What Is A Global Brand?Today, another request from the BSI Emailbag. Georgina, a student of marketing at Midlands State University in Gweru, Zimbabwe asks… “What is a global brand? How can an organization build and sustain a global brand?” Georgina, thanks for your question, we’re happy to answer it. Global brands are brands that are recognized throughout much of the world. Companies intending to create global brands need to do the following: · Identify the relative attractiveness of each market for your brand · Conduct attitude and usage studies in each country in which you are considering entering etc. the colors. .· · · · · Identify the sequence of brand launch by country/region of the world Know the category and brand indices in each country in which your brand operates Establish a branding scorecard that can be applied country by country Agree to which decisions are made centrally and which ones are made locally Through research. the tagline. with the pervasiveness of the Internet. A comprehensive. Consider the name itself. understand if there are any part’s of your brand’s identity that won’t work in a given country or for a give language. To some small degree. however being on the Internet does not guarantee top-of-mind awareness or distribution ease. the symbols. well-funded and wellexecuted global marketing plan is required for successful global brands. all brands that are in cyberspace have the potential to become global brands. they are extremely expensive.JUNE 24. And on that wall are plastered random images of people and organisations that all have two things in common. but one would imagine an arbitrary assortment of movie stars. supermodels and famous sporting clubs. they have absolutely no association with Turkey or its national airline. Second. First. . I have not seen the wall. 2010 Sponsorship Should Not Be A Random Act Somewhere inside the Istanbul headquarters of Turkish Airlines there must be a very large wall. Then. In 2009. once a year Turkish Airlines embarks on “marketing planning” by inviting its chairman. .the “Dart of Truth” was infallible. and paid a small fortune to fly to Istanbul and make a series of TV and print ads in which he was made to “feel like a star” on Turkish Airlines business class service. the dart landed on movie star Kevin Costner. Despite the fact that Costner had never been to Turkey. ever flown Turkish Airlines. Hamdi Topcu. it seems. Costner was contacted out of the blue. The airlines marketing team then rush to the wall to discover who or what they will recruit for the coming year’s sponsorship strategy. stand 20 feet from the wall and throw the all-important Turkish Airlines “Dart of Truth”. or had ever expressed even the most passing interest in Turkish Airlines . to put on the ceremonial blindfold.Written across the top of this wall a large banner probably reads “Turkish Airlines Potential Sponsorship Partners”. Northern Rock was proud to spend £25m on sponsoring Newcastle United FC. everything had turned sour. more innocent age. Kevin Costner. in an earlier. Barely three years later. worth £2. It was a similar story in 2007 for West Ham United. A £7. Hamdi Topcu. . 2009 Sponsorships: Threatening Brands? What is the link between financially strapped companies and expensive sporting tie-ups? Back in 2004.5m deal. Mark Ritson | Permalink | Comments (2) |TrackBack (0) Technorati Tags: Branding. Turkish Airlines FEBRUARY 02.Continue reading "Sponsorship Should Not Be A Random Act" » Email this • Share on Facebook • Twit This! • AddThis! • Book a Speaker Posted by Mark Ritson in Brand Sponsorships.5m a year. Northern Rock chief executive Adam Applegarth looked ahead to five successful seasons together and spoke of 'a long-term relationship'. and it will be all over the British and US Open golf tournaments this summer. a glamorous global sponsorship looks a little incongruous these days. RBS is also notable for the extraordinary largesse of its sponsorship department. Despite its imminent nationalisation. Last month. XL went bust and West Ham was left sponsorless. Aside from losing a whopping £28bn last year. Three big-money sponsors. Coincidence? There are plenty more examples. you could still spot the brand on Andy Murray's right sleeve in Melbourne last week. Three business debacles. Manchester United suffered the same indignity when AIG announced that it would not renew its fouryear sponsorship deal when it expires in 2010. Take Royal Bank of Scotland currently the biggest business basket case in Britain. With 80% of the insurer owned by the US taxpayer and 97% of its shareholder capital lost.was agreed by package holiday firm XL Holidays. AIG is also exploring options to terminate its current £56m deal. But with two years of funding still to be paid. It's the main . AIG. Apple. and don't sweat the details. Manchester . dumb sponsorships are always going to be popular with the kinds of companies that think big. Their troubles are not being caused directly by their sponsorship deals . British Open.though the millions off the bottom line hardly help. The real connection is more indirect. Lloyds TSB.BT. Branding. Could there be a link between the kind of companies that embark on gratuitous levels of sponsorship and those currently suffering the most in these difficult times? I think so. Andy Murray.sponsor of the 6 Nations rugby tournament and its brand is proudly plastered across its own F1 racing car. AT&T. Big. Continue reading "Sponsorships: Threatening Brands?" » Email this • AddThis! • Book a Speaker Posted by Mark Ritson in Brand Sponsorships | Permalink | Comments (1) | TrackBack (0) Technorati Tags: Adam Applegarth. Nortel. the finally returned to Europe. West Ham United SEPTEMBER 01. a yacht owned by the New York Yacht Club easily beat 15 of the fastest British yachts in a race around the Isle of Wight. It always is a massive event. Newcastle United FC. yachts from 11 nations began competing in Valencia to see who would eventually race the current holder. In fact they play an almost . but arguably those with the most to lose are not the yachtsmen or countries involved. RBS.United. 