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1. Culture and Branding
- Dr. Marieke de Mooij
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2. Building global brands
- Ms. Laura Ries
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3. Branding: how it works and why it matters
- Prof. Robert F. Lauterborn
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4. Valuing Corporate Brands
- Mr. James R. Gregory
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5. Managing brands in Asia
- Mr. Martin Roll
Printable Handouts
Navigable Slide Index
- Introduction
- Business is going global
- Global advertising agencies
- Global advertising campaigns
- Global accounting firms
- Global law firms
- Global liquor brands
- Global bands
- How do you build a global brand?
- There are four principles
- 1. A narrow focus
- Take Nokia for example
- Finland is a smaal country
- Nokia once made everything
- Nokia wanted to go global
- So Nokia narrowed its focus
- By 2007, the global leader - Nokia
- 2007 was also the year Apple introduced iPhone
- So what did Nokia do?
- They introduced smartphones
- A second brand name
- Nokia is in trouble
- BlackBerry is also in trouble
- BlackBerry makes 15 models
- BlackBerry in the year 2010
- BlackBerry two years later
- What works in America - not in the global market
- Larger the market - more focus the brand (1)
- Compare business in a small town
- With business in a big city
- Small town vs. big city: stores
- Small town vs. big city: physicians
- Small town vs. big city: restaurants
- Larger the market - more focus the brand (2)
- The same is true for countries
- Adam Smith explained why
- Division limited by the extent of the market
- We do a lot of work in China
- Largest Chinese auto companies
- We worked for Great Wall
- In the 1990s, pick-up trucks
- By the year 2009: Pickups, Minivans, SUVs etc.
- With 9 different model names
- Our recommendation
- Focus on a single position
- In the three years since 2009
- Vehicles sold in 2012
- Net profits in 2012
- More than the next four combined
- BusinessWeek article on Great Wall
- What BMW did to overtake Mercedes-Benz
- BMW focused on “driving”
- Worldwide sales last year - cars
- 2. An English name
- English is the official language
- Air traffic is controlled in English
- Road signs are often in English
- Road signs in Saudi Arabia
- A Turkish magazine
- A German magazine
- A French magazine
- A Portuguese publication
- A Greek publication
- A Polish publication
- Proficiency in English
- English text books in the country of Georgia
- Language of Internet users
- Many local brands won’t work
- Many names are too complicated
- The no. 1 vodka in Russia
- Should be a powerful global brand - but it's not
- English brand names are much shorter
- 25 Procter & Gamble brands
- Only one is longer than 8 letters
- The average P&G name is just 5 letters long
- Instead of Kremlyovskaya - "Red Square"
- 3. Leadership at home
- Dyson - no.1 vacuum cleaner in the U.K
- Generated great U.S. publicity
- Best-selling in both U.K. and U.S
- Siemens is using same strategy
- Sign at the Jakarta airport - Dunkin' Donuts
- Three leading American brands
- Now do most of their business outside the US
- No.2 brands don’t do as well outside the US
- Coca Cola vs. Pepsi
- Mcdonalds vs. Burger King
- HP vs. Dell
- Marketing is a two-horse race
- Outside the U.S, no. 2 brand is often a local brand
- Cola brands - Saudi Arabia
- Cola brands - Turkey
- Cola brands - Russia
- Cola brands - Bolivia
- Cola brands - Peru
- Global brands don’t lose their national identities
- Mcdonalds - a global brand from America
- Mercedes - a global brand from Germany
- Toyota - a global brand from Japan
- A Toyota made in America still a “Japanese car”
- Rolex - a global brand from Switzerland
- IKEA - a global brand from Sweden
- Global brands from France
- 4. A visual hammer
- Take Marlboro
- Before Marlboro was launched there
- All cigarette brands were unisex
- Appealing to both men & women
- So Marlboro narrowed its focus
- Wouldn’t have worked without a visual hammer
- The cowboy is a global symbol
- Marlboro - world’s best-selling cigarette
- Take KFC
- KFC on the global market
- KFC has a visual hammer - Colonel Sanders
- Largest fast-food chain in China
- Many global brands have visual hammers
- “The authentic Mexican beer”
- “The ultimate driving machine”
- “The shoe that breathes”
- “The prestige watch”
- “The authentic athletic shoe”
- “The prestige clothing brand”
- “The real thing”
- Summary
- Thanks
This material is restricted to subscribers.
Topics Covered
- Globalization of businesses
- How narrowing the focus of the company helps to build a global brand
- Focusing the brand
- The importance of having an English brand name
- The need to dominate the local market before going global
- National identities of brands
- The visual hammer
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Talk Citation
Ries, L. (2014, December 11). Building global brands [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved December 9, 2024, from https://doi.org/10.69645/KHDE7252.Export Citation (RIS)