GLOBALIZATION AND CORPORATE BRAND

Globalization And Corporate Brand



Globalization And Corporate Brand

Globalization

'Globalization' is a favourite catchphrase of journalists and politicians. It has also become a key idea for business theory and practice, and entered academic debates. But what people mean by 'globalization' is often confused and confusing. Here we examine some key themes in the theory and experience of globalization.

'Globalization' is commonly used as a shorthand way of describing the spread and connectedness of production, communication and technologies across the world. That spread has involved the interlacing of economic and cultural activity. Rather confusingly, 'globalization' is also used by some to refer to the efforts of the International Monetary Fund (IMF), the World Bank and others to create a global free market for goods and services. This political project, while being significant - and potentially damaging for a lot of poorer nations - is really a means to exploit the larger process. Globalization in the sense of connectivity in economic and cultural life across the world, has been growing for centuries. However, many believe the current situation is of a fundamentally different order to what has gone before. The speed of communication and exchange, the complexity and size of the networks involved, and the sheer volume of trade, interaction and risk give what we now label as 'globalization' a peculiar force.

With increased economic interconnection has come deep-seated political changes - poorer, 'peripheral', countries have become even more dependent on activities in 'central' economies such as the UK where capital and technical expertise tend to be located. There has also been a shift in power away from the nation state and toward, some argue, multinational corporations. We have also witnessed the rise and globalization of the 'brand'. It isn't just that large corporations operate across many different countries - they have also developed and marketed products that could be just as well sold in Peking as in Washington. Brands like Coca Cola, Nike, Sony, and a host of others have become part of the fabric of vast numbers of people's lives.

Globalization involves the diffusion of ideas, practices and technologies. It is something more than internationalization and universalization. It isn't simply modernization or westernization. It is certainly isn't just the liberalization of markets. Anthony Giddens (1990: 64) has described globalization as 'the intensification of worldwide social relations which link distant localities in such a way that local happenings are shaped by events occurring many miles away and vice versa'. This involves a change in the way we understand geography and experience localness. As well as offering opportunity it brings with considerable risks linked, for example, to technological change. .

Impact of Branding

Globalization has impacted on the brands of the company so that it can effect positively to create its image in the eyes of customers throughout the world. There are seven key reasons why brands really matters because of globalization:

Strong brands protect the consumer

Brands were invented to protect consumers, not to exploit them. Initially they served as a visual badge which guaranteed ...