Global branding: Look before you leap

The biggest mistake a company can make in global branding is to assume image equities are universal. A brand that enjoys a reputation in the US may find its image and awareness differs, sometimes considerably, in other countries. Global brands that employ uniform marketing tactics around the world s...

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Bibliographic Details
Published in:	Brandweek Vol. 39; no. 43; p. 30
Main Authors:	Steinberg, James I, Klein, Alan L
Format:	Trade Publication Article
Language:	English
Published:	New York Adweek LLC 16-11-1998
Subjects:	Brand equity Brand image Global economy International markets Market strategy Marketing Multiculturalism & pluralism Success United States > US
Online Access:	Get full text
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Summary:	The biggest mistake a company can make in global branding is to assume image equities are universal. A brand that enjoys a reputation in the US may find its image and awareness differs, sometimes considerably, in other countries. Global brands that employ uniform marketing tactics around the world succeed because they are able to tap into universal desires. Companies looking to understand the brands' universal appeal must first define their domestic equities. This means identifying strategy or tactics that are the source of current success. Once defined, these success drivers can be put though a cultural prism, to invent creative alternatives.
ISSN:	1064-4318