Key features that make a brand global

Outstanding Features that Makes a Brand Global

Global Branding: A Research Proposal

Imagine trying to convince everyone around the globe of some simple truth. It seems impossibility -- yet it is exactly what global branding aims to achieve. To convince a globalized demographic to buy and buy right. Worldwide branding crosses over oceans and terrain to spread the name of a particular company: A global brand is one which is perceived to reflect the same set of values around the world. A global brand removes the national barriers and linguistic blocks while marketing internationally," (Panda 2006). Despite the certain difficulties, companies strive to create globalized recognition of themselves in order to the reap the large rewards of brand popularity.

Along with the obvious benefits for enterprise, the consumer also stands to gain within a context of large scale global branding. Enterprises can expand almost infinitely within a worldwide marketplace. The consumer is also exposed to high quality and trustworthy products which invoked by the very reputation of brand itself: "Global presence offers economies of scale which can allow very high quality products to be offered with state of the art technology, and a variety of sizes, packs, and absolute consumer cash outlays," (Blinn 1999). Everyday people are then exposed to a new wealth of options which was not available preceding the modern era. The ensure access to a plethora of products and preferences, "Global brands can and should mean more and better choices; made available faster, more simply, in a more responsible way. Everyone wins," (Blinn 1999). Everyone benefits from the ripple caused by global branding -- the question then turns to how to execute effectively.

This is the context for the current proposed research. Utilizing the current dialogue within marketing and business strategies regarding the most efficient methods to achieve global branding, this research aims to explore the depths of marketing itself. Through thoroughly exploring the additional concept of green branding within global branding strategies, this research hopes to provide usable information about the future of marketing, not only in a globalized world, but in an environmentally friendly one as well.

Literature Review

There has already been a wealth of discussion regarding the avenues most successful in fostering global branding. The major problem is selling one giant demographic, "How can Brand, which is typically optimized for a specific market and a specific offering be implemented across widely different countries and work equally hard for all of the markets and for all of the offerings," (Arapurakal 2009)? The face of the public varies greatly depending on location. The interests are just as varied -- and therefore create a huge obstacle within the path of selling globally across borders. Cultural, gender, generational, political differences fracture the desired larger intended demographic into a multitude of subcategories which do not always share the same interests, needs, and demands. Thus, the most successful companies proved to dive deep into these fractures, "The brands that rose to the top of our ranking all had widely varied marketing arsenals and were able to unleash different campaigns for different consumers in varied media almost simultaneously. They wove messages over multiple media channels and blurred the lines between ads and entertainment," (Berner & Kiley 2005).

Therefore to become a global brand, it is proven that the brand itself but be fluid enough to transfuse into a variety of subcategories, "The foundation of a global brand positioning must penetrate below all the layers of cultural differences to foundational human values and aspirations," (Arapurakal 2009). Now, there are a few elements which we all as a race share despite our fractured interests and desires. That is the common underlying motivations which delineate what it constitutes the conception of human. Finding the emotional connections that stir deep within all of our unconscious minds is a common practice among the giants of global branding like Nike, "Strong global brands deliver to the strong emotional need. A brand like Nike talks about believing in one's limitlessness," (Panda 2006). Nike targets athletes in general, and by appealing to the athlete's common desire to succeed beyond preconceived potential is the key to the success of Nike's global branding. Emotions are definitely a powerful ally in consumer affairs.

Along with targeting the appeal of the brand image, a unique representation of that brand is also a necessity to play with the big boys of global marketing. The uniqueness of the brand image will help distinguish it from competitors. Even the name used within the branding should be customized to allow for a smooth transition into an aesthetic appeal in visual marketing, such as the case again with Nike (Delaney 2002). When thinking of the basics of branding, budding companies should always keep these aesthetic issues in mind, constantly questioning

Can it readily morph into a work of art?" (Delaney 2002). Once this unique image has been tested and accepted, its about blasting it world wide. The same single image used in context of international campaign ensures the success and recognition of a global brand, "Using the same brand name across countries and across products in a similar product group is essential to global branding," (Blinn 1999). It solidifies the image of the brand, and also ensures the positive reputation which had been established previously elsewhere with the image of sameness. In order to establish a global brand, companies must understand the benefits of a single brand umbrella, rather than attempting to change the brand image to ft the various locations it serves around the globe, (Quelch 2007). Utilizing the same position globally "provides a combination of functional product quality and innovation with emotional appeal," (Quelch 2007). It is through the perpetuation of that single image that the global brand can best transcend limitations of borders and social constraints like generation and nationality, "with new generations with their new sets of values, hopes, and ambitions. For successful global brand it has to click across the vertical class of generations and horizontal mass of global market," (Panda 2006). As the field of global marketing continues to develop, these practices have begun to gain strength as major forces of global brand implementation.

Yet, there is also another emerging trend which is latching onto the concept of global branding -- green branding. It has long been posited within marketing that brands should also help convey social and corporate responsibility to leverage "their technology to solve the world's problems," (Quelch 2007). This then adds to the reputation of the brand name and ensures its future growth. The emerging problem of the twenty-first century is obviously that of environmental conservation. Thus, many large scale companies have latched onto the idea of promoting green manufacturing practices as a way to solidify their reputation and brand image within the global consumer market. On the forefront of this concept are green practices which would reduce emissions and hopefully curb the ramifications of global warming, "Global warming has escalated as a social dynamic. it's becoming a mainstream issue driven by mainstream folks, including mainstream soccer moms who worry about the future of their children and their grandchildren," (Adamson 2007). As consumers become more and more responsible for their own part in conservation, research has begun producing results that green branded global images can transcend over traditional demographics, while also ensuring the success within the growing global concern over green practices, (Bowman 2008). A prime example is products such as Tide's Coldwater detergent. Companies are then utilizing the image of responsibility to help consumers reduce their own impact on the environment, "Brands have always served to help people make relevant choices in their purchase decisions, and there's never been a better time or a more relevant issue than global warming to prove this point," (Adamson 2007). As concern over the fate of the world continues, this will also prove to grow as a strong brand image strategy.

Proposed Research Methods

In order to effectively value the most effective strategies out of those most commonly used, this research must levy of the already established research findings within the marketing field. A 2004 study (Holt, Quelch, & Taylor) utilized a qualitative structure to determine what characteristics were most universally valued by global consumers. Over a survey of twelve countries and 1,800 people, the study gave a good representation of the global consumer marketplace. This research aims to replicate the size proportions and representations as best possible. Although it will not be able to replicate the size, it may be able to replicate the breadth of distribution by attempting to survey individuals via the internet in a variety of countries. The research also will emulate the quantitative structure which will then give more analysis on the topic at hand. In fact, the research will entail a pre-written questionnaire to be voluntarily submitted by individuals all over the globe. The questionnaire will ask the individuals to evaluate various global brands, but especially those with a green representation attached to them.