2d

From Ibc

Revision as of 23:44, 31 March 2008

National versus international brands in Lithuania / Portugal.

National brands in Lithuania 1925 January 27th the president of Lithuania Aleksandras Stulginskis in the news of government announced the law of “the law to protect Lithuanian brands”. Till the autumn of this year the brand of Lithuanian tourism and business will be created. The project of creating this brand started in 2006.

The creation of Lithuanian logo is still in progress. There is published a competition of creating it. Although this competition is being asked to stop because of the problem of logos similarity to Canada’s Ontario province London city (created in 1855), which opposed proposed creating this type of National Lithuanian logo. Eventually creating this type of Lithuanian logo was refused and now there are being searched other images of creating it.

Lithuanian logo: The slogan for Lithuanian logo would be: “the natural – green”.

Lithuanian and Canadian logos:

There are some examples of Lithuanian brands:

Druskininkų Rasa“ mineral water - http://www.rasa.lt/main.php?id=100&lang=2

The newspaper „Vakaro žinios“:

The chocolate sweets "KARŪNA":

The bear “Kalnapilis”: and "Utenos beer":

Some bigger companies, which are succeeded to compete with international market, have reached the popularity. However Lithuanian market is not strong enough to exceed the multinational competition. For example the sweets fabric “KARŪNA” is not selling more than other competed Lithuanian fabrics or multinational sweets fabrics like Snickers and Malteser (“Masterfood”). But Lithuanian beer is keeping the highest preference in selling in Lithuanian market. Lithuanians are used to buy a Lithuanian beer instead of imported one.

National Brands in Portugal

In Portugal, some major national brands such luso (bottled water Company), GALP (gas selling company, Continente (supermarket chain), Delta (coffe producer), TMN (cell phone company), PT (phone company), just to mention a few, have great market share in their business areas as well as a great loyalty among the portuguese consumers.

Delta http://www.delta-cafes.pt/

The bottled water Luso, was created in 1894, and since then has become the most succesful and highest selling bottled water in Portugal, with a 23% share of the market. Portuguese people do prefer national waters like luso, vitalis and others, instead of more famous international water brands like evian.

http://www.sociedadeagualuso.pt

In some areas of consumption more than others portuguese people have greater prefence for national products than international ones. For instance portuguese people don´t really have the habit of drinking international imported wines, firstly because they are considerably more expensive and secondly because Portugal has a great and wide choice of wines particularly the ones from the southern part of the country.

In the communications sector portuguese people also prefer portuguese brands rather than international ones like Vodafone, beign TMN (with about 6 million clients ) and PT (Portugal Telecom)the prefered communication operators, both with great acceptance and confidence from the portuguese.

http://www.telecom.pt/ http://www.tmn.pt/

Finally, Delta is one of the oldest, most carismatic and well-know brands in Portugal, beign comercialized in most of the cafes.

Delta http://www.delta-cafes.pt/