Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Georgina, a student of marketing at Midlands State University in Gweru, Zimbabwe who asks this question about global brands.
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.
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Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education