• View the Talks
• 35 min
  1. Culture and Branding

  • Dr. Marieke de Mooij
• 25 min
  2. Building global brands

  • Ms. Laura Ries
• 47 min
  3. Branding: how it works and why it matters

  • Prof. Robert F. Lauterborn
• 39 min
  4. Valuing Corporate Brands

  • Mr. James R. Gregory
• 48 min
  5. Managing brands in Asia

  • Mr. Martin Roll

Printable Handouts

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Navigable Slide Index

1. Introduction
2. Business is going global
3. Global advertising agencies
4. Global advertising campaigns
5. Global accounting firms
6. Global law firms
7. Global liquor brands
8. Global bands
9. How do you build a global brand?
10. There are four principles
11. 1. A narrow focus
12. Take Nokia for example
13. Finland is a smaal country
14. Nokia once made everything
15. Nokia wanted to go global
16. So Nokia narrowed its focus
17. By 2007, the global leader - Nokia
18. 2007 was also the year Apple introduced iPhone
19. So what did Nokia do?
20. They introduced smartphones
21. A second brand name
22. Nokia is in trouble
23. BlackBerry is also in trouble
24. BlackBerry makes 15 models
25. BlackBerry in the year 2010
26. BlackBerry two years later
27. What works in America - not in the global market
28. Larger the market - more focus the brand (1)
29. Compare business in a small town
30. With business in a big city
31. Small town vs. big city: stores
32. Small town vs. big city: physicians
33. Small town vs. big city: restaurants
34. Larger the market - more focus the brand (2)
35. The same is true for countries
36. Adam Smith explained why
37. Division limited by the extent of the market
38. We do a lot of work in China
39. Largest Chinese auto companies
40. We worked for Great Wall
41. In the 1990s, pick-up trucks
42. By the year 2009: Pickups, Minivans, SUVs etc.
43. With 9 different model names
44. Our recommendation
45. Focus on a single position
46. In the three years since 2009
47. Vehicles sold in 2012
48. Net profits in 2012
49. More than the next four combined
50. BusinessWeek article on Great Wall
51. What BMW did to overtake Mercedes-Benz
52. BMW focused on “driving”
53. Worldwide sales last year - cars
54. 2. An English name
55. English is the official language
56. Air traffic is controlled in English
57. Road signs are often in English
58. Road signs in Saudi Arabia
59. A Turkish magazine
60. A German magazine
61. A French magazine
62. A Portuguese publication
63. A Greek publication
64. A Polish publication
65. Proficiency in English
66. English text books in the country of Georgia
67. Language of Internet users
68. Many local brands won’t work
69. Many names are too complicated
70. The no. 1 vodka in Russia
71. Should be a powerful global brand - but it's not
72. English brand names are much shorter
73. 25 Procter & Gamble brands
74. Only one is longer than 8 letters
75. The average P&G name is just 5 letters long
76. Instead of Kremlyovskaya - "Red Square"
77. 3. Leadership at home
78. Dyson - no.1 vacuum cleaner in the U.K
79. Generated great U.S. publicity
80. Best-selling in both U.K. and U.S
81. Siemens is using same strategy
82. Sign at the Jakarta airport - Dunkin' Donuts
83. Three leading American brands
84. Now do most of their business outside the US
85. No.2 brands don’t do as well outside the US
86. Coca Cola vs. Pepsi
87. Mcdonalds vs. Burger King
88. HP vs. Dell
89. Marketing is a two-horse race
90. Outside the U.S, no. 2 brand is often a local brand
91. Cola brands - Saudi Arabia
92. Cola brands - Turkey
93. Cola brands - Russia
94. Cola brands - Bolivia
95. Cola brands - Peru
96. Global brands don’t lose their national identities
97. Mcdonalds - a global brand from America
98. Mercedes - a global brand from Germany
99. Toyota - a global brand from Japan
100. A Toyota made in America still a “Japanese car”
101. Rolex - a global brand from Switzerland
102. IKEA - a global brand from Sweden
103. Global brands from France
104. 4. A visual hammer
105. Take Marlboro
106. Before Marlboro was launched there
107. All cigarette brands were unisex
108. Appealing to both men & women
109. So Marlboro narrowed its focus
110. Wouldn’t have worked without a visual hammer
111. The cowboy is a global symbol
112. Marlboro - world’s best-selling cigarette
113. Take KFC
114. KFC on the global market
115. KFC has a visual hammer - Colonel Sanders
116. Largest fast-food chain in China
117. Many global brands have visual hammers
118. “The authentic Mexican beer”
119. “The ultimate driving machine”
120. “The shoe that breathes”
121. “The prestige watch”
122. “The authentic athletic shoe”
123. “The prestige clothing brand”
124. “The real thing”
125. Summary
126. Thanks

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

Links

Series:

• Global Branding Strategies

Categories:

• Global Business Management
• Marketing & Sales
• Strategy

Bite-size Case Studies:

• Building global brands: a visual hammer

Talk Citation

Publication History

• Published on December 11, 2014