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EU enlargement: a case study of branding standardisation

EU enlargement: a case study of branding standardisation Purpose – The purpose of this paper is to examine whether or not EU enlargement would cause companies to standardise their brand portfolios and the brands they offer, between Eastern and Western Europe. Design/methodology/approach – The issue of standardisation versus localisation, and the impact of EU enlargement upon standardisation are examined based on the existing literature. The paper looks at whether fostering more member states within the EU would encourage standardisation. It also explores whether barriers for standardisation still exist. The research employs a case study methodology to set scenarios of possible outcomes. Findings – The research findings imply that external factors, which are market‐based and product‐based elements, seem to encourage standardisation. The effect is brought about by the benefits standardisation offers in terms of efficiency. There are still some minor national barriers that impede standardisation. However, the main obstacles are endogenous to corporations and pertain to company structure, strategy and historic resistance to standardisation. Research limitations/implications – Standardisation of the marketing mix has been practised by managers as a way to combine customers' needs with cost‐effectiveness. The paper offers scope for further research into the application of various portfolio assessment tools to examine brands which will help managers to observe these relationships, and develop customised branding strategies. Originality/value – The paper contributes to the marketing literature on branding and standardisation and supports the strategy of standardisation of brands for better performance. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png EuroMed Journal of Business Emerald Publishing

EU enlargement: a case study of branding standardisation

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1450-2194
DOI
10.1108/14502190810891227
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine whether or not EU enlargement would cause companies to standardise their brand portfolios and the brands they offer, between Eastern and Western Europe. Design/methodology/approach – The issue of standardisation versus localisation, and the impact of EU enlargement upon standardisation are examined based on the existing literature. The paper looks at whether fostering more member states within the EU would encourage standardisation. It also explores whether barriers for standardisation still exist. The research employs a case study methodology to set scenarios of possible outcomes. Findings – The research findings imply that external factors, which are market‐based and product‐based elements, seem to encourage standardisation. The effect is brought about by the benefits standardisation offers in terms of efficiency. There are still some minor national barriers that impede standardisation. However, the main obstacles are endogenous to corporations and pertain to company structure, strategy and historic resistance to standardisation. Research limitations/implications – Standardisation of the marketing mix has been practised by managers as a way to combine customers' needs with cost‐effectiveness. The paper offers scope for further research into the application of various portfolio assessment tools to examine brands which will help managers to observe these relationships, and develop customised branding strategies. Originality/value – The paper contributes to the marketing literature on branding and standardisation and supports the strategy of standardisation of brands for better performance.

Journal

EuroMed Journal of BusinessEmerald Publishing

Published: Jul 18, 2008

Keywords: Brands; European Union; Eastern Europe; Western Europe; Standardization; Emergent strategy

References