2008 Event Sponsorships: Forgetting the ROI? It all started with a flash of American superiority and a bruised royal ego. Sponsorships. Queen Victoria was reported to have asked who had come second and was politely informed: 'There is no second. PGA of America. In 1851. the Swiss yacht Alinghi. Royal Bank of Scotland. US Open. Tesco. P&G. Northern Rock. After 156 years and 38 contests. Surprised at the result. In April of last year.' The America's Cup had begun. your Majesty. Nespresso (the official coffee) and Adecco (the official HR supplier) were also stumping up millions to be a part of it. the French nuclear power company. With stunning locations adorned with glamorous yachting fraternity. New Zealand's entrant was sponsored by Emirates. For reasons that weren’t immediately obvious. supporter brands such as Vodafone (the official phone network). A few meters away the French boat sponsored by Areva.peripheral role compared with the companies spending nine-figure sums to associate their brand with the event. Spain's newly designed marina it could easily be likened to visiting an exotic menagerie of big brands with some of the fattest marketing budgets on the planet. BMW and Oracle had joined forces with Allianz to sponsor the American yacht. As I walked around Valencia. Meanwhile. Most companies pay upwards of $100m to be a sponsor. it would be all too easy for marketers to lose their focus and fall into the ancient trap of assuming anyone spending this kind of money must know what . How. is the link between nuclear power and yachting? And what has Emirates got to do with the Kiwis? INTRODUCTION Globalisation has been the battle cry of the last decennium of the 20 th century. we should ask. technological and economic developments that have been unique to the last ten years of the century.they are doing. This phenomenon is not new or unique to this period. can a B2B software company such as Oracle justify spending that kind of money on a yacht race? What. we may wonder. The demise of communism. . The process has only been given an added impetus by the political. It is exactly these big-money events at which a marketer must maintain their ROI focus. Many traditionally local brands are sold. or at the very least experience a quick rollout from home or lead countries into other markets. the liberalisation of trade are only few of the driving forces of this latest round of intensified globalisation. The effect that this globalisation has had on brands has been spectacular. New brands are seemingly born global. fazed-out or face transition to a new regional or global brand name and subsequent harmonisation. Brand portfolios. are rationalised in order to focus attention and . which have been built-up through decennia of acquisitions.the ICT revolution. resources on a limited number of strategic brands. Long established brands have enhanced their dominant positions across the globe. while others dominate their category as global monoliths. Some of the global brands manage to become local institutions by filling a local role in the societies where they operate. Debates have also flared over the supposed supremacy of global brands and the inadequacy of (multi-)local brands. This paper argues that this viewpoint is incorrect and that the each individual . but also encountering stern opposition from local brands that find ways to fight back. threatening less marketing-savvy local brands. this paper concerns those involved in global and local brand management. Only a thorough understanding of a variety of factors that influence brands in their global and local contexts helps determine the best course for them.global or international brand has specific opportunities and limitations when it comes to standardisation or localisation. as well as managers of local brands who often struggle with global competition. Therefore. We introduce four general brand strategies and examine the internal and external factors that influence these strategies as a brand extends across multiple societies. The general strategies themselves consist . Suffice it to say that each requires its own particular capabilities and competencies.of a total of more than 20 strategy subtypes. A discussion of these strategy subtypes exceeds the limitations of this paper. each has its particular competitive advantages. GENERAL BRAND STRATEGIES Brand strategy is aimed at influencing peopleís perception of a brand in such a . The purpose of this paper is to offer a fresh perspective on global brand strategy and management without attempting to be exhaustive. and each offers consumers some distinct appeal. The author is currently writing a study that examines these strategy sub-types. buy and use the products and services offered by the brand. and donate again by offering them . e. most brand strategies aim to persuade people to buy.way that they are persuaded to act in a certain manner. purchase these at higher price points. donate to a cause. In addition.g. use.