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The Global Brand

Kirjoitettu 20.02.17
Esseen kirjoittaja: Juuso Nieminen
Kirjapisteet: 2
Kirja: The Global Brand
Kirjan kirjoittaja: Nigel Hollis
Kategoriat: 6.3. Brandi ja mielikuvien kehittämisen työkalut

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The Global Brand

Creating strong brand image is fundamental for phenomenal success but it is also enormous task to complete. It requires good storytellers to develop authentic experience which consumers will sense through company actions. Brand image is also very fragile. It can be shattered overnight if brand is not careful enough.

Successful branding takes into account how we make our decisions. It is about emotions and associations. The way how we have assumptions and experience products and companies as a whole. To create that companies should understand these three layers which generates the base for branding:

Knowledge: Customers understanding about the physical properties of objects

Action: The way how objects are used, functionality

Emotion: Emotional responses or evaluations about the company and objects

When developing a brand strategy, you should consider what feelings, emotions, pictures, words, role models and values you want people to have when they see your company logo or ad. Who are the consumers and your target audience? Which price range and quality mindset you want to create? What are the things that pop up into peoples mind when they hear about your brand? The core brand promise should add value for the target audience. It should create unique and solid picture about the brand. Those feelings and emotions which it creates must be aligned with that picture. It is also the main purpose for marketers to generate a message that fits into that image.

Innovations have also very important role in branding process. Company should focus on creating something new consistently because world changes continuously around us. You can see how Google or Apple create always something new and try to improve their performance. Strong consumer relationships depends on five factors:

  • A great brand experience
  • Clarity of positioning
  • A projected sense of dynamism
  • Authenticity
  • Strong corporate culture

These all must work with each other and create a coherent brand image together. Always seek to understand your customer better. Renovate your brand experience and positioning constantly and stay true to the authentic values.

The essentials

There is one word that every marketer and brand specialist must know: heuristics. Why it is important, is because it is aligned very closely with our problem solving skills and thinking process. Heuristics is focused on the way how we make our decisions. You should understand why your customers choose your product or service.

Imagine that customer is wondering through shopping mall on his daily routine tour, and faces the situation that his favorite product is unavailable. What are those rudiments how he makes decision to buy substitutive product? Will he select the cheapest or the most attractive product? Brand specialist must understand which heuristics benefit company brand and which are the ones that customers choose. Brand should always aim to create environment for consumers to easily choose the ”same as last time”. People usually don’t put much effort into most of their brand decisions, but when they do, you should be aware which heuristics those are.

McDonald’s is excellent example of heuristic decision making. It is one of the most successful global brands and has consistent name, logo and color scheme. Usually on abroad traveller’s choose McDonald’s as their first dinner place because it is familiar (habit), consistent, convenient, quick and cheap. This is in very close touch with heuristics as people choose to eat there because of these attributes. It is safe choice as people know what they will get. Bic Mac is a same burger everywhere in the world even though some products vary from country to country.

The Global Brand – book gives us a good tool to consider customer relationships with the brand. It is called ”The Brand Pyramid Dynamics”. The main message it creates is the process of developing bonding customer experience. First stage ”presence” is the lowest level for consumer to find and buy the brand. If the brand cannot be seen then it ”doesn’t exist” for people. Furthermore, the fifth level ”bonding” is the level when buying the brand has became a habit for the customer. He has been satisfied with product performance and really believe those brand values and core message.


Going global

Even though world is more global than ever, consumers act and buy products and services locally. Internet connects us to outside world but we still live and interact with our own community. These should be taken into account when entering global markets. Products and services should be differentiated to local needs and culture to market entry be most effective. Marketers should put their assumptions and stereotypes aside when planning strategies. Instead there is always a fundamental need to truly understand consumer needs and desires of target group.

Different product catalogs are usual between global brands. One good example of this is men’s fragrance and cosmetics brand Axe. It has been successful worldwide through it’s core message to attract women. But even thought this has been the formula for success, name Axe has not been successful in United Kingdom. It needed localization and change its brand name to Lynx, which has been the more effective on that market. This is just one example that you should always be aware about your customer and truly understand those local needs.

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