Globalising a brand means to use standardised global advertising and global marketing strategies. This is usually done in order to gain your brand recognition on a global scale, regardless of the country and culture. If a brand is global, they will use very similar, if not the exact same, branding across all countries in order to ensure the brand’s core values are consistent across all markets. Using a creative brand agency could assist in successfully branding your company globally and the below advantages can come from this.
Marketing globally helps to improve the effectiveness of a brand’s services and products. The bigger the company, the more effective it can be at creating improved, high-quality products. Due to a global brand having income on a larger scale, more market research can be done to target audiences when designing and marketing products.
If a brand is global, customers across the world become more informed of what the company offers. With the internet now being as useful as it is, customers can be educated on the brand with a simple click of a button. This also allows more interaction and communication between the brand and its customers, enforcing closer bonds and greater customer satisfaction.
A brand becomes significantly more competitive the second it takes the leap from a national to a global scale. The company will be deemed by many as a leading brand and will, therefore, trust the brand more than a national one. Also, the company themselves can adapt to the variety of customers’ demands all over the world and to match global trends.
However, there are many risks that come with globalising your brand. The predominant issue is that of ensuring your intended messages are consistent to all nationalities and cultures. Below we have a list of a multitude of examples in which a brand has not done their homework when going global, with obviously disastrous results.
Global Branding Gone Wrong
“Turn it Loose” was once Coors’ slogan. However, when they translated it into Spanish it equivalated to having diarrhoea. This shows that when globalising a brand, make sure to research what your slogan translates to in other languages. This could have put off potential Spanish customers and lowering their reputation.
Colgate decided to launch a toothpaste in France which was named “Cue”. Shockingly, Colgate hadn’t realised that this was the name of a French adult magazine. When globalising a brand, it is not just translations you should be concerned about. Be aware of the names of companies or groups in that country – their names may not directly translate to what you’re saying but natives of a certain country may be familiar with your choice of words in a completely different context.
This one is a bit different but appalling at the same time. Gerber marketed their baby food in America and included a baby on the label. However, due to the fact that many Ethiopians can’t read, products often have images on the packaging of what the food includes. This goes to show that you should research different countries’ marketing methods before globalising your brand.