Managing Brands in Global Markets: One Size Doesn't Fit All

I’m always fascinated by brands that successfully cross borders. Much of the appeal of this high-risk sport is the inherent danger that something vital to a brand’s DNA will be lost in translation.

When looking to create a successful Global brand, following are some tips to follow

• What are the dimensions of the brandscape in the new market – i.e. which brands are already in the market?
• How do these brands map out in the consumer’s mind – i.e. which are seen as local and which are global?
• How are the Global brands perceived – i.e. have the values and attributes that put them in a position to move into new markets in the first place survived the transition or have they become pale imitations in their new home?

I can put three factors that can influence the success of a Global brand:

1. The product category that the brand was in – is it high or low interest?
2. The status of the product – is it an aspirational item?
3. Its country of origin – what preconceived ideas form the inevitable lens through which consumers will view the brand?