Global Brand Management
Home Loyalty Program Brand Market Research Marketing Definitions Advertising Marketing Plan Affiliate Marketing Marketing Associations Internet Marketing Marketing Strategy Email Marketing Business Marketing Direct Marketing Event Marketing

Home
Up                

Brand Development  Brand Loyalty  Brand Management    Brand Marketing  Brand Marketing Strategy  Brand Positioning    Building a Brand   Brand Strategy    Global Brand Management

Google

The purpose of global brand management is to design, evolve and control a brand's global direction.  This is done by defining and communicating the brand's core values - the what's and the how's of the brand.  The execution of this communication lies in consistently applying a specific style, tone, and image.

The role of local brand management is to tweak and refine  the communication of the global brand's core values by adjusting their execution to communicate meaningfully with each local market.  Local brand building depends on an understanding of local trends and leveraging  this knowledge in ways that the international marketing department can't.

Some useful strategies for managing a global brand are:

bulletStart with a common marketing currency
bulletDo basic research homework to get the marketing and brand fundamentals 
bulletUse intelligent adaptation
bulletThere is no one answer to finding the right strategy for your global brand.
bulletIt's a continuum, and you need to let common sense find the right fit for each situation.
bulletHuman factor
bulletOne extreme is indifferent global consistency where the company decides that it's simpler or easier to control if all markets just do what they're told and run a centrally controlled brand management. At the other end of the extreme are local or regional brand managers who are arrow minded and self-interested in doing it their way.  Both these extremes are losing strategies because the facts don't matter, the customer doesn't matter, it's all about self-serving egos and emotions
bulletCompetent global marketers provide themselves with  facts and the openness of mind to sort out the real differences between local/regional versus global realities

 

The keys to successful global brand management are:

bulletGetting local input early
bulletActively challenging the local or regional brand managers who are arrow minded and self-interested in doing it their way.
bulletOpenness of mind but stick to the facts
bulletListening to the customer through research

Brand Development  Brand Loyalty  Brand Management    Brand Marketing  Brand Marketing Strategy  Brand Positioning    Building a Brand   Brand Strategy    Global Brand Management

Send mail to webmaster@marketinginformationcentre.ca with questions or comments about this web site.
Last modified: November 21, 2007