Top tips for international branding
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Brands are more important than ever when working in export markets. They are valuable assets - having a strong brand in an export market is a powerful tool to protect and strengthen your intellectual property. However, you are having to manage them from a distance and your precious identity is often in the hands of third parties. Here are ten top tips to make the most of your international brand, protect and grow your reputation. More about doing international business - http://bit.ly/1yNE7mF
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Top tips for international branding
Every export market is different. Ten key things you need to get right to grow successful international brands.
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An introduction to branding and the paradox brand managers face between globalisation and localisation when internationalising. A brand is a friend and you should treat it as one.
International Branding
Local conventions determine consumers' perceptions of brands entering foreign markets. There are three types of conventions that influence perceptions: category conventions, needs conventions, and cultural conventions. Needs conventions relate to how personal needs are satisfied differently across societies, like fulfilling security needs through road safety features in some countries but not others. Cultural conventions involve shared beliefs, values, and symbols in a society, like perceptions of brands based on their country of origin. Understanding local conventions is important for international branding strategies, to decide whether to adapt a brand or challenge conventions by offering new experiences.
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A global brand is a powerful international brand with a strong and consistent image that represents various brands and business activities under one heading. It embodies the concept of a global village by making people feel at home everywhere and recognize familiar landmarks across cultures. There are five patterns of relationship people can have with global brands - enthusiasts who like the brands, pragmatists who are not concerned with brands' policies, ethics who require brands to have values and transparency, activists who will penalize brands, and resigned critics who are dissatisfied but won't take action. Managing global brands successfully requires understanding these relationship patterns and tracking brand value over time.
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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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This document discusses several case studies of global branding:
1) Ford's acquisitions of Jaguar and Land Rover resulted in declining brand prestige as exclusivity was eroded, but Tata has since preserved their heritage and identities, increasing sales.
2) Zulily saw rapid early growth but then lost focus by adding mainstream brands, risking its differentiation; it was acquired by QVC to help coexist with Amazon.
3) Successful global branding requires considering standardization vs. adaptation, architecture, positioning, portfolios, and execution tailored to each market. Chinese consumers appreciate brand heritage and are engaging with social media.
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Top tips for international branding
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Local conventions determine consumers' perceptions of brands entering foreign markets. There are three types of conventions that influence perceptions: category conventions, needs conventions, and cultural conventions. Needs conventions relate to how personal needs are satisfied differently across societies, like fulfilling security needs through road safety features in some countries but not others. Cultural conventions involve shared beliefs, values, and symbols in a society, like perceptions of brands based on their country of origin. Understanding local conventions is important for international branding strategies, to decide whether to adapt a brand or challenge conventions by offering new experiences.
Global Brands
A global brand is a powerful international brand with a strong and consistent image that represents various brands and business activities under one heading. It embodies the concept of a global village by making people feel at home everywhere and recognize familiar landmarks across cultures. There are five patterns of relationship people can have with global brands - enthusiasts who like the brands, pragmatists who are not concerned with brands' policies, ethics who require brands to have values and transparency, activists who will penalize brands, and resigned critics who are dissatisfied but won't take action. Managing global brands successfully requires understanding these relationship patterns and tracking brand value over time.
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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.
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+ 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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This document discusses several case studies of global branding:
1) Ford's acquisitions of Jaguar and Land Rover resulted in declining brand prestige as exclusivity was eroded, but Tata has since preserved their heritage and identities, increasing sales.
2) Zulily saw rapid early growth but then lost focus by adding mainstream brands, risking its differentiation; it was acquired by QVC to help coexist with Amazon.
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The document discusses 5 key things small businesses should know about branding. [1] Repetition and consistency of branding elements like logo, color scheme, and messaging are important for customers to recognize the brand. [2] Sales reps need consistent branding training to avoid giving customers different impressions. [3] Effective branding involves more than just the logo and includes consistent visual elements and messaging across all customer touchpoints. The summary concludes by emphasizing the importance of focused branding around a few critical concepts to make the brand memorable.
SLEEPING LION BUSINESS TOOLKIT 2019
This document provides techniques for developing strong branding and understanding customers. It includes exercises on creating customer profiles, developing market maps, establishing brand principles, and creating a business model and value proposition. Statistics are provided on customer loyalty, showing most customers will use a different supplier and unhappy customers will tell others rather than the company. Techniques are presented for creating products to meet customer needs, gaining customer insights, and valuing invisible customers. The goal is to help businesses focus on effectiveness over busyness by prioritizing important tasks like building a great brand and understanding customers.
Branding 101
This document provides an overview of branding and the branding process. It begins by establishing that design shapes every aspect of our lives and defines branding as a means to focus development towards an informed goal. It then discusses the history of branding as a way to provide protection for both producers and consumers. The document outlines the key elements of an effective branding system including visual identity, brand positioning, and creating an experience. It provides examples of strong and weak brands like Apple and McDonald's. The remainder of the document details the branding process from insight and positioning to creation, promotion, and growth. It emphasizes understanding the target market and competition. The process concludes with taking action to brand and build a business.
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Top tips for international branding
- 1. www.one-marketing.eu Top 10 tips for international branding success. International Branding Every market is different. Ten things you must get right
- 2. www.one-marketing.eu Top 10 tips for international branding success. 1Clarify the offer. Be clear what your brand is offering. What is the customers' need, practically and emotionally - and how do you meet it?
- 3. www.one-marketing.eu Top 10 tips for international branding success. 2Globalize or localize? Have you a global brand offer that suits all markets or to what extent do you need to localize it? A key decision.
- 4. www.one-marketing.eu Top 10 tips for international branding success. 3Understand the cultures. Don't underestimate the emotional attachment people have with brands. Every market is different: time invested in really understanding cultures is key to success.
- 5. www.one-marketing.eu Top 10 tips for international branding success. 4Research and check your brand names. Do they work in your target markets - do they make sense, have the right connotations, are they easy to read and pronounce?
- 6. www.one-marketing.eu Top 10 tips for international branding success. 5Set objectives. Where do you want your brand to be? How will you measure success?
- 7. www.one-marketing.eu Top 10 tips for international branding success. 6Language - watch all the words. Get the English right first. Check all the words - not just in dictionaries - colloquialisms and slang too.
- 8. www.one-marketing.eu Top 10 tips for international branding success. 7Colour matters more than you may think. Cultural significances may be far more important in target markets. Check carefully.
- 9. www.one-marketing.eu Top 10 tips for international branding success. 8Protect your intellectual property (IP). Don't underestimate the value of IP. Put all reasonable protections in place. Ensure you don't infringe others' IP.
- 10. www.one-marketing.eu Top 10 tips for international branding success. 9Put people first. Brands exist in people's experience. Nurture your ambassadors and advocates. In remote markets it's even more important to invest in the right human assets.
- 11. www.one-marketing.eu Top 10 tips for international branding success. 10Monitor and measure. Knowing exactly what is happening with your brand and customers in export markets is not easy - but it's vital. Put clear measure in place and monitor constantly.