Today, another request from the BSI Emailbag.
Georgina, a student of marketing at Midlands State University in Gweru,
Zimbabwe asks…
“What is a global brand? How can an organization build and sustain a global brand?”
Georgina, thanks for your question, we’re happy to answer it. Global brands are brands that are recognized throughout much of the world. Companies intending to create global brands need to do the following:
·
Identify the relative attractiveness of each market for your brand
·
Conduct attitude and usage studies in each country in which you are
considering entering
·
Identify the sequence of brand launch by country/region of the world
·
Know the category and brand indices in each country in which your
brand operates
·
Establish a branding scorecard that can be applied country by country
·
Agree to which decisions are made centrally and which ones are made
locally
·
Through research, understand if there are any part’s of your brand’s identity that won’t work in a given country or
for a give language. Consider the name itself, the symbols, the colors, the
tagline, etc.
To some small degree, with the
pervasiveness of the Internet, all brands that are in cyberspace have the
potential to become global brands, however being on the Internet does not
guarantee top-of-mind awareness or distribution ease. A comprehensive,
well-funded and well-executed global marketing plan is required for successful
global brands.
Have a question related to branding? Just
Ask…
Sponsored By: The Brand Positioning Workshop
Nice post.
As with most successful things in marketing, it’s 90% work and 10% inspiration. Great ideas come from the wealth of the information.
Posted by: Ted Grigg | February 19, 2010 at 06:53 PM