Branding

Online is expected

Quality over quantity

Your brand doesn’t sleep

More effective communication by videos

Decentralised Social Media

• Economies of scale (production and distribution)

• Lower marketing costs.

• Laying the groundwork for future extensions worldwide

• Maintaining consistent brand imagery

• Quicker identification and integration of innovations (discovered worldwide)

• Preempting international competitors from entering domestic markets or locking you out of other geographic markets

• Increasing international media reach (especially with the explosion of the internet) is an enabler

• Increases in international business and tourism are also enablers

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

Tuesday, December 4, 2012