Everyone wants to be a brand nowadays. It is not just companies and products that embrace branding. Political parties see themselves as brands, football clubs speak of leveraging the brand, and even countries promote themselves by branding. Even individuals are now being encouraged to further their careers by personal branding. So, branding is firmly enmeshed into all aspects of our lives. Some organisations, however, have become known as the masters of the branding universe as they have created global brands.  Nigel Hollis, an internationally respected authority on global brands, defines them as ones that have transcended their cultural origins to develop strong relationships across different countries and cultures. This article explores who these organisations are, how they have achieved that status and what the future might hold for them.

Success of global brands

Interbrand, a major branding consultancy, produces a ranking of the world’s most valuable brands. The top ten comprises such masters of the brand universe as Apple, Google, Coca-Cola, IBM, Microsoft, GE, Samsung, Toyota, McDonald and Mercedes Benz.

To produce their rankings, Interbrand value brands using the same principles analysts use to value other business assets. They look at their existing situation and consider how much brands might earn in the future.

Characteristics of the top ten global brands include high quality leadership and management, which builds a strong culture. They also take an innovative approach that enables them to adapt to a changing environment. There is a salutary lesson from the examples of once leading companies such as Kodak and Blockbuster. It shows how easy it is to overlook changes in the market and so go into decline.

The golden rule of global brand building is to understand the similarities and differences in the global branding landscape. Although there is an increasing harmonisation of tastes, the great marketing guru, Theodore Levitt, was certainly premature in declaring in an article in the Harvard Business Review published in 1983 that “Gone are accustomed differences in national and regional preferences”.  At this moment in time there is no such thing as a global consumer.

Click here to read this article in full.

Here at Aspect Market Research we work with many brands to ensure they stay in the hearts and minds of their customers and fulfil their needs.

Get in touch to find out how we can help you and your business or call 0161 831 7171

 

Image: “HuffingtonPost.com”