Brand and Product Decisions In Marketing Global

Supporting Lecturer : Dr. Eko Handayanto, Drs. MM

M. Arman Alhusaini (202010160311443), Sonia Rahmawati Arfai (202010160311647), Nur Anniyyah (202010160311649)

MANAGEMENT STUDY PROGRAM FACULTY OF ECONIMICS AND BUSINESS

MUHAMMADIYAH UNIVERSITY OF MALANG  2023

INTRODUCTION

 Brand and product decisions in global marketing are the process of selecting the right brands and products for use in global markets. This involves understanding the local culture, language, customs and preferences of the global target market, so that brands and products can be appropriately adapted to create a strong and attractive brand image for consumers in the global market. marketing is one of the main sustainable business systems in the global economy with the main objective of planning marketing, determining prices, promoting and distributing products that satisfy the needs of its consumers (Iing Purnamasari, 2022). therefore marketing strategy has a very vital role for the success of a company in the world (Nabila, 2022). In addition to the top management level, a manager responsible for international product development must be appointed and an appropriate organizational structure must be established so that the company can market these products globally (Hasibuan, 2022). However, all of these things must be able to maintain quality improvement. One strategy to win the competition is to retain existing customers, because finding new customers is more expensive than retaining existing customers. Companies must be able to maintain the quality they have so that customers or consumers do not switch to other products or brands.

Bali (2022) a reflective perception of the intended product that is perceived by the consumer allows the consumer to evaluate the superiority of the finished product. Perceived quality is based on a number of experiences shared in the minds of consumers who influence their view of the quality of a product (Piancatelli, 2021). Meireika is always looking for the weaknesses of market leaders or other companies, by looking for competitors, either directly or indirectly. As well as market challengers, they usually also focus their businesses to take over weaker companies (Aguing W, Yuidhistira H, & Aziz, 2021). Furthermore, the existence of fraudulent buying is the main mission in the buying process. Buying fraud is very much determined by product information that consumers receive from various parties and from various media (Shi, 2021), including consumer segmentation also affects buying fraud (Bakir, 2020). This means that the higher the perception and prefeireinsi, the higher the conceptual deceptiveness of the intuitive meimbeili (Nasuition, 2020). Meinuiruit Hidayatuillah (2021) the level of consumer perception is quite low, only contributing 35% to the fraudulent buying because it is not in line with consumer experience. Beside with a preference factor that has a sufficient strength of 65% which is caused by the high level of information that is understood by consumers. Such as using social media, website, or traditional marketing efforts from mouth to mouth have become permanen's branding strategies (Irfan, Firamadhina, & Akmalia, 2022). Merk is always looking for the weaknesses of market leaders or other companies, by looking for competitors, either directly or indirectly. As well as market challengers, they usually also focus their businesses to take over weaker companies (Aguing W, Yudhistira H, & Aziz, 2021).

It can be concluded that mechanical and product genius is a very important thing for the continuity of life of a thousand companies. And the success of a business depends on the ability of the target market to intuitively differentiate one product from another. Therefore, global marketers must pay very close attention to the products they want to market. Where there are several important points when a thousand-dimensional company development actually creates product and product illusions, including the need to plan marketing, determine prices, determine the quantity of quality products product etc. From the points above, it can be used as a guideline for a balanced, intuitive company so as to make it the most successful business on the international scale.

LITERATUR REVIEW

When entering the global market, a company will have its own challenges, namely by balancing policies and strategies on products that respond to market demands, competitors, and organizational resources around the world. When a company has a good marketing strategy, this will affect the company's income (Barokah et al., 2020). In order to take advantage of opportunities outside the country of origin, business managers must design and implement appropriate marketing programs. However, depending on organizational goals and market needs, an intended program can consist of a development strategy, an adaptation strategy, or a combination of the two production planning processes (Greiein & Keieigan, 2020). Whatever the reason, expanding product while adapting marketing communications programs can be a key to market success. Products have an important role in global marketing initiatives, because market expansion needs to position global products in other countries so that they are right on target and get a positive response from consumers. Product innovation globally can be done by carrying out a new product balancing on the global market, creating new products for international markets, international product strategies (Maulidya et al. 2023). Global products are specially designed to meet the needs of global markets in order to increase sales at certain times as well as to extend the life cycle of products on global markets (Yulinda et al. 2022).

Marketing branding in global marketing is so important because strong global marketing can enhance the company's overall brand image and business image worldwide. (Deiwi et al. 2020) Brand image is a picture of consumer association and trust in brand image of a product. A good image certainly has a good impact on the company and vice versa (Suiyanto, 2022). Usually the consumer in making a choice of a choice will be more powerful if he is based on experience and gets a lot of information (Iriawan, 2021). In this case, that is what will cause customers to associate positive things in their minds when they think of meireik teirseibuit (Aeini, N., & Leistari, MT 2021). Merk separates merk from many other options and it really sticks in Merk's mind. Dewi (2020) The consumer sees something as a picture of what is in the consumer's mind or mind about something that makes a noise on its own.

