Global Brand Management

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

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:

Start with a common marketing currency

Do basic research homework to get the marketing and brand fundamentals

Use intelligent adaptation

There is no one answer to finding the right strategy for your global brand.

It's a continuum, and you need to let common sense find the right fit for each situation.

Human factor

One 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

Competent 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:

	Getting local input early
	Actively challenging the local or regional brand managers who are arrow minded and self-interested in doing it their way.
	Openness of mind but stick to the facts
	Listening 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

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