Global Branding

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