Tin Tức

When an individual sees a familiar brand or product name while traveling abroad, the reaction can vary. Some might feel delighted by the familiarity, while others may have reservations for various reasons. There has been ongoing discussion about this problem, and I shall examine it in this essay by going over both points of view and offering my own.

Undeniably, a network of international stores can enhance the trustworthiness of a brand among consumers. From the company's perspective, building and maintaining a brand is challenging, and achieving international recognition is an even bigger accomplishment.  The behavior and purchase decisions of consumers are greatly influenced by brand familiarity. Thus, expanding globally can positively affect customer choices and loyalty, contributing to the local economy by creating jobs and boosting economic growth. From the consumer's viewpoint, encountering a familiar brand abroad offers a sense of reliability. If a brand has succeeded in gaining trust and maintaining quality across various countries, it likely provides high-quality products and services.  Customers feel more confident about their purchases because of this worldwide presence, as they can rely on consistent experiences and standards.

Despite these benefits, there are counterarguments to the globalization of brands.  The negative effect on local businesses and products is one of the main worries. For instance, Starbucks, with over 30,000 stores worldwide, provides a challenge to local coffee shops in countries where coffee is a cultural production. Consumers might prefer the consistent taste and brand recognition of Starbucks, which can overshadow local alternatives. For this problem, I believe that local awareness and cultural values also play a crucial role in consumer choices. In countries like Vietnam, where traditional values are deeply cherished, consumers carefully consider various factors before making purchasing decisions. One example of how political and ethical considerations can influence consumer behavior is related to the ongoing conflict between Pakistan and Palestine. This has led to increased boycotts of brands perceived as supporting inhumane actions. This scenario emphasizes the importance of multinational companies managing their global presence to maintain consumer trust.

In conclusion, the globalization of brands has both beneficial and negative impacts. While the benefits, such as enhanced trust, brand recognition, economic growth, and consumer convenience, are important, the potential drawbacks, including the displacement of local businesses and cultural insensitivity, cannot be ignored. However, I believe that the positive aspects of global branding can outweigh the negatives if companies are mindful of cultural differences and ethical considerations. Smart consumers will make choices that best suit their needs and values, and brands that understand and respect these differences will succeed in the global market.

(431 words)

New vocabulary:

- reservation (n): sự e ngại

- trustworthiness (n): sự tin cậy = reliability

- globalization (n): sự toàn cầu hoá

- alternative (n): sự thay thế = displacement

- cherished (adj): trân trọng

- political consideration (n): yếu tố chính trị

- ethical consideration (n): yếu tố đạo đức

- boycott (n): sự tẩy chay

- inhumane action (n): hành động vô nhân đạo

- cultural insensitivity (n): sự thiếu nhạy cảm văn hoá