Tuesday, July 25, 2006

Global Branding

Global Branding is a complicated issue. Few people understand it. Few are qualified to. It is importan to live in a few countries to understand conceptually how brands can be seen differently. It is essential to have appropriate market research (and so much is culturally badly translated, even if it is linguistically).

There are a limited number of brands which have it right. Most are the result of unplanned and haphazard brand-building. To compound it, over time, the brand harmonization efforts have been ill-conceived or poorly executed.

Yet there are principles to follow, if the company has the will, the process, and the organization.

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