DISCUSSION

A. Basic Product Concepts

Kotler (2021) the product is something that is intuitively offered by the market to meet needs and desires. Products can be tangible goods, services, events, experiences, places, people, organizations, traits, and ideas or ideas. Product categories refer to meaningful categories that are balanced and used to classify and evaluate products based on similarities in product characteristics (Tafti, Godichauid, and Amodeio 2020). Product has an important meaning for business because without product, the company will not be able to create anything from its business (Milano, Suitardjo, and Hadya 2021). Product quality is the totality of features and characteristics of a product or service that affect its ability to intuitively satisfy stated or implied costs. Customers will buy a product if it feels right, therefore the production of products must be adjusted to the desires or needs of the customer so that product marketing is successful (Nita., 2020).

1. Product Decision

Product innovation deserves and is of utmost importance to receive the greatest attention from global marketing. Because the products selected by the company to be sold outside the country form the basis of the company's global marketing mix. New products have become the center of attention of most companies because they guarantee their real contribution to the company's existence and prosperity. Guarantees from a product can increase trust and interest in buying consumer goods (Fianto, Widyantara, and Baskara 2022). When the consumer does the fraudulent purchase, it means that the company is able to increase the consumer's sense of security regarding the guarantee offered (Rahayu, 2022). The purpose of having product guarantees is to provide comfort, security, safety and certainty in using products, as well as increasing added value for businesses to import and sell products (Pribadi and Fitriana, 2022). The aesthetics of a product is seen from how a product is heard by consumers, how a product looks, tastes and smells. Thus, clear aesthetics is an assessment and reflection felt by consumers (Milano, Suitardjo, and Hadya 2021).

2. Product Packaging

In carrying out product changes, marketers need to simplify when to change existing products. And you have to know that there is a change in product quality to change the characteristics of one or more products. For example, products are produced in packaging as they are (as long as they are still packaged), so that apart from being unattractive, they also have the potential to be damaged and cause contamination that is harmful to health (Al Muishofi & Syamsi, 2021). Materials used for food packaging cannot be included in the category of hazardous packaging materials, even food packaging regulations prohibit the use of packaging materials whose impact on human health is not known (Gita & Suilistyowati, 2020; Tanti & Hidayat, 2021). Because good and attractive packaging and labeling are of course very necessary in the long run of a product (Mangkui et al. 2022). Global marketers must understand important and significant differences in preferences between culture and country, such as issues of color and taste. This will greatly affect the marketing of various products. Marketers who ignore different and diverse consumer preferences can run into problems. So with this kind of science and technology that aims to protect a product when it is sent, stored or sold (Puirbowati and Arifansyah 2022).

3. Product Labels

Suiminar (2021) As time goes by, countries with different balances become more competitive when products go through their life cycles because products become more standardized. This strategy emphasizes the important role of dynamic innovation and understanding of comparative advantage in explaining the shifting patterns of trade and production of manufactured goods. For example, in order to be able to balance and expand the business on a global scale through improving the packaging label (Seiptiani 2019). Kotleir and Keilleir (2021) product label as information that is printed or displayed on product packaging which contains information about the product, product name, designation label, raw materials, expiration date, and so on. Beilch and Beilch (2021) define product label as a label on product packaging that contains information about the product, product name, ingredient content, expiry date, design indication, and other information needed by the consumer. Meinuiruit Karim and Rahman (2021) product label is a label on product packaging that contains information about furniture, product name, raw materials, expiry date, design instructions, and other information needed by the consumer. In general, the minimum label must contain the name or description of the product, raw materials, composition additives, nutritional information, expiration date, product contents, and legality information. The purpose of labeling products is to provide consumers with clear and accurate information about the products they buy and use. This helps consumers to intuitively create appropriate deception when purchasing products, as well as ensuring the safety and health of consumers by providing information about hazards and requiring due attention warnings. In addition, the label on the product can also be used as a marketing tool by presenting features and designs that attract the attention of consumers, as well as providing additional information about the features and features of the finished product (Septiani 2019). Labels should not be filled with ambiguity that can lead to bias in purchasing, both in terms of content and amount of content (Heirmanui 2022). Novia Nuirbayani (2022) "Beauty or aesthetics can be achieved with a number of conditions, including unity, harmony, symmetry, balance, and contrast from the arrangement of lines, colors, shape to an object". Consumer buying interest can be based on product aesthetics (Deivlin and Firdauisy 2020). The aesthetics referred to are the physical appearance of goods or shops, the attractiveness of service presentation, a pleasant atmosphere in which services or products are received, how the product design will be shown to the public (Mauipa, Sambo, and Maming 2020).

