What problems can arise when a brand name or slogan is used in other countries?

A name or slogan may translate badly or cause offence in another language. Colours and images can carry different meanings in different cultures.

Why do some businesses keep their products exactly the same in every country?

A standard product lets the business mass-produce and cut unit costs. A consistent image also strengthens the brand worldwide.

How can a UK business compete internationally on price?

A business can cut costs by producing in low-wage countries or buying materials from the cheapest source worldwide. Lower costs allow lower prices than rivals.

OCR GCSE Business J204

Business Activity

Topic overview Enterprise and entrepreneurship Business planning and the business plan Sole traders, partnerships and limited companies Business aims and objectives Internal and external stakeholders Organic and external growth How business functions depend on each other

Marketing

Topic overview The purpose of marketing Primary and secondary market research Market segmentation Product design and the product life cycle Pricing methods Point of sale promotion and advertising Place and the marketing mix

People

Topic overview The role of human resources Organisational structures and ways of working Communication in business Recruitment and selection Employee motivation and retention Training and staff development Employment law

Operations

Topic overview Production processes Quality of goods and services The sales process and customer service Consumer law Business location Procurement and choosing suppliers Logistics and supply chains

Finance

Topic overview The role of the finance function Sources of finance Revenue, costs, profit and loss Break-even Cash, liquidity and profit Cash flow forecasts

Influences on Business

Topic overview Ethical and environmental considerations The economic climate Globalisation and multinational companies International branding and competition

Influences on Business

International branding and competition

3 things to know
Component 02

Overview

International brands and adapting them for other countries, competing abroad on price and on other factors, e-commerce, exporting and importing, tariffs, and the value of the pound.

What you need to know

Answer each one before you reveal it.

Your recallNot started

Key term

What is an international brand?

Key term

What are the benefits of an international brand to a business?

Key term

Why might a business adapt its brand or products for different countries?

Questions from this subtopic

Each one with the model answer underneath.

1
What is an international brand?
Model answer
An international brand is a name and image that customers recognise in many countries. Coca-Cola, Apple and McDonald's are examples.
2
What are the benefits of an international brand to a business?
Model answer
A single brand can be promoted worldwide, which spreads the cost of advertising. Customers abroad trust a brand they already recognise.
3
Why might a business adapt its brand or products for different countries?
Model answer
Tastes, languages, religions and cultures vary between countries. McDonald's, for example, serves no beef in its restaurants in India.
4
What problems can arise when a brand name or slogan is used in other countries?
Model answer
A name or slogan may translate badly or cause offence in another language. Colours and images can carry different meanings in different cultures.
5
Why do some businesses keep their products exactly the same in every country?
Model answer
A standard product lets the business mass-produce and cut unit costs. A consistent image also strengthens the brand worldwide.
6
How can a UK business compete internationally on price?
Model answer
A business can cut costs by producing in low-wage countries or buying materials from the cheapest source worldwide. Lower costs allow lower prices than rivals.

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Business Activity

Marketing

People

Operations

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Customers may receive quality.

poorerbetterhigher

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AOwners may gain from higher profit.

BEmployees may lose jobs or face lower pay.

CCustomers may receive poorer quality.

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Assemble a full-mark answer from its marking points, in the order an examiner wants them.

Aim means a broad long-term goal of a business.

TrueFalse

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