Final project for International Communications (COMS321) at Sonoma State University

1. An Analysis on Globally
Successful Brands
Hannah Michael
COMS 321 | International Communications

2. Global Branding is defined
as...
A brand that when marketed shares the same strategies,
principles, positioning and marketing throughout the world.

3. What makes an
branding
effective?
• Audience knowledge
• Uniqueness
• Passion
• Consistency
• Competitive edge
• Exposure
• Leadership in the field
(DeMers)

4. What is Marketing and Brand
Strategy?
https://youtu.be/9_XWp5fnXKc

5. As someone who is aspiring to break into
the field of brand management I admire
brands that have garnered
global brand awareness

6. What comes to mind when you think of
a
successful global brand?

7. Coca-Cola
• Global superpower brand for decades
• Integrated into the lives of people around the world
• Marketing based off of shared experience, going beyond cultural
barriers
• January of 2016 announced “Taste the Feeling” global campaign
• Had lots of success with “Open Happiness” over several years
• “‘Taste the Feeling’ will feature universal storytelling with the product at the
heart to reflect both the functional and emotional aspects of the Coca-Cola
experience.” (Moye)

8. Airbnb
• New, fresh brand
• Closely associated with international travel and
intercultural exchanges
• Brand gaining awareness world wide
• Overwhelming presence in Europe
• Quickly gaining in Asia
• International campaign: “Don’t go there. Live there.”
• Makes consumer feel and think about the brand
• Suggests kinship, enculturation and intercultural bonds

9. Nike
• Infamous “Just Do It” campaign,
globally present
• Campaign is evocative of passion, hard work,
and competitiveness
• Lacking message of global comradery that is
a common thread in many globally successful
brands
• Supporting athletes from countless
countries
• World Cup
• Olympics

10. Works Cited
Delo, C. (2014, May 09). Airbnb Launches First Global Ad Campaign in Nine Markets. Retrieved November 15, 2016, from http://adage.com/article/digital/airbnb-
launches-global-ad-campaign-markets/293108/
DeMers, J. (2013, November 12). The Top 7 Characteristics Of Successful Brands. Retrieved November 29, 2016, from
http://www.forbes.com/sites/jaysondemers/2013/11/12/the-top-7-characteristics-of-successful-brands/
DeStefano, G., & Edwards, T. (2010, May 4). NIKE, Inc. Introduces 2015 Global Growth Strategy. Retrieved November 15, 2016, from
http://news.nike.com/news/nike-inc-introduces-2015-global-growth-strategy
Elliot, S. (2013, April 14). Nike, Once Cutting Edge, Seeks to Regain Its Brand Aura ... Retrieved November 15, 2016, from
http://www.nytimes.com/2013/04/15/business/media/nike-once-cutting-edge-seeks-to-regain-its-brand-aura.html
Heitner, D. (2014, July 13). Nike's Risk Everything Soccer Strategy Showing Signs of Success. Retrieved November 15, 2016, from
http://www.forbes.com/sites/darrenheitner/2014/07/13/nikes-risk-everything-soccer-strategy-showing-signs-of-success/#7a3f8e471526
Magee, K. (2015, September 29). Running the global show: Jonathan Mildenhall, CMO of Airbnb. Retrieved November 15, 2016, from
http://www.prweek.com/article/1366322/running-global-show-jonathan-mildenhall-cmo-airbnb
Monllos, K. (2016, January 19). What Branding Experts Think About Coca-Cola's New Product-Centric Campaign. Retrieved November 15, 2016, from
http://www.adweek.com/news/advertising-branding/heres-what-branding-experts-think-about-coca-cola-s-new-product-centric-campaign-169082

11. Works Cited cont.
Moye, J. (2016, January 19). Coca-Cola Announces New 'One Brand' Marketing Strategy and Global Campaign. Retrieved November 15, 2016, from
http://www.coca-colacompany.com/stories/taste-the-feeling-launch
Roderick, L. (2016, April 21). Airbnb's marketing boss on polarising brands, mass tourism and why it wants to offer a 'complete experiential proposition' -
Marketing Week. Retrieved November 15, 2016, from https://www.marketingweek.com/2016/04/20/airbnb-takes-on-mass-tourism-as-it-expands-to-offer-
travellers-more-than-just-a-home/
Sanusi, M., Lazarev, A., & Jorgensen, J. M. (2014, July 6). How Nike's marketing strategies helped it become a global brand. Retrieved November 15, 2016, from
http://www.businesstoday.in/magazine/lbs-case-study/nike-marketing-strategies-global-brand/story/207237.html
Taylor, H. (2016, June 8). How Airbnb is growing a far-flung global empire - cnbc.com. Retrieved November 15, 2016, from http://www.cnbc.com/2016/06/01/how-
airbnb-is-growing-a-far-flung-global-empire.html
Warkentin, S. (2014, December 18). What Makes Coca-Cola a Global Marketing Success? | Smartling. Retrieved November 15, 2016, from
https://www.smartling.com/blog/what-can-we-learn-from-coca-colas-global-marketing-succes
Within an Arm's Reach of Desire: A Coca-Cola Great Britain Case Study. (n.d.). Retrieved November 15, 2016, from http://businesscasestudies.co.uk/coca-cola-
great-britain/within-an-arms-reach-of-desire/global-branding.html#axzz4Q6nukWFK