Developing and implementing global branding strategies for Kirin Group

Abstract

The recent surge in the globalization of markets in various industries has brought global brands to the attention of consumers worldwide. Just as information connects consumers across geographical borders in seconds, globalization is a common stream among many industries, which leads consumers to consume locally but their purchasing decisions involve more global opportunities. The Japanese alcohol industry is changing so rapidly that alcoholic beverage companies must expand beyond the domestic market and seek new opportunities in global markets in order to achieve sustainable growth. There are several key reasons for this dramatic change in the alcoholic beverage market in Japan: declining birth rate and population, a totally saturated beer market, and diversification in younger consumers' preferences for alcoholic beverages. Faced with this situation, it is clear that my employer, Kirin needs to expand its focus from the beer business to a broader-based beverage business while also seeking opportunities to expand its business base in new markets. In this thesis, I will explore the key factors of branding in the growth strategies of firms that compete internationally. Starting from the concept and defining the importance of global brands, I will look into the successful brands and companies that manage their brands globally. By identifying essential commonalities through my research and study, I will focus on key factors that Kirin Group will need in order to develop and implement its own global branding strategies.

(cont.) Through my research of successful global brands and firms, I found that building a strong brand in global markets can lead a firm to a stronger competitive position in the world, but this requires essential skills and organizational challenges. The thesis concludes with a discussions of key strategies that can be adopted by Kirin for building its global brands.