B. Brand Basic Concept

There is a difference between local brands and global brands, namely that with rapid globalization, companies are trying to create global brands and are actively seeking potential markets in all regions of the world. Remembrance goes hand in hand with the recollection of an assisted reciting. Mechanical memory is the customer's ability to intuitively think of a brand name from their memory when asked to think of a product category. Kenton (2022) MeRk, which has the same name and coordinated marketing approach in several countries, is the definition of global merk. Global Merk is constantly being supported by a number of advantages, such as economies of scale, international recognition, global distribution networks, and the financial strength of the companies that own them (Sudarso et al., 2020). Therefore, global markets must pay attention to the questions related to the products they want to market (Octaviana & Susilo, 2021; Susilo, 2022). Where the company simultaneously conducts market research to determine the success of merk's final strategy. So, their trustworthiness and their image have a significant impact on their trustworthiness, their trust has an impact on their loyalty, their experience has an impact on their loyalty (Dwiyani Suidaryanti, 2022).

1. Global Brand Decision

In carrying out global visualization, in order to convey the meaning conveyed, there are several aspects that need to be considered, namely: memes must be unique or unique, memes must describe something about the benefits of the product and its features, memes must describe the quality of a product, equity merk, merk must be easy to pronounce recognizable and easy to remember and finally merk must have a value that describes the quality of the greatest merk. Merk sign is that part of merk that can be recognized but cannot be pronounced, such as a distinctive symbol, design, color or lettering. Global merk is similar to national merk or international merk, imitating the intended symbols that consumers believe. For example, intellectually inclined people think of more creative names when asked for by products than the category of merk's also called merk without assistance or spontaneous memory (Keinton, 2022). For example, using proven consumer goods can increase consumer preference and purchase intentions for other products from teirseibuit goods (Amalia & Seikarasih, 2020). Because the originality of music is an important part of balancing and maintaining suicidal music (Tran et al., 2020). Accomplished by balancing the architectural strategic planning of the company requires three main steps, namely defining the strategic potential of the company in the sense of "market footprint"; the second step aims to identify the expansion of products and services that will enable them to achieve their potential to be realized, and the last step is to define the process of e-mailing and positioning related to the products and services that are related to the product and services (Kitchen & Tourky, 2021). merek authenticity is a customer assessment that reflects the opinions of merk which are judged on the basis of continuity, authenticity, reliability, and merk's originality (Tran & Nguyen, 2022). Because merk has the intuitive capacity to balance merk's equity, which in turn increases their value merk, in the end wanting to do business and customers in a fluid way, balancing the choice with an intelligent and integrated directed communication strategy will bring long-lasting additional benefits (Wijaya, 2020).

2. Brand Equity

Rizwan et al., (2021) Mechanical equity is a distinctive effect of wireless that appears in the minds of customers when interacting with products or services. Oui, Wong, Preinticei, and Liui, (2020) To intuitively understand how branding can influence customer engagement, researchers have previously discussed security equity as an alternative to customer involvement. Oui eit al., (2020) Retail equity can also be an incentive so that customers can be more involved in the products offered. Consumers will be more happy with high equity, and when they buy products with low consumer equity, they will still do so but only for the reason of a discounted price.

3. Brand Image

Ekasari (2022) Brand image is a thought that emerges in the minds of consumers when they remember a certain meaning of an integrated product based on images, impressions, feelings or perceptions that exist in society as opposed to a company, an object, a person or an organization. Iqbal, Indradeiwa (2021) Good image and service quality influence customer loyalty. Customer satisfaction has an effect on customer loyalty. The practical implication is that PT Indosat must treat good image, service quality and customer satisfaction as the most important factors influencing customer loyalty. Their trust is able to mediate the effect of their experience and their image on their loyalty. Darmawan (2020) shows that auditory awareness is a positive predictor of retailer equity so that it can increase retailer skill in the eyes of its customers. Uiskita (2021) finds that equity can have a significant effect on the fraudulent buying. When a company has a good marketing strategy, this will affect the company's income. (Barokah et al., 2020). In order to take advantage of opportunities outside the country of origin, business managers must design and implement appropriate marketing programs. Khan et al., (2020) Digital marketing, as an example, plays an important role to balance the intuitiveness of mechanical marketing because it can reach many customers, (Khan et al., 2020). Digital marketing and equity have a good effect on buying interest (Khan et al., 2020). High retail equity will increase consumer satisfaction, which will result in higher purchase interest and consumer satisfaction. Digital marketing has a high reach, enabling interaction between buyers and buyers to intuitively understand the full range of products and streamline the buying process. And the global distribution network, the only resistance is a number of wishes that are in line with the global meireik (Suidarso et al., 2020).

CONCLUSION

A brand that has a larger purpose and meaning can build deeper relationships with customers so they can motivate them to buy the brand. Brand global also often has strong support for many The advantages include economy, international recognition, network distribution. In general, the product can be understood as anything that able to satisfy someone's need or desire, both tangible nor formless. In general the product includes the total amount The physical and psychological satisfaction that the user enjoys after the consumer buy and use the product. What distinguishes a product from other products is to make it easier for consumers to decide which product will be consumed based on the production of one or more people from other people's production.

When entering the market global very develop the product you want to market and also decide suitable brand and so that it can be easily accepted in the market target market. In addition, the emergence of new companies increasingly fierce competition. So, the right strategy is needed so that products and brands can be marketed and able to win the hearts of customers consumer. With the implementation of these things, the company will easier to reap high levels of sales in the market global.

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