World Branding is In this article to Continue to be

World-wide Branding is In this article to Stay

In the 1980s and 90s, Korean businesses ended up not recognized for their marketing prowess. They have been production concentrated and their products have been normally witnessed as very low excellent, or “me-way too” products. More, their marketing efforts ended up not coordinated globally and generally centered on sub-brands in overseas marketplaces that had been made with the goal of tailoring the product supplying and positioning to nearby market place requirements.

Now, the main Korean businesses – particularly Samsung, LG, and Hyundai – are marketing (and in many situations market place) leaders. They have major, large excellent products and solutions and marketing applications that are steady and powerful globally. And perhaps most importantly, they have built the circumstance for the worldwide brands additional convincing than ever.

Korean corporations are not the only kinds to effectively put into practice global branding. Google, Nike, and McDonald’s are just a few examples of organizations that have designed international brand names. However, starting up with Samsung in the early 2000s, Korean organizations showed clearly the benefits that can be reaped by consolidating marketing initiatives and paying out in direction of just one world wide or umbrella brand, as opposed to utilizing fragmented local attempts.

Of class, the most important element of developing a respected brand is offering persuasive products and solutions, which Korean providers did by concerted initiatives to improve the high-quality and innovation of the merchandise they presented. Armed with these merchandise, Korean providers then used billions of pounds to create their brand names – awareness and image – on a world wide basis.

As a final result, these days these companies are successful in a big way. Market share, revenues, and profits are at all time highs. The models are home names properly beyond the Korean borders.

It all helps make perception of study course. For many years, I have labored with organizations battling with the world wide vs. neighborhood brand problem. In numerous conditions, a neighborhood marketplace chief experienced a sub-brand or even one more brand that he or she considered really should be applied as a substitute of the dad or mum brand. The reasoning was generally the identical – there is some brand awareness of the area brand, or sub-brand, that would be shed need to the aim go to the global brand and the local brand be eliminated, the neighborhood brand was extra suited to the shopper desires in the focus on marketplace, and it would be far more efficient to commit the small, regional marketing funds on the neighborhood brand, as opposed to the not known international brand. I have often had problems with this logic and believe Korean businesses have evidently built the circumstance as to why the worldwide brand should really in its place be the priority.

At the main of the argument for the global brand is economics. Samsung spent billions of pounds creating the Samsung brand over the previous decade. Experienced Samsung as a substitute damaged up its brand portfolio and used a portion of these billions on sub-models in diverse marketplaces, it is extremely unlikely that this spending would have experienced the similar influence – and it may well have bewildered the customer, who now travels globally and accesses Tv set, world-wide-web and other media content on a world wide foundation. By concentrating on making one particular brand identify continuously, Samsung and the other Korean organizations have been in a position to make large development in a limited time in constructing their makes throughout the world.

World-wide, or umbrella, branding does not preclude the use of sub-brands. Nor does the achievement of global branding indicate that firms are not able to or should really not tailor their goods for neighborhood requirements. McDonald’s, for case in point, adapts its menus to the neighborhood marketplaces when nonetheless selling below the McDonald’s title. Google just adapted its home web site to the local Korean sector, including a lot more content to contend with nearby offerings that have increased share than Google has been able to garner in Korea. But it nevertheless goes under the Google name and leverages Google’s world wide positioning. Therefore, those people that argue that tailoring will proceed to be significant at the area stage are not in fact at odds with a international branding strategy totally. There is nevertheless a put for tailoring, but even then, the priority, concentration, and bulk of the spending really should in most cases remain on the world-wide brand.

The implications of global branding achievement are impressive. 1st, global businesses that have not embraced world-wide branding really should consider a close glimpse at the sub-brand names in their portfolios and identify whether they are required, or ought to be jettisoned or de-prioritized in favor of setting up the international brand. Further more, in M&A scenarios, in which obtained organizations typically are hesitant to give up their makes, a cautious examination must be completed as to no matter if the brand should in truth be preserved and for how extensive, particularly in the instance of a global brand obtaining a community brand. I propose that most organizations at a minimum amount use the acquirer’s world-wide brand alongside one another with the obtained community brand as a starting point. Even though each and every problem is diverse and should really be assessed individually, by leveraging consumer research and an evaluation of marketing expend efficiency and returns, the circumstance for the worldwide brand has developed more powerful with the Korean companies’ good results, and other businesses ought to find out from it, in Korea and elsewhere, if they want to compete proficiently on a global scale.

By Victoria Miller Nam

Victoria Miller Nam is the President and Founder of VMN Advisors Inc., a consulting and advisory firm primarily based in Seoul, Korea. For extra data or to contact Ms. Miller Nam, you should pay a visit to

Copyright 2010 VMN Advisors Inc. All rights reserved.

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