GLOBAL

BRANDS

Presented by-: Mahek Dhoot

What is a global brand?

A powerful international brand with strong and consistent image

Represents a group heading several brands and many activities

Embodies the global village, the appealing idea to feel at home everywhere, to come across landmarks

Trans-cultural : "It offers something that is appealing and relevant in all cultures." 

5 Patterns of Relationship with Global Brands

The “enthusiasts”

The “pragmatics”

The “ethical”:

The “activists”

The “resigned critics”

They like the brands and delight in their choices.

Potentially fans of “classic” brands

They do not care about what the brands do or their

social policies

They require from the brand ethical values and

traceability

They are willing to act in an organized way to penalize a

brand

They are willing to act in an organized

Similar profile but their dissent remains a vague

desire

Establish brand strategy and archietectutre

Determine governance strutcture

Define the brand identity

Establish a distinctive positioning

Align all touch points

Measure and report progress

6 Steps To Manage

Global Brands Success

2007 2008 20090

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$m

Year

Brand value

2007 2008 20090

10000

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90000

$mBrand value

20072008200964000

64500

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67500

68000

Brand value

Year

$m

2007 2008 200952000

54000

56000

58000

60000

62000

64000

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68000

Brand value$m

2007 2008 20090

10000

20000

30000

40000

50000

60000

70000

Year

$mBrand value

2007 2008 20090

10000

20000

30000

40000

50000

60000

70000

Brand value

Year

$m

2008 200955000

56000

57000

58000

59000

60000

61000

62000

Year

$mBrand value

2007 2008 200946000

48000

50000

52000

54000

56000

58000

60000

62000

$m

Brand value

Year

2008 20090

10000

20000

30000

40000

50000

60000

Brand value$m

Year

2007 2008 20090

10000

20000

30000

40000

50000

60000

Year

$mBrand value