Why Global Brands Work

To be considered, each brand must receive a third of its earnings outside of its home country, be recognized outside of its own customer base, and have publicly available financial and marketing data.

Going global means that the client reach, profile, investors and employee base have all to become global. The last is perhaps the most important in terms of the internal culture of a firm.

The aim is to make the firm the employer of choice not just in your parent but in other parts of the world too...But when one goes global what should be the general priciples to follow....stratergies are always there which are given by management gurus....but they are better said then done....i personaly feel. why a stratergy will work??? How to test it??? and as we are going global one can't say that the Global market will behave in the same way as the domestic market does!!!!!!!

For example what Ford did...Gone for a single global brand....

For decades, Ford adapted its manufacturing platforms, features, and model names from one country to another.

The results

• added manufacturing and supply chain costs that strained consumers' willingness to pay
• a balkanized bureaucracy in which regional managers exaggerate the need for local adaptations to defend their turf
• a deteriorating market share, financial performance, and stock price.

There are five basic priciples that every company follows when going global

• The same positioning worldwide.
• A focus on a single product category
• The company name is the brand name
• Access to the global village
• Social responsibility

What do you think? What can global brands do to revive their status in this competative world?? you never know tommrow what will come your way...