FOR IMMEDIATE RELEASE Media
Contact: Cameron Tew
Product Branding: Companies Lean Toward a Global Approach
CHAPEL HILL -- April 19,
2005 — Coke, McDonald’s, Nike. Around the world, anyone
who sees the Golden Arches or the Swoosh knows what they mean.
But how do other companies achieve such a consistent brand
Research conducted by the Business Excellence Board, a service
of Best Practices, LLC, examines how marketing managers choose between a global
or more regional approach for their products.
Among the reasