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Глобальный брендинг — Десять заповедей глобального брендинга

View all our courses and get certified on https://academy.marketing91.com The Ten Commandments of Global Branding refers to creating a plan for building strong global brands The Ten Commandments of Global Branding are important tools that help organizations in finding the balance between a tailored approach and a consistent product to avoid any future problems The Ten Commandments Comprehend Resemblances and Differentiation As the global scenario is made up of many countries and states with both similarities and differences it is vital to identify and understand the financial guidelines and consumer demand of each marketplace the brand wants to penetrate. Example – McDonald’s Refrain from taking shortcuts Do not operate on assumptions instead learn local needs and wants to avoid any future problems Example – Hindustan Unilever and Project Shakti Determine Marketing Infrastructure Create a solid infrastructure by designing ad campaigns that suit a specific country. Look at the differences and adjust accordingly for better results. Example – McDonald’s Use Integrated Marketing Communications Align traditional and non-traditional marketing methods for integrated communication. Take help of television, local radio, social network, events to create brand awareness. Example - Vivo Develop Brand Alliances Create alliances and partnerships as sharing the marketing expenses with another brand will cut down the expenses considerably. Example – Apple, Walmart Balance Standardization and Customization Understanding the differences in language and culture will help to maintain the balance between the elements needed for standardization and customization. Examples – Apple, Hermes, Corona beer Balance Global and Local Control Select the best organizational structure and appoint people for the groundwork that can understand the local flavor and balance both global and local control. Example – McDonald’s Establish Operable Guidelines It is the responsibility of the main office to establish marketing rules, regulations,. and restrictions for the local authorities so that the guidelines can create standards and eliminate unnecessary risks. Example – McDonald’s Implement a Global Brand Equity Measurement System Implement a Global Brand Equity Measurement System as it will identify the overall value of the brand and the required market saturation to meet organizational goals. Leverage Brand Elements (Take advantage of brand elements) Leverage brand elements by creating appealing and unique packaging. Establish the brand image by distributing brand icons to the desired audiences. Example – Nike, Netflix This video is on The “Ten Commandments of Global Branding” and it has the following sub-topics. Time Stamps 0:00 Introduction to Global Branding 00:56 Comprehend Resemblances and Differentiation 01:45 Refrain from taking shortcuts 02:25 Determine Marketing Infrastructure 03:16 Use Integrated Marketing Communications 04:10 Develop Brand Alliances 05:44 Balance Standardization and Customization 07:03 Balance Global and Local Control 07:55 Establish Operable Guidelines 08:27 Implement a Global Brand Equity Measurement System 08:50 Leverage Brand Elements (Take advantage of brand elements)