GLOBAL BRANDING

Global Branding

Global Branding

Introduction

In this present world of competition, consumers do not just purchase a product for its characteristics. They purchase products for their value, emotional advantages and experiences that have been provided by a specific product. The product may be as good as the product of competitor or even better than it. However, as long as the perception of the consumer is not superior or different for the product from the competitors, that product is not successful. The only approach, which can be opted by the marketer for the differentiation of the product from competitor's, is the branding by provision of different identity to the product (Lindemann, 2010, pp. 1-4).

In addition, in this age of failing barriers, merging markets and high level of connectivity, the use and visibility of different products and services in various local and international markets have turned out to be a common phenomenon. Therefore, a large number of multinational organizations are now increasingly adopting the strategy of global branding as an approach to obtain a distinct brand identity among the consumers of different markets. All these multinational organizations are actively engaged in management of global branding. Any organization that attempts to launch its product without any connection or direction of strategies for local brand will unavoidably obtain mediocrity as a reward. In these instances, an exceptionally talented management is able to develop a pocket of success. However that success will be random and isolated, which is a hard approach to develop string brands in this global world (Mizik & Jacobson, 2012, pp. 63-76).

In this paper we will define and discuss the key features of global brand. Moreover we will also discuss the strategies that should be adopted by global brands for international success. In this regard, we will discuss different brands for their strategies for international success.

Discussion

It is important to understand that the creation of strong global brand, the brand is one of the most significant intangible assets of the organization. Therefore, the brand is ought to have clear international vocation as per the requirements of competitive market of the present world. The global brand has some key features that make it successful in international market (Coupland, 2008, pp. 106-118). In the next section we will define and discuss those features.

Key Features of Global Brand

A brand contains a promise, benefit or concept. It has a propriety name, sing or trademark together with logo or symbol (Mizik & Jacobson, 2012, pp. 63-76). It is a product or service. In addition to this, there are some key features of a brand that are as follows:

Brand Value

Value is not about price, it is about the experiences obtained against the price paid for the product. Customers expect to obtain higher value from the brand against the price they pay for it. For instance, Subway and Hermes offer greater value against the prices of their menu (Coupland, 2008, pp. 106-118).

Relevance for Today

It is important that brand should have relevance for today's market. There should be a demand for the ...