example, develop global brands (using the same brand name
for a product or service worldwide) or endorse local country
brands with the corporate brand or logo, thus establishing a
common image and identity across country markets.""/>
The Global Brand
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The Global Brand
"A firm can, for
example, develop global brands (using the same brand name
for a product or service worldwide) or endorse local country
brands with the corporate brand or logo, thus establishing a
common image and identity across country markets."
Curated by John Bristow
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Brooklyn: The Brand

Brooklyn: The Brand | The Global Brand | Scoop.it
How the borough — with its local, back-to-the-basics lifestyle — morphed from landmass to global phenomenon. (Brooklyn goes global and becomes a cool brand. That's fab!
John Bristow's insight:

Incredibly interesting article about the phenomenon of an area being a brand. This brand influencing MANY brands in all forms. Makes me think about how brands/names can be interpreted in different regions though. What does that brand mean in that country? 

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Bùi Nghĩa Dũng's comment, March 21, 2013 3:31 AM
Region brand has several meanings, play some roles in processing of branding as marketer expected. One of the benefit i like is that "Regional brands contribute to development of sustainable tourism as they enable tourists to find their bearing when shopping in tourist regions. They also provide an alternative to the “consumer style” tourism, not only thanks to local products but also due to promotion and education that accompany branding. Buying local products and using local raw materials also reduce environmental burden because the transport distances are much shorter. Branded products, their promotion and sale, and perhaps a possibility to meet the producers in person and visit workshops or farms strengthen the region’s attractiveness for tourists, form its character and have a positive impact on perceiving the region as a whole."
John Bristow's comment, March 21, 2013 4:53 PM
I agree! That is a really good benefit/outcome of regional branding in a POSITIVE way but also I can see the same benefit/outcome being negative. If the producer/company was Coke for instance, the regional brand in the area that they are manufacturing is actually quite damaged because the local people resent Coke's presence due to their treatment of workers/other economic issues that have arisen from such issues (eg. water prices > coke prices ...).
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Bank It

Bank It | The Global Brand | Scoop.it
John Bristow's insight:

A perfect example of global branding strategy is Lloyds TSB and the National Bank of New Zealand. Lloyds TSB is a retail bank, established in the United Kingdom in 1995: this bank was created by a merger from Lloyds bank which had existed since 1765. Lloyds TSB, when creating National Bank, decided to use similiar branding for the bank. If you look at the two banks you will see similarities - the use of the green, the font and, arguably most strongly represented, the black stallion. 

 

A strategy such as this gives their international brand a sense of cohesion between the parent company when expanding to other markets. It can be very important for companies, when expanding into new markets, to have a strategy that takes into account the regional/national market they are moving into. Lloyds TSB could have just opened in New Zealand under the same name however, they decided that it was better to expand with a bank that 'represented' the country/region they were expanding into. However, maintaining such key similarities in brand they are able to establish that "common image and identity across country markets" that is described by Douglas, S., Craig, C., and Nijssen, E (2001) in their journal article 'Executive Insights: Integrating Branding Strategy Across Markets: Building International Brand Architecture'. 

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