Executive briefs The results of their entire content marketing strategy have been spectacular, but one infographic in particular was especially effective.
Globalisation used to mean identikit high streets, May Day protests and a Starbucks on every corner. But with an international business suggesting strength and stability in the fragile economic markets, global brands are no longer being seen as dominating bogeymen. It seems that being global is back on the boardroom agenda.
Coca-Cola seems to be taking note, scrapping its local UK marketing director position in May, in favour of a more regional strategy.
Kraft has been quick to follow suit. While it will leave a UK marketer position, it has also said it will lead its strategy more centrally from Europe. For brands seeking to join the new set of global brands, there are five global marketing strategies that companies need to take into account.
Marketing Week sets out these five strategies that can help companies embrace the new business of globalisation. Build a strong, consistent brand culture In the past, a rigid corporate structure was an important element of the global brand. Local markets were in charge of developing their own brand strategies.
However, in recent years building a consistent and strong brand culture that remains familiar to consumers wherever it is in the world has become a priority.
Tony Effik, chief strategy officer at Publicis Modem, explains: ASmallWorld is an example of a business that has created a brand which is consistent around the globe see case study below.
Language is an important element in ensuring a consistent brand culture, he adds, citing Innocent Drinks as a good example of a company that has successfully retained a distinctive tone of voice across markets. But how does a brand with values like Google set up something in China that sticks to those values?
Be borderless in your marketing With the abundance of digital platforms, it is no longer possible for brands to follow different brand strategies in different countries.
Companies are being forced to adopt a more unified marketing approach. It managed to maintain the ability to buy businesses. The UK has been a significant growth opportunity for Santander but it has taken opportunities elsewhere too — it bought Sovereign in the US, for example.
In our case, brand consistency has been key. Santander was gradually introduced to them. Although we have a global brand policy, we also reflect local attitudes, behaviours and nuances.
We allow our businesses to have local strategies, which are reflective of the customer, rather than having a monolithic policy.
New global brands are unencumbered by rigidity and process and formality and structure. With that comes the need to take stock sometimes and think about how we grow as a business globally. To maximise more value, we capitalise on global things like brand consistency, brand identity and global sponsorship.
The attitude towards us being a global brand has been a massive benefit.
When consumers saw the company in the UK was backed by this big business, that made people feel safe and secure. Global strategy case study: The platform offers tools and user-generated content to help members manage their private, social and business lives.
Members share similar backgrounds, interests and perspectives and can find jobs, investors, collaborators, discuss ideas, get advice especially travel related and buy, sell, rent or swap things, from vacation homes to vintage cars. Membership is by invitation only and existing ASW members can invite a limited number of friends to the network.
Our members, whether they come from Germany or Pakistan, share a common point of view. Now a small brand can be global very cheaply and easily.- Global Marketing Research Case Study Analysis When deciding if a company should expand business into a global market, it is important to conduct market research.
Global market research gathers and collects data and information and identifies possible issues that an organization may face.
Create and develop the brand vision: The board’s involvement in brand building should not start as a random intervention in a brand’s life, but should start at a very strategic level and at the top. The board should play a key role . Browse through our free business essays, perfect for any student studying on a business course at any level.
Building a global brand requires more than just launching a web site that's accessible from almost anywhere in the world. MARKETING ANALYSIS AND STRATEGY RECOMMENDATION FOR STARBUCKS COFFEE COMPANY INTRODUCTION The purpose of this report is to conduct market analysis and recommend appropriate marketing strategies for Starbucks Coffee.
Building a Foundation for a Strong Brand Image. The best way to build and nurture an effective brand image is through a multidisciplinary approach that combines owned, earned and paid media in a coordinated, digital ecosystem constructed of PR, social, search and other elements.