Global brand planning (establishing a global brand presence by gathering information about all the relevant markets)
Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 7
Baskin M.Admap, January 2011, Vol. 46 No. 1, Start page: 38 No. of pages: 2
Offers practical advice on how to establish a global brand presence, starting with gathering information about all the relevant markets, the prerequisites for a global brand management project, the practicalities involved, and the pitfalls along the way. Explains that having a successful global brand remains the chief goal of most major corporations, but global planning has evolved into a rather fuzzy discipline, open to all sorts of different interpretations and practices. Notes that, given its potential power and impact, global brand planning needs to be taken more seriously and developed more professionally. Concludes that it should be about finding a transcendent business solution that unites the world,focusing more on strategic solutions than executional detail. Illustrates these points with particular reference to a brief case study involving the multi-award winning advertising campaign that has run for some time by whisky manufacturer Johnnie Walker.Article type: ViewpointISSN: 0001-8295Reference: 40AE499
Keywords: Advertising, Advertising effectiveness,Advertising media, Brand management, Marketing communications, Marketing information, Marketing management, Marketing strategy, Sales campaigns,Strategic marketing
