Global Branding

The term Global Branding refers to a product that has worldwide recognition. The recognition overcomes language and cultural barriers. Examples include Apple, Coca-Cola and Ikea. People know what the product is when they see it based on their products reputation. Global Brands save costs by consistent packaging, advertising and production. The product is pretty much the same wherever it is sold (Global Brand).

A company has to revisit their Global Brand regularly. Even though the product is known, regional centers can adjust their strategy to make them more profitable. One example is Kentucky Fried Chicken. The store front is recognizes with over 6000 locations outside the United States. Everyone that sees the red and white striped store knows that they can get good fried chicken there. However, in Japan, customers can order tempura crispy strips. In China, the spices are different depending where in China the store is located (Managing Brands).

Personally, I really don't look at brands when I purchase large ticket items. However, I know people that do. I know people that want to purchase a BMW vehicle that know nothing about the specification of the car. They know it's a BMW and they assume it's a good car. In these types of cases, Global Branding makes the sale because the car is associated with luxury, high quality and superb performance.

Experts believe that there are four consumer groups that brand managers need to pay attention to. Neglecting any of them could reduce market share and profits. Global Citizens concern themselves with consumer issues like safety, nutritional value and worker rights. Ignoring these concerns can hurt the company's reputation. Global Dreamers believe the brand's sales pitch and look towards advertised quality and value. They are the easiest to sell to and companies are well advised to trumpet their desirable qualities. Antiglobals can really mess with Global Brands reputation and advertising strategies. Many dislike American values and dislike products just because they have American ties. Antiglobals will bypass products manufactured by large companies. Finally, Global Agnosticss do not consider a product because they are global. Rather, they look at both local and global products and decide which product is best for their needs. The United States has many consumers in the Global Agnostics category (Holt& Taylor, E).

"Global Brand." QFINANCE RSS. Bloomsbury Information Ltd, Web. 14 Nov. 2012. < http://www.qfinance.com/dictionary/global-brand >.

Holt, D., Quelch, J., & Taylor, E. (2004, September). How Global Brands Compete. Harvard

Business Review, 82(9), 68-75. Retrieved August 1, 2009, from Business Source Premier

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