Note: This blog is sorta marketing-related and less frequently updated than other blogs that I author.
If you are more of a techy-geek than a marketing wizard then cre8ive hut
will be much interesting for you.
Volkan.
Volkan.
12.21.2005
Guidelines for developing global brand leadership
First of all let us define what a brand is:
- Brand is bundles of images and experiences in the customers' mind.
- It is a promise made by a particular company about a particular product.
- It is a quality certification.
- Brand makes the differentiation between competing products.
The sum of impressions about a brand is known as the brand image.
brand equity
- is the added value that accrues to a product as a result of investments in the marketing of the brand.
- is an asset that presents the value created by the relationship between the brand and customer over time.
Global products meet the wants and needs of a global market and is offered in all world regions.
Global brands have the same name and similar image and positioning through the world.
To develop a global brand leadership you should keep the following in mind:
- Create a compelling value proposition.
- Develop a consistent planning process.
- Think about all names, marks and symbols that have potential for globalization.
- Assign specific responsibility for managing branding issues.
- Research alternatives of extending a national brand versus adopting a new brand identity globally.
- Execute brand-building strategies.
- Develop company-wide communication systems.
- and most of all, harmonize, unravel confusion and eliminate complexity at all costs.
- Brand is bundles of images and experiences in the customers' mind.
- It is a promise made by a particular company about a particular product.
- It is a quality certification.
- Brand makes the differentiation between competing products.
The sum of impressions about a brand is known as the brand image.
brand equity
- is the added value that accrues to a product as a result of investments in the marketing of the brand.
- is an asset that presents the value created by the relationship between the brand and customer over time.
Global products meet the wants and needs of a global market and is offered in all world regions.
Global brands have the same name and similar image and positioning through the world.
To develop a global brand leadership you should keep the following in mind:
- Create a compelling value proposition.
- Develop a consistent planning process.
- Think about all names, marks and symbols that have potential for globalization.
- Assign specific responsibility for managing branding issues.
- Research alternatives of extending a national brand versus adopting a new brand identity globally.
- Execute brand-building strategies.
- Develop company-wide communication systems.
- and most of all, harmonize, unravel confusion and eliminate complexity at all costs.
