Global branding

A global brand is one which is perceived to reflect the same set of values around the world. Global brands transcend their origins and creates strong, enduring relationships with consumers across countries and cultures.

Global brands are brands sold to international markets. Examples of global brands include Coca-Cola, McDonald's, Marlboro, Levi's, Shell etc.. These brands are used to sell the same product across multiple markets, and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers.

Benefits of Global Branding

In addition to taking advantage of the outstanding growth opportunities, the following drives the increasing interest in taking brands global:

• Economies of scale (production and distribution)
• Lower marketing costs
• Laying the groundwork for future extensions worldwide
• Maintaining consistent brand imagery
• Quicker identification and integration of innovations (discovered worldwide)
• Preempting international competitors from entering domestic markets or locking you out of other geographic markets
• Increasing international media reach (especially with the explosion of the Internet) is an enabler
• Increases in international business and tourism are also enablers

Meer kennis en  informatie hierover kunt u verkrijgen tijdens de NIBAA masterclass design en branding en/of opleiding brand management en opleiding design management, opleiding reputatie management, cursus communicatie management of opleiding merkmanagement in Utrecht. Thema's die hierin behandeld worden zijn: merkidentiteit, positionering, merk, strategie, marketing, brand identity, merkarchitectuur, branding, brand portfolio, merkmeerwaarde, merkwaardecreatie, design management, brand equity, brand building, internal branding, merkwaarden en diverse merkconcepten (www.nibaa.nl)