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Topic : Global Brand Strategies
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Marketing & Branding

 

Global Brands

Created by : Venugopal K, PR & Media Relations Manager, Ogilvy & Mather  | 09 09 2008 07:50:51 +0000
Industry : Advertising/PR/MR/EventsFunctional Area : Branding(Sales & Marketing)
Keywords : Global Brands
Activity:  705 views;  last activity : 01 25 2011 10:23:12 +0000

Which approach should global brands follow:

Strateegy 1: The brand should follow be first successful in the local market and then go global.

Strategy 2: The brands  from the initial step should go  global.

  
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Strategy 1 Vs Strategy 2
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Top Argument
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Acceptance of the brand locally would infuse a lot of confidence in the brand to expand its horizons! Risks to go globally right from the birth would or may lead to unwanted ills or a huge success. Success cannot be measured by acceptance alone, it has to be measured by a repetitive demand in the market in question. The brand has to sustain its claims and has to keep its TA interested.

After the local success it is easier to tweak the attributes and measure them up to the tests, tastes and standards that are expected from similar competition brands/products across the borders!
By Makrand Bhave, Marketing & MICE, WIZCRAFT International  04 21 2009 04:43:26 +0000
 
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In my opinion, one should go Global with a Localised approach. Build a Global Brand but adds a Local flavor to it.  A perfect example is what Nokia does. In most of the markets it is the market leader, but it focus on every market in a localised manner. Thats Being GLocal. This is one

Another aspect is that  building a brand is a long term benefit/strategy and it helps to reap revenues eventually.So it is an investment and should not be considered as cost.

Thirdly it makes sense to go global with an Umbrella Brand, rather than trying to extend your individual, Products/services brands in other markets.'

Lastly and not the least , this call is also dependent on Industry sector at times, Technology sector is a little different as it is too dynamic. You dont have much lead and lag time, so it make sense to do a Global Branding first, and deepen it locally across all geographies.

This is what I think , and I dont have much ownership in the past in building the Brand, but yes I have learnt the lessons in the past.

Regards

Manish


By Manish Juneja, Consultant in Communication Media and Entertainment Vertical , Infosys Technologies Ltd  09 10 2008 22:42:40 +0000
Arguments in: "Global Brands"
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A global brand is one which is perceived to reflect the same set of values around the world. In the example of the children's toothpaste, the "pat on the head" is only an execution device to express the parent's appreciation for the child's action, and corresponds to a set of brand values such as: "Likes children and helps them to be more self-reliant in taking care of their hygiene; Is appreciative of the concern parents have for their children's hygiene," etc. If, in a particular market, a communication device does not work as well as in other markets, it can (and should) be replaced with one that communicates the intended set of values or "brand character" which form the backbone of a global brand strategy.
By Nilesh Pawar, Legal & Secretarial, Valencia Professional & Management Services LLP  | 01 25 2011 10:23:11 +0000
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It will be better for establishment.
By SHRIKANT MANOHAR DANKE, Project Manager, Phadnis Infrastructur Ltd  | 12 06 2010 14:35:53 +0000
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Think global but act local is the mantra which shoulld be follwed.If a brand is nurtured in the local market first it would give the brand a strong firmgrip to hold its ground.after it has covered  th egrouind in the local market then it can think of going global.moreever the brand would require scale,capital and idea which would take it to the global level
By mrutunjay yadav, MBA/PGDM student, Thakur institute of management studies  | 05 27 2010 09:21:52 +0000
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I would say glocalisation really took off over the last five years. Most global brands now have local execution. At the end of the day, the needs and the wants of people are pretty similar. But if we use local idioms for a global brand, it makes sense to the local audience,

The another important step in building a global brand that works on a local level is using experts who can connect different cultures
By Rajesh Kanwar, Media Planning,J Walter Thompson  | 09 17 2008 05:15:34 +0000
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It's important to learn a few lessons in the Test Marketing stage, and then aim big. How long should a Brand take to go Global after crossing the Test Marketing hurdle will depend upon Business Environment, Product in question, and company's own strengths and policies.
By Kujnish Vashisht, Partner/Principal/VP, Expedient Consultants  | 09 11 2008 00:46:05 +0000
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In my opinion this strategy is more appropriate as when the company has excelled in the local market it would be more easy for the company to attract customers while going global and that would create a large market for it.
By Venugopal K, PR & Media Relations Manager, Ogilvy & Mather  | 09 09 2008 07:50:51 +0000
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In my opinion brands in the present scenario should go global as that would have a high impact on economies of scale. Though it might be risky, but the global brand could be created more quickly and have high impact.
By Chanakant Chougule, Media Planning, Mudra Communications  | 09 17 2008 05:42:19 +0000
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