Operational Brand Management - An SDL Management Briefing Paper
The fundamental aim of a corporation is to maximize return on capital. Global brand management – within an overarching global market strategy – must ultimately answer to this fundamental aim.
New technology and a growing acceptance of free trade have eroded traditional competitive advantages and for a growing number of firms, brand is a valuable asset in distinguishing a company in a crowded marketplace.
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As corporations manage their brand and brand image on the global scale they have to answer a new question; how do I convey my message consistently to a global audience or tailor it to a local one without altering what my brand stands for?
Getting the answer right can enhance the market capitalization of a company by as much as 10-15% annually. Answering incorrectly though – or not acting on that answer – will have a highly detrimental impact on growth expectations.
This SDL White Paper explores how Operational Brand Management ensures that brand is driven consistently and accurately, in the language of choice for the consumer, in a manner consistent with the organization’s global strategy.
