GENERAL STRATEGIES FOR GLOBAL BRANDS

Relevance of building Global Brands is very important with all economies and markets opening up. Whenever we go to a Hyper market we see so many new brands from different parts of the world..It is a difficult choice to make in the same product category..In case the brand is an established one u buy it knowing it will be the best..for instance NESCAFE will be the first choice if you want to buy Coffee, Kelloggs will be the first choice in  cornflakes, Cadbury or Nestle products are bought without doubt.

But local brands suffer due to strong International brands and they become 2nd choice even though they might be better than International brands..Such local brands should put more efforts in Branding by connection with local events, local festivals and by highlighting their advantages through sampling, sales promotions and other promotional materials. 

I think midst of all the views given in by the viewers, one is forgetting the important thing like, people need to know what a brand stands for, that's why an established and successful marketing campaign should not be abandoned simply for the sake of saying something new. When change is required, the challenge is to re-interpret the brand positioning in a way that is appropriate to the current time and culture.

I think a sense of dynamism is required for the global brands to be successful like innovation is key to brand success but it is not limited to the functional benefits of the brand. A brand that sets the trends rather than reacting to them is likely to be seen as different and more popular.

I do agree with the 5 characteristics that you've mentioned in the article, but then one should also go through the local market where the product is being marketed, and understand the consumer behavior there and their culture to promote the product or the gain more visibility in the region.

ya ur very right that for branding there managers must focus on the segment basis.At present i have enquire in  market eg malls etc of  2and 3tier cities , peoples perception are changing and they r looking for a branded products etc.means now a customer is more brand concious.so it must be Glocal

gud 1

yes brand management itself is very crucial stretgy... any ways go through it

Hi , well , for more on Branding strategies you might visit:

http://drypen.in/index.php?option=com_content&task=view&id=72&Itemid=76

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