Branding in the Global Marketplace


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Learn from top global experts from strategic branding firm Siegel+Gale in a free webinar as they share their insights on how brands create and deliver messages and experiences across the globe, while protecting the brand as it grows.

The webinar will cover:

+ Why understanding the true drivers of customer choice across markets is essential to positioning a brand for success

+ How to accommodate local markets, which despite globalization continue to behave in their own unique way

+ What are the best practices for the technical side of global brand management, which requires a strategic and cost-conscious approach to creating and managing global trademarks, linguistics, and URL negotiations

+ How global brands are creating customer experiences that tell the story in a local voice, both online and offline

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Branding in the Global Marketplace

  1. 1. Branding in the Global Marketplaceexcerpt from our webinar <br />June 8, 2010<br /><br />
  2. 2. Overview<br />+ Ensuring brands are relevant, wherever they are in the world<br />+ Global trademarks and the challenges of naming global brands<br />+ Creating websites for a global audience<br />2<br />
  3. 3. Meet the panel<br />Fred Burt<br />Managing Director, London<br /> <br />Jeff Lapatine<br />Group Director, Naming<br /> <br />Thomas Mueller<br />Global Director, Dynamic Media<br /><br />3<br />
  4. 4. Making brands relevant across the globe<br />Presented by:Fred Burt<br />
  5. 5. When the world is so complex, being global is hard. <br />5<br />
  6. 6. Designed to simplify choice<br />+ How do customers make choices (really make choices!)?<br />+ How do they rate brands in these choice terms?<br />+ Where are opportunities to be more of the “brand of choice”?<br />6<br />
  7. 7. Naming<br />7<br />
  8. 8. Language<br />8<br />
  9. 9. Tonality<br />“Good morning,how are you today?”<br />+ In US = polite, enthusiastic<br /> + In Germany = intrusive and<br /> over-familiar<br />9<br />
  10. 10. 1. Look for universal drivers of choice<br />10<br />
  11. 11. 4. It’s complicated enough, so keep it simple<br />11<br />
  12. 12. Global trademarks<br />Creating names for the global marketplace<br />Presented by:Jeff Lapatine<br />
  13. 13. What makes creating global trademarks so hard?<br />
  14. 14. 1. Is someone else already using the name?<br />+ In general, we need only worry about trademarks in the same class. So, Infiniti Solutions, a company that makes circuit boards, needn’t worry about the trademark for Infiniti, the car brand. <br />+ But even in the same class, the same name may be registered by different applicants. <br />+ This becomes a question of “degree of possible confusion.”<br />14<br />
  15. 15. 2. What about different spellings?<br />+ The rule of thumb is that if two names sound the same, trademark problems can arise. <br />+ But names with different spellings do often live in the same trademark class. <br />+ For example, both Veriti and Verity are registered as trademarks in the electrical and scientific class. Possibly these companies reached an agreement.<br />15<br />
  16. 16. 16<br />3. Big fish/Small fish?<br />+ Should a big company just use the name it likes and not worry about lawsuits from a small player? Some argue that big companies can ignore smaller fish in the pond.<br />+ With the Internet, the global pond has gotten a lot bigger. And smaller fish may look for a big pay day.<br />+ Trademark attorneys have become more conservative regarding this issue.<br />
  17. 17. 4. What if the name isn’t registered?<br />+ Even here, the situation is murky. <br />+ You don’t have to formally register a name to have trademark protection. Establishing that you use the name in the marketplace may be sufficient.<br />17<br />
  18. 18. Without an online preliminary check, the cost and time requirement of a global preliminary search can be exorbitant <br />These costs are incurred for each name that is searched! <br />
  19. 19. Global URL issues<br />
  20. 20. The gorilla in the room<br />+ More than half of the names we screen are not available as trademarks.<br />+ Less than 10% of these names will be available as a dot-com URL.<br />
  21. 21. Non-Latin domain names can bring even greater costs and risks<br />+ The coming introduction of non-Latin characters represents the biggest technical change to the Internet since its beginning. <br />+ Previously, the only possible characters were the letters “A” through “Z” and the numbers zero through nine.<br />+ Now 100,000 additional characters from a slew of languages will be available.<br />
  22. 22. Linguistics<br />
  23. 23. Is the name appropriate for global markets?<br />23<br />
  24. 24. How do you decide which countries to test?<br />+ Will this definitely be an area of global expansion?<br />+ What languages are spoken in the country? (census as a tool)<br />+ Where have previous products or services been launched?<br />24<br />
  25. 25. In sum<br />Trademark search and availability, URL registrations, and linguistic considerations make securing global names very difficult.<br />25<br />
  26. 26. Websites for a global audience<br />Presented by:Thomas Mueller<br />
  27. 27. Keys to the successful creation of a global website<br />Examine what can be localized and what aspects must be globally controlled.<br />Don’t underestimate the time, cost, and importance of proper localizing and translating.<br />Don’t forget about the brand.<br />Establish a governance structure.<br />27<br />
  28. 28. What can be done locally?<br />+ “To create sites that delight local audiences, web designers must act in accordance with linguistic and cultural preferences”.<br />+ Establish a clear set of user experience criteria into “must have” requirements.<br />Content & navigation<br />User interface & look and feel<br />Performance & trust<br />+ Leverage global best practices, such as presentation templates and info graphics.<br />+ Mix with local assets, such as photography, video, and localized content.<br />28<br />
  29. 29. What should be handled at a global level?<br />+ Technology and operations need to be streamlined— create one central platform with decentralized access for content creation and ongoing management.<br />+ Gather globally and locally shared user needs and business requirements.<br />+ Develop universally relevant content strategy for key audience segments to ensure messaging consistency.<br />+ Establish universally applicable voice principles to guide local content creation and translation.<br />+ Create universally needed common building blocks (templates).<br />29<br />
  30. 30. 30<br />Invest based on revenue and growth potential—top eight country sites at Hilton International account for more than 50% of the company’s revenue. Focus your resources on areas of greatest return. <br />(Source: Forrester)<br />Invest based on revenue and growth potential – Top eight country sites at Hilton International account for more than 50% of the company’s revenue. Focus your resources on areas of greatest return. (Source: Forrester)<br />
  31. 31. Translation can’t be an afterthought<br />+ Focusing on a scalable, globally and locally relevant content strategy is critical at the earliest stages of every international initiative.<br />+ Set up a content steering committee with the right mix of global and local stakeholders to build a shared vision early and enable planning for execution at all levels subsequently.<br />+ Translations traditionally take place downstream in the authoring process.<br />31<br />
  32. 32. 32<br />Sixty-four percent of internationalized sites appear in four or more local versions, managed 69% of the time with multiple distinct content management systems. <br />(Source: Forrester)<br />
  33. 33. Don’t forget about the brand!<br />+ Managing a global web presence means maintaining the right level of oversight on your brand and messaging. <br />+ Establishing a governance structure to set a framework for a global web presence is critical to successfully managing the brand and overall user experience.<br />+ Rogue sites are a serious problem. They are created when companies fail to implement effective policies and governance and they tend to damage brand consistency, voice, and user experience.<br />+ To mitigate this and proactively manage brand and experience, the governance team should establish and distribute localization guidelines with templates and relevant assets—create a brand site.<br />+ Usefulness of guidelines needs to be evaluated on a quarterly basis and new content needs to be presented, reviewed, and approved.<br />33<br />
  34. 34. Checklist<br /><ul><li>Do we have best practice requirements in place?
  35. 35. Do we have a strong content strategy in place?
  36. 36. Do we have a global governance team set up?
  37. 37. Are we aligned with IT around a centralized CMS?
  38. 38. Are we creating guidelines and usage examples globally and sharing locally?
  39. 39. Do we have a brand site in place?
  40. 40. Do we have localization, not just translation, partners in place?</li></ul>34<br />
  41. 41. Thank you.<br />+ For more of our ideas, opinions, and thought leadership visit our blog: <br />+ Follow us on Twitter @siegelgale<br />