International branding strategies o

International branding strategies of global companies
According to Urde [11], there are four basic brand architectures
available to firms and these include: corporate brands, product
brands, corporate and product brand (with dominant use of the
corporate brand), and product and corporate brands (with dominant
use of product brands). However, the brand strategy adopted by Sony
Ericsson is corporate and product brand strategy (with dominant use of
the corporate brand). Also, there is the concept of brand strategy which
is been used by some global companies and it is intended to “drive
consumers’ purchase decisions and transfer brand value to new product
or service sub- brands” [12]. The Sony Ericsson brand is the master
brand and under that master brand there are three sub-brands. The subbrands
have the function of putting added value to the product and
making the product easier to recognize as well as to categorizing them
into different qualities and features in order to maximize customer
satisfaction. Furthermore, the marketing strategies of Sony Eriksson in
terms of its global brand relative to what pertains in theory could be
seen below:
First, it was stated by Yu Xie [6] that corporate brands have
a strategic focus which includes corporate strategy, corporate
communications and corporate culture. This theory is what pertains
in the case of, Sony Ericsson, since it has a strategic approach where
the values of the company are important and consistent throughout the
whole company. These values are normally set by the management team
of Sony Ericsson and are communicated to the rest of the company and
the employees need to communicate these values to the customers.
Also, the long-term approach is also constant throughout the company.
Second, it is prudent that, corporate brands are managed by the
CEO of a company. This therefore, coincides but not completely with
the empirical research where Sony Ericsson is managed by the senior
manager, so that the main responsibility is on the senior manager of
each of the division. The corporate brand is furthermore delivered by
the whole company, and it also has multiple channels of communication
and this is through total corporate communication instead of through
marketing communication. The brand management team sets the
values of the company and communicates these, but the managers
of each of the three divisions have equal responsibility for the brand.
However, the theory therefore differs from the empirical finding where
the theory indicates that the overall responsibility of the brand is on
the CEO of the company. But the theory coincide with the empirical
findings in the way that the brand is delivered by the whole company
in the way that everyone within the organization is supposed to know
the core values of the company and deliver those to the public, and
the employees have an important role in creating the perceptions and
maintaining the brand.
Third, the focus of the corporate brand is not only on the customers,
but on all the stakeholders both internal and external and the corporate
brands need to fulfil these stakeholders’ expectations [13]. Furher stated
that there should be a balance focus on consumers and shareholders in
order to have a complete brand. This is in accordance with the empirical
findings where the respondent company states that all stakeholders are
important. However, the company further states that the customers
are the most important stakeholder. Their customers include network
operators, retailers and consumers. It may be said that the employees
are highly important since they maintain the brand and spread the
good word about the company. The relationship with the stakeholders
is long-term focused. The corporate brand communication is directed
towards all stakeholders and that the corporate brand has little impact
on customers and also little demand for products and services. This

Results (Indonesian) 1:

Internasional branding strategi perusahaan-perusahaan globalMenurut Urde [11], ada empat dasar merek arsitekturtersedia untuk perusahaan dan ini termasuk: merek perusahaan, produkmerek, perusahaan dan merek produk (dengan menggunakan dominanperusahaan merek), dan produk dan merek-merek perusahaan (dengan dominanmenggunakan produk merek). Namun, strategi merek diadopsi oleh SonyEricsson perusahaan dan strategi merek produk (dengan menggunakan dominanmerek perusahaan). Juga, ada konsep merk strategi yangtelah digunakan oleh beberapa perusahaan global dan dimaksudkan untuk "drivekonsumen keputusan-keputusan pembelian dan mentransfer nilai merek untuk produk baruatau layanan sub-merek"[12]. Sony Ericsson merek adalah mastermerek dan di bawah merek master bahwa ada tiga sub merek. Subbrandsmemiliki fungsi yang menempatkan nilai tambah produk danmembuat produk lebih mudah untuk mengenali serta untuk mengkategorikan merekamenjadi kualitas yang berbeda dan fitur untuk memaksimalkan pelanggankepuasan. Selain itu, strategi pemasaran dari Sony Eriksson dipersyaratan merek global relatif terhadap apa berkenaan secara teori bisadilihat di bawah ini:Pertama, dinyatakan oleh Yu Xie [6] yang memiliki merek perusahaanfokus strategis yang mencakup strategi perusahaan, perusahaankomunikasi dan budaya perusahaan. Teori ini adalah yang berkenaandalam kasus, Sony Ericsson, karena memiliki pendekatan strategis dimananilai-nilai perusahaan penting dan konsisten sepanjangseluruh perusahaan. Nilai-nilai ini biasanya ditetapkan oleh tim manajemenSony Ericsson dan yang dikomunikasikan ke seluruh perusahaan dankaryawan harus berkomunikasi nilai kepada pelanggan.Juga, pendekatan jangka panjang juga terus-menerus seluruh perusahaan.Kedua, bijaksana, merek perusahaan dikelola olehCEO sebuah perusahaan. Oleh karena itu, ini bertepatan tetapi tidak benar-benar denganpenelitian empiris yang mana Sony Ericsson dikelola oleh seniorManajer, sehingga tanggung jawab utama pada manajer seniormasing-masing Divisi. Merek korporat selanjutnya disampaikan olehseluruh perusahaan, dan juga memiliki berbagai saluran komunikasidan ini adalah melalui total perusahaan komunikasi bukan melaluikomunikasi pemasaran. Merek manajemen tim setnilai-nilai perusahaan dan mengkomunikasikan ini, tetapi para manajermasing-masing dari tiga divisi memiliki tanggung jawab yang sama untuk merek.Namun, teori itu berbeda dari empiris menemukan di manateori menunjukkan bahwa tanggung jawab keseluruhan merek padaCEO perusahaan. Tapi teori bertepatan dengan empiristemuan-temuan dalam cara yang merek disampaikan oleh seluruh perusahaandalam cara yang orang dalam organisasi yang seharusnya tahunilai-nilai perusahaan dan memberikan mereka kepada publik, danthe employees have an important role in creating the perceptions andmaintaining the brand.Third, the focus of the corporate brand is not only on the customers,but on all the stakeholders both internal and external and the corporatebrands need to fulfil these stakeholders’ expectations [13]. Furher statedthat there should be a balance focus on consumers and shareholders inorder to have a complete brand. This is in accordance with the empiricalfindings where the respondent company states that all stakeholders areimportant. However, the company further states that the customersare the most important stakeholder. Their customers include networkoperators, retailers and consumers. It may be said that the employeesare highly important since they maintain the brand and spread thegood word about the company. The relationship with the stakeholdersis long-term focused. The corporate brand communication is directedtowards all stakeholders and that the corporate brand has little impacton customers and also little demand for products and services. This