Managing Global Brands
Did you know? … Over a 10 year period, the capitalization of a company with a well-managed brand can expect to be 200% greater than a poorly managed brand.
How do you distinguish your company in a crowded global market place? It’s a question Marketing Managers regularly ask themselves. Building a globally valued brand is undoubtedly one of the most popular answers but this raises the next question. How do you manage this in practice to ensure the brand remains consistent across international borders but retains its local relevancy? This is where Operational Brand Management steps in.
Operational Brand Management …. A combination of people, process and technology that allows an organization to consistently and accurately drive the brand in the language of choice for the customers in a manner consistent with the corporation’s global strategy.
In order to translate the strategic intent to have a global brand into actual execution, Operational Brand Management identifies 3 core areas to focus on:
- Cross-divisional communication
- Processes, best practices and methods
- Does the current process support or hindering delivery of a global brand?
- What immediate, medium and long term changes need to happen?
- Who needs to be involved in these changes?
- How will changes be measured?