http://. global branding
TRANSCRIPT
http://www.youtube.com/watch?v=esf6AJb8-lw
Global Branding
AgendaGlobal Branding AdvantageBest Practices OverviewKeller’s 10 CommandmentsSome Personal Lessons Learned
What is Global?
What is Global?Globalization – “Suddenly meeting a person
you’ve never heard of , who comes from a place you can’t locate on the map, and who’s eating your lunch in your own hometown.” – Walt Wriston, former Chairman, Citicorp
Global or just Multinational*More than a half a company’s assets will be abroadBetween 40-60% of employees will be internationalBetween 40-60% of shareholders will be
international“Everywhere is home”
*“Branding Across Borders, Gregory, 2002
Global Branding AdvantagesCapitalize on Marshal McLuhan’s “Global Village”Promotes the flow of people and ideas across bordersIs the key (remember the definition of brand) to global
business expansionDevelops interdependencies that underpin “give
peace a chance”. …. “It’s hard to go to war against someone who puts money in your pocket.” – Prof. Charles Byers
Alternatively, slumps in one geography spread virally U.S. Housing Crash of ‘08Asia markets crash in the late ‘90s
But whether you subscribe to it or not, global marketing is here to stay
Global Brand “Best Practices”
Develop strong brand identity standards Develop a clearly defined and articulated
brand management strategy Develop a formal brand management processDevelop a universal brand promiseCreate a wide spread ability to articulate the
brandDevelop a brand evaluation system
Adapted from “Branding Across Borders”, Gregory, 2002
Keys to Growing a Global Brand – Culture, Values & More
Honor culture differences and nuisances; avoid the “HQ uber alles” complex”
Involve all locations in the decision making process so that there is real implementation, not just lip service
Introduce, mold and align the corporate culture across geographic cultures, recognizing and honoring local culutral mores’
Keller’s 10 Commandments of Global BrandingUnderstand similarities and differences in the
global branding landscapeDon’t take brand building short cutsEstablish marketing infrastructureEmbrace integrated marketing communicationBalance standardization and customizationBalance global and local controlEstablish operable guidelinesImplement a brand measurement sytemLeverage brand elements
Understand the Differences
Buying behaviorMarket InfrastructureCompetitive activityLegal RestrictionsLeverage the differences to your
advantageMTV is global, 80% of its content is
localLeverage thematic consistency &
alter specifics to match buying behaviorKuschelvietch, Cajoline, and Snuggles
But the Bear Remains
Brand Building Rules Apply Globally
Create brand awareness and a positive brand image in each location
May need to use different means and sources but the process still applies
Apply the process only. Be cautious of borrowing what worked in one local and applying it to another.
Solution – Build the brand from the ground up
Establish Marketing Infrastructure
That means distribution and sometimes manufacturing or assembly
Look for distributors who can develop markets beyond a few key customers
Treat distributors as long term partnersCommit money, managers and proven
strategiesMaintain control of marketing strategies
from the startRequire detailed market & financial
performance dataLink with national distributors at the
earliest opportunity“Seven Rule of International Distribution,” Arnold, HBR 2000
Embrace IMC
People need to hear a message six times before they hear it once
Advertising may not be as robustConcentrate on the whole brand experienceThink sponsorship, merchandising, PR, local
events
Cultivate Brand PartnershipsConsider marketing partners … joint
venture partners, licensees, franchisees, distributors
Strategically gain pre-exiting accessBut what’s best? Weigh your options
Strategy Speed Control Investment
Geographic Extension
Slow High Medium
Brand Acquisition
Fast Medium High
Brand Alliance (Partnership)
Moderate Low Low
Balance Standardization & Customization
The answer is bothUse universal symbols where possible … But customize them to the market
Balance Global & Local ControlTough Choices
Centralize at HQDecentralize decision make to local marketsA combination of both
RegardlessHave well-defined roles, processes &
proceduresDevelop checkpoints, milestones and
roadmapsErr on the side of considerationKeep things strategically and organizationally
simple
Establish Operable Guidelines
Establish well-understood brand definitions Use the message platform to communicate,
enforce and reinforceUnderstand the brand universally and
translate it locally
Implement a Global Brand Measurement System
Develop a Report Card with elements that can be used everywhere
Use Brand Equity characteristics that cross markets, geographies and culture
Segment Brand Evaluation Markets
Leverage Brand Elements
Select universal brand namesWhat does Exxon mean?The story of Prism
Studies show that Chinese culture tends to recall visual brand identifiers more easily than verbal brand identifiers*
*Schmitt, Pan & Tavassoli, “Language and Consumer Memory: The Impact of Linguistic Differences between Chinese and English”, Journal of Consumer Research, 1994
Some Personal Observations
Define brand assets that have universal meaning and respect
Use universal symbols and art to communicate the brand
There is no local mediaAll versions of The Wall Street Journal are available on
lineA rumor in Taiwan results in analyst calls … all dayPrice cut rumors in Japan create account handling
nightmares in EuropePolitics define markets
China has separate wireless standardsJapan is looking for in situ technology consortiums
Lastly … People are People are People
No one country is more technical, rational or data driven than any other
Abstracts are more powerful than data … its just that the abstracts change
People make decisions using data to support their perceptions … everywhere.
Brand is the tie-breaker… in Botswana, Boston and Bolivia
Powerful brands appeal to “emotions” … PERIOD
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