Europe Next
- The United States of Europe?
- Components of a powerful brand
- The Internet and the Eurobrand
- Prosumers and brand strategy
- Challenges in advertising
- Europlaces as brands
- Leading Eurobrands and rising stars
- Ten in depth
- Strategies and predictions
Chapter 1 Brand Power and Europe Next
- Summary
- The cultural imperative
- Newfound unity
- Common concerns
- Sharing in "the American way of life"
- Youth culture = world culture
- The Internet as a footbridge
- Economic pressure
- Cutting costs globally
- Mergers & acquisitions
- The US threat
- Private label competition
- Conclusion
Chapter 2 The United States of Europe?
- Summary
- The European economy: building a powerhouse
- Gaining momentum
- Merging exchanges
- Online brings down local barriers
- The European Union
- The EU gains strength but loses ground
- EU holdouts
- Facing difficulties with the Euro
- Countertrend: nationalism
- Rise of the right
- Immigration
- Separatism
- United but still culturally separate
- Prejudice and Cultural Diversity
- Individuality asserts itself
- Challenges facing the new European
- Conclusion
Chapter 3 Components of a Powerful Brand
- Summary
- Create A Name To Remember
- Expand the market
- Co-branding
- License to sell
- Know your customer
- "Global-clustering"
- Think global, act local
- Patriotism
- Trust the instincts of the management team
- Conclusion
Chapter 4 The Internet and the Eurobrand
- Summary
- Fast track to brand value
- The European scene
- Unlocking the eCommerce world
- Interactivity
- Connectivity
- Customer service counts
- Security factors
- The soft sell
- Branded messages are key
- The battle of the eSuperbrands
- Net-forced consolidation
- Subtle visibility
- Large vs. small brands
- WAP: another key factor
- Conclusion
Chapter 5 Prosumers and Brand Strategy
- Summary
- Convenience-Driven Innovations
- The desire formore
- Big ticket items
- Consumerism in the East
- Financial Power in the Children's Sector
- Smart consumerism
- Answering the hard questions
- An honest consumer
- Food safety issues
- Stereotype: necessary or not?
- Truly glocal branding
- Cause-related consumerism
- Conclusion
Chapter 6 Challenges in Advertising
- Summary
- International advertising cautions
- Think big or think different
- Rules, restrictions, and rules
- Advertising to children
- Tobacco bans
- Not a drop to drink
- Don't deep-discount
- The "cool" target: European youth
- The bipolar life
- Technological consumption for the experience
- Stylish comfort
- Attitudes against the US
- Conclusion
Chapter 7 Europlaces as Brands
- Summary
- Continental branding
- Stereotypes for a reason
- France
- Context
- Technology
- Luxury
- Germany
- Context
- Internal fusion
- Post-nationalism
- Italy
- Context
- Style, industry, intensity
- The Netherlands
- Context
- Flexibility
- Theory N
- Web of commerce
- Scandinavia
- Spain
- Context
- A new allure
- Reaching out
- United Kingdom
- Context
- Image reinvention
- Tech wars
- Conclusion
Chapter 8 Leading Eurobrands and Rising
Stars
- Summary
- Why These?
- Belgium
- Denmark
- Finland
- France
- Germany
- Greece
- Italy
- The Netherlands
- Spain
- Sweden
- United Kingdom
- Conclusion
Chapter 9 Ten in Depth
- Summary
- adidas
- The Basics
- History
- New strategies
- Success now
- Future Moves
- DaimlerChrysler
- The basics
- History
- Future moves
- Heineken
- The basics
- History
- Focus on acquisition
- Brand strategy
- Future moves
- IKEA
- The basics
- History
- Winning tactics
- Controversial clouds
- L'Oréal
- The basics
- History
- New products
- New markets
- Future moves
- LVMH
- The basics
- History
- Winner acquires all
- Web casting
- Nokia
- The basics
- History
- Betting on the future
- Mass market strategy
- Wireless application protocol (WAP)
- Philips
- The basics
- History
- Turnaround
- Consumer-driven and unified
- Innovation
- Telefonica
- The basics
- History
- Latin America
- Europe
- Global ambitions
- Virgin
- The basics
- History
- Brand strategy
- Gone too far?
- Future moves
- Conclusion
Chapter 10 Strategies and Predictions
- Summary
- New sectors, new sources
- Glocal tightrope
- Next-generation leaders
- Customer relationships
- The concomitant experience
- eLuxe
- Mammoth media
- Net change
- Conclusion
Chapter 11 Appendix
- Primary research methodology
- Glossary
- Index
List of Figures
- Figure 1.1: Brands Used Most By Teens
- Figure 1.2: Percentage of Adults Online (in last 30 days)
- Figure 4.3: Number of Online Users in European Countries (millions)
AbstractThe Pan-European Brand: Marketing and Branding Products Across Europe provides an overview of the key issues driving the development and growth of pan-European "superbrands". It has been written as a strategic tool to assist marketers in understanding the sociopolitical context in which these brands are emerging, identifying the characteristics of a successful brand, and developing specific brand-building strategies. Successful product identification is particularly relevant for the new pan-European market, with its emerging sense of political, economic, and technological community. With over 370 million people, more than 20 different languages, and vastly different cultures, the region presents a challenge for even the most advanced international marketers.
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