For brand new brands, intended for export – is it better to deliberately brand for the new export market or for the originating market?
This question was asked during our Brand Appeals webinar. You can watch the webinar at http://opentoexport.com/info/webinars/#Brand_Appeal
Having been brought up on Philip Kotler and International Marketing, he would always say aim you marketing mix at the targeted market.
The right product in the right packaging at the right price in the right place with the right promotional activity at the right time.
Eg if its for the German market, do you put it in english language only ?
Research will tell you what will work for your brand.