Valley International Trade Association Newsletter, August 2006

Power of Global Brand

Brand Brand Positioning
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Branding is setting apart your product/service from competitors.
Marketing helps you to see that distinction

How Brand-Oriented Are You?

  • Unique selling proposition
  • Big Idea
  • Image
  • Benefit
  • Promise
  • Positioning

Core Brand Value

As James Collins and Jerry Porras articulate so well in “Built to Last”: “The key point an enduring great company decides for itself what values it holds to be core, largely independent of the current environment, competitive requirements, or management fads

Branding on 80/20 Rule

  • Build Your Brand on “A” Customers
  • Geography
  • Demographics
  • Psychographics
  • Get Rid of “C” Customers

How Brand-Oriented Can You Be?

  • Being first
  • Longevity in the business
  • Market specialty
  • Preference
  • How your product is made

Branding Through Secondary Association

  • Co- branding
  • Licensing
  • Endorsements
  • California – Brand with Universal Appeal

Keys to a Strong Brand

  • Meaningfulness
  • Consistency
  • Credibility
  • Differentiation
  • Superior delivery of desired benefits
  • Uniqueness
  • Relevance
  • Leadership

Benefits of Branding

  • Premium Pricing
  • Attractive to Strategic partnership
  • Draws potential co-branding or licensing candidates
  • Generates loyalty
  • Gives power when negotiating
  • No-cost, effective public relations and marketing tool
  • Offers quality assurance and reduced risk
  • Customers are forgiving in a crisis period

Guidelines of Building Global Brands

  • Build a strong home base
  • Focus on entering international competitive markets
  • Select right partners
  • Leverage on co-branding and foreign distributors strength
  • Focus on niche marketing
  • Create a solid platform
  • Innovate to be relevant and meaningful
  • Tailor your product/service to local conditions
  • Ensure consistent brand strategy
  • Appoint local companies to develop culturally appropriate and sensitive marketing campaign

Building a Global Business on the Web

  • Know your audience
  • Seek ways to provide services or information that reinforces brands
  • Provide feedback loops so consumers comment on the website
  • Personalize the site rather than just customize it
  • Always deliver that is promised
  • Develop a consistent content strategy
  • Create an engaging experience