GLOBAL BRANDING in the 1980 was influenced by a famous Harvard Business Review Article,

“The globalization of markets.” The article argued that companies should leverage the “economics of simplicity”

And sell standardized products around the global. The benefits were lower cost and consistence customer communication.

Day by day global branding is becoming a bigger challenge, because it is no longer to isolate a brand and its reputation.

Created an excellent strategy for your brand in one local market, only to realize that the rest of the world has access

To that same local communication .This exposure destroy any possibility of separating local branding  strategy from your global branding

Strategy.

When COCA COLA selected Australia as the test market for the first non-coca-cola drink it had launched in years. Most of the world watched experiment

And almost as many people participated in the experiment from outside the test market. This might very well have been the strategy’s intention.

However, if the objective was to test a new product in the local market, the strategy clearly failed.

But global communication is more or less forcing brand builders around the world to adjust their approaches. They are having to forego the strategy that provides local

Marketing teams with full autonomy. So how should we handle the brand challenge?

First of all, the local brand is not dead. But some of the activities that are used to promote it are now obsolete.

Separate local branding activities for global brand building activities on the promotional side, as MCDONALD”S has done. Ronald McDonalds is the key in store promotional figure.

The five ‘C’ of global branding

1. Communication building familiarity and relevance to consumer is only achieved through effective communication of the brand message. Foster’s spreads its brand

Message through promotional programs, sponsorship and public relation.

2. Consistency global consistency in brand packaging and advertising image portrayal, in both above and below-the-line programs, builds upon the brands strengths.

3. Continuity brand equity is enhanced by long-term marketing programs to ensure cumulative build overtime.

4. Co-opretion brand could be successful through the co-operative arrangements with partners.

5.control tightly controls the brand and its image to manage, protect and grow the brand equity worldwide.