Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Creating flexible global brands in federated organisations: A case study from a global not-for-profit
Journal of Brand Strategy,
3
(4),
350-356
(2015)
Abstract
Creating the right global strategy for a brand requires a number of key considerations specific to the organisation and target audience(s). This paper uses a case study of GS1, a global not-for-profit organisation operating in over 100 countries, to discuss approaches to building brand equity across multiple geographies, the importance of unified global brand meaning, the value of establishing a global brand management structure, and ways to create consistent branding while retaining significant local flexibility.
Keywords: global marketing; branding; brand management; glocalisation; local responsiveness
The full article is available to subscribers to the journal.
Author's Biography
Christopher K. Bailey founded Bailey Brand Consulting in 1985. As president, Chris is responsible for the overall management and direction of the firm, including shaping and implementing vision and mission. Throughout his career, Chris has led a variety of branding initiatives for clients ranging from Fortune 500 companies to promising start-up ventures. His firm serves clients in business categories including academics, electronics, consumer packaged goods, financial services, food service, hardware, lodging, pharmaceuticals, professional services and transportation. The firm has been recognised for its branding expertise through awards and recognition from organisations such as AIGA, American Corporate Identity and the London International Advertising Awards. A recognised branding expert, Chris has authored articles for periodicals, such as World Trademark Review and Journal of Brand Strategy; he has contributed to books on food and pharmaceutical marketing, and he has spoken on branding, environmental branding and brand package design. He is a co-founder of GDS, a global alliance of three independent branding firms with locations in Asia, Europe and North America. He is a member of the Fox Management Consulting Advisory Group at Temple University’s Fox School of Business and holds memberships in several industry associations, including the NRF (National Retail Federation) and Design Management Institute (DMI).
