World Class Global Brand Management
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The document discusses the evolution of global brand management amidst a complex communication landscape, emphasizing the shifts from one-way to networked communications and the inadequacy of traditional positioning strategies. It explores the balance between customization and standardization in brand strategies, highlighting their benefits and challenges across different geographical markets. Best practices for brand expression and activation are suggested, advocating for a framework that incorporates both global consistency and local relevance.
World Class Global Brand Management
- 1. World Class Global Brand Management Establishing Leadership in a Complex Global Environment June 2012
- 2. International Association of Business Communicators SUBSECTION TITLE 2 Think Global, Act Local… it’s easy, right?
- 3. International Association of Business Communicators SUBSECTION TITLE 3 Brand management flourished during simpler times… …But the world has changed dramatically in the past 50 years Three Broadcast Networks 30-second Commercial Ruled Simple, Straightforward Value Chain
- 4. International Association of Business Communicators SUBSECTION TITLE 4 Shift #1… communications is fundamentally different First Marketing Era: One-way Communication Second Marketing Era: Two-way Communications Third Marketing Era: Networked Communications
- 5. International Association of Business Communicators SUBSECTION TITLE 5 Shift #2… conventional positioning no longer sufficient • Fun • Good food • Speed/Convenience • Clean bathrooms • Convenience • Sustainability • Progress • Technology Key Stakeholders Desired Benefits
- 6. International Association of Business Communicators SUBSECTION TITLE 6 Shift #3… the playing field has expanded
- 7. International Association of Business Communicators SUBSECTION TITLE 7 The Global Playing Field Shift #1… communications is fundamentally different Shift #2… conventional targeting and positioning… Shift #3… the playing field has expanded StructureExpression & Activation Marketing Organization Brand Positioning
- 8. International Association of Business Communicators SUBSECTION TITLE 8 Customization vs. Standardization Customization Standardization Geo 1 Local/ Customization Marketing Platforms Brand Strategy & Positioning Programs & Tactics Programs & Tactics Programs & Tactics Global/ Standardization Geo 2 Geo 3
- 9. International Association of Business Communicators SUBSECTION TITLE 9 Customization vs. Standardization (cont’d) Economies of Scale Consistency Center of Excellence Local Relevance Faster to Market Responsiveness Benefits of Standardization Benefits of Customization Brand- Building Demand Generation
- 10. International Association of Business Communicators SUBSECTION TITLE 10 Customization vs. Standardization (cont’d) Positioning Activation Customization Standardization
- 11. International Association of Business Communicators SUBSECTION TITLE 11 Brand Strategy & Positioning Standardization Customization Global brand; Global Position Regional Brands; Global Positions Regional Brands; Regional Positions ① ② ③
- 12. International Association of Business Communicators SUBSECTION TITLE 12 Global brand, global positioning ①
- 13. International Association of Business Communicators SUBSECTION TITLE 13 Regional brands, (one) global positioning ②
- 14. International Association of Business Communicators SUBSECTION TITLE 14 Regional brands, regional positionings Global Brands Multi-Country Brands Local Champions ③
- 15. International Association of Business Communicators SUBSECTION TITLE 15 Best Practices Study* Brand Expression & Activation Global activation practices across ~25 brand-related functions and marketing mix components Standardization vs. Customization *Partial list only
- 16. International Association of Business Communicators SUBSECTION TITLE 16 Guiding Principles Brand Expression & Activation Market Homogeneity Mass Marketing Global Consistency Brand-building Comparability Market Heterogeneity Niche/”Long Tail” Local Relevance Demand Generation Test & Learn ………………………. ………………………. ………………………. ………………………. ………………………. Centralized/ Standardized Decentralized/ Customized
- 17. International Association of Business Communicators SUBSECTION TITLE 17 Point of Clarification… Brand Expression & Activation Consistency Uniformity Centralized/ Standardized Decentralized/ Customized Flexibility Free reign
- 18. International Association of Business Communicators SUBSECTION TITLE 18 Guiding Principles Applied… Decentralized/ Customized Centralized/ Standardized Regional Advertising & Regional Sponsorship MarCom Promotion Website Dev. & Mgmt. Visual ID/ Expression Corporate Advertising & Corporate Sponsorship
- 19. International Association of Business Communicators SUBSECTION TITLE 19 Regional Advertising and Sponsorship Brand Expression & Activation
- 20. International Association of Business Communicators SUBSECTION TITLE 20 MarCom Brand Expression & Activation
- 21. International Association of Business Communicators SUBSECTION TITLE 21 Promotion Brand Expression & Activation
- 22. International Association of Business Communicators SUBSECTION TITLE 22 Website Development/Management Brand Expression & Activation
- 23. International Association of Business Communicators SUBSECTION TITLE 23 Visual Identity / Expression Brand Expression & Activation
- 24. International Association of Business Communicators SUBSECTION TITLE 24 Corporate Advertising and Sponsorship Brand Expression & Activation