The case for migrating to one global brand
Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 5
Saunders R.Admap (UK), December 2009, Vol. 44 No. 11, Start page: 40, No of pages: 2
Discusses the relative strengths and advantages of local and global brands,and explains how to assess whether local brands in different markets worldwide would be better merged into a single global identity. Considers why a company might think about moving to one global brand where, in a world of increasing globalization, companies appear to be using brands to create growth in one of two ways: by being very locally tailored to meet distinct local needs; or by being globally aligned to maximize global synergies. Argues that, while local brands have strengths rooted in local advertising, segment expertise, local talent, and flexibility, global brands enjoy effective marketing, strong synergies and innovation, global talent, and a “strong city” story. Pays particular attention to two models, one based on more local focus, and the other based on global alignment. Concludes with six rules for making this type of decision, comprising: the customer experience is seamless prior to migrating,so customers recognize their brand and enjoy good customer service in any branch or call centre; the incremental communication spend is used not only to rebrand but also to launch new products and services that encourage people to buy;adequate time is taken to include each stakeholder group (employees, customers)with a series of phased communications to outline what is in it for them;customer confusion is minimized by taking adequate time and spend to build awareness of the new brand; any name change and service disruption is avoided during key sales periods; and major business issues are fixed pre-migration so that bad news is managed under the old brand and issues are “fixed’before spending money “frivolously’ on a name change.Article type: ViewpointISSN: 0001-8295Reference: 39AC752
Keywords: Brand management, Globalization, International marketing, Marketing strategy, Strategic marketing
