By Nigel Hollis
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Additional info for The Global Brand: How to Create and Develop Lasting Brand Value in the World Market
Contrary to the beliefs of 20 years ago, consistency is not always the answer to building a strong brand. Differing cultures can be one of the biggest barriers to global success. So What Is a Global Brand? 33 Questions to Consider 1. Has your brand’s global growth been limited by centralization and standardization? 2. How well do you understand the different needs, desires, and values of potential consumers around the world? 3. Are you prepared to adapt to local conditions? What about your brand is sacrosanct, and what can be changed?
Ultimately it is consumers who vote on the winning combination. Defining whether a brand possesses a strong relationship with consumers, however, is relatively easy. The specific attributes that allow a strong relationship to form may differ from country to country, but the stages of development are very consistent. This chapter presents a model for understanding brand strength that I use throughout the book. In Chapter 4, the model provides the basis for a ranking of global brand strength (a measure of how well brands develop strong relationships with consumers in multiple countries).
Of course, some encounters are more powerful than others, and some are easier to control. Personal experience of the brand itself is the dominant source of impressions—but what constitutes that experience? For a car, it might be the first impressions gained on a test drive or the lasting memories formed by the daily commute. It might simply be the sight of the car on the street. Even a 30-second video ad can create an imagined experience with the power to shape impressions. The marketer must consider how all of these experiences mold perceptions of a brand.