International Marketing

Learn about the principles and strategies of international marketing and how it can help businesses gain a global market share. Explore the customer-based brand equity model of ZARA and its impact on the fashion industry. Discover the importance of brand salience, brand meaning, brand response, and brand relationships. Gain insights into the factors that contribute to competitive advantage and profitability in the international market.

INTERNATIONAL
MARKETING

Table of Contents
Introduction
Customer based brand equity model
Conclusion
References

Introduction....
International marketing can be understood as formulating
strategies with basic and complex principles in order to
do business more than a nation. It is fundamental for an
organisation to rapidly look into various aspects like
technology, communicative acts, transit and different
financial flows so that to obtain a good market share at
global level

Customer based brand equity model (CBBE)
of ZARA
ZARA was introduced in the year of 1975 named
as Zorba and its founders were Amancio Ortega
and Rosalia Mera. A Spanish brand which is
famous in all the globe named as world's largest
retailer that carries fast fashion and
manufactured clothing products with latest
fashion.

ZARA has become synonymous among different
country people through its fast changing
manufacturing process of clothes. Trendy clothing is
their main aim which is continuously helping the in
gaining attention of users all over the world.

Customer based brand equity model
(CBBE)
There are ample number of firms that have introduced
products and services and are trying to make brand's
name huge along with equity. This can be done through
proper analysis of CBBE model. It has been examined
that this type of exemplary includes various things like
loyalty of consumers, along with larger and lower margins
and with enhancement or decrease under prices of
products and services that are being manufactured by
ZARA.

Brand Salience or who are you?:
This comes under when consumers start knowing
about the brand through looking at name or with
logo. It is much needed for ZARA to make its brand
name much aware in front of its consumers so that
first thing that comes in there mind in order to fulfil
requirements about company's name.

Brand Meaning or what are you?:
Perception of consumers comes at number one
place under this phase. It is much needed for ZARA
to make their image positive in front of their social
people. Along with this, it has been examined that
under this step. Vision and mission of company to
makes it different from other firms comes under this
step.

Brand Response or what do I think or feel
about you?:
After considering Brand Identity and Brand
Meaning this is the phase in which company do
expect their desired targets to be achieved right
on time.

Brand Relationships or what about you and me?
Relationship between brand and its customers are
strong because company is providing some peerless
values like quality wise products are best. Zara
provides its customers extraordinary qualities at
reasonable price and always take care all customers
by attending them with full enthusiasm

SALIENCE
Depth and Breadth are two factors of consumers that should be
completely understood by ZARA in order to gain competitive
advantages at workplace. Under this, Depth consist of quality
of users in order to realise about the brand name at workplace.

PERFORMANCE
Under this, it has been examined that ZARA should keep on
making alterations in their products and services that they are
offering so that to keep on meeting needs and wants of
consumers in ample number at international market.

IMAGERY
This phase is very much enclosed with various situations like
attitude, values and personality that should be considered and
kept in mind by ZARA while manufacturing products and
services.

JUDGEMENTS And FEELINGS:
JUDGEMENTS: Quality, Creditability, Consideration and
Superiority are some sort of elements which should be properly
followed by ZARA while making decisions in order to
maximise their profitability at international level.
FEELINGS: This is one of the main element that ZARA keeps an
eye on while making their products and services and this
includes various sub-sections which are warmth, fun,
excitement, security, social approval and self respect.

RESONANCE
RESONANCE: Continuous
purchasing which has
been done by a customer
comes under this element.
Loyalty of users may help
ZARA in generating
heavy revenue at both
domestic and
international market.

Conclusion
ZARA has gathered huge number of consumers in all over the
world through taking various strategies and through doing
promotional activities. According to the CBBE model ZARA
analysed perceptions of its clients that has helped them in
enhancing profitability and productivity level at the same time.
As they manufactured trendy clothes with keeping or
considering needs and wants of their customers.

References
Akaka, M. A., Vargo, S. L. and Lusch, R. F., 2013. The
complexity of context: A service ecosystems approach
for international marketing. Journal of Marketing
Research. 21(4). pp.1-20.
Berthon, P. R. and et. al., 2012. Marketing meets Web 2.0,
social media, and creative consumers: Implications for
international marketing strategy. Business horizons.
55(3). pp.261-271.

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