Introduction

　　This proposal sets out to examine options forthe successful globalisation of ourˉBorders brand. The initial marker under consideration isContinental Europe. For the purposes of thisproposal, we will be considering three aspect of thebrand, namely our logo, the ˉBorders concept andfinally, the product itself, ˉBorders wellington boots.

　　Findings

　　The following findings summarise our keyfindings.

　　It was found that our existing logo, a pair of wellington boots encircled by the wordˉBorders, is visual enough to be used in markets where English is not widely spoken.

　　Attitudes to outerwear differ throughout Europe and our boots are likely to appeal todifferent market sectors in different areas. This has serious implications for the benefits we wishto publicise. Although Danish farmers would be willing to purchase such a high qualityproduct, farmers in some countries are unlikely to choose a British brand over a domesticproduct. However, the very Britishness of the product would appeal to the style-consciouselements of the French and Italian markets, summoning up images of the English upper classesand country houses.

　　Our current product is multi-purpose and as such would not need adapting to suit differentsectors of the European market.

　　Conclusions

　　It was agreed that although the present logo and product are suitable for globalisation asthey stand, we propose that the Borders concept be adapted for different markets.

　　Recommendations

　　We recommend that further studies be carried out into the marketing strategies bestsuited to different European regions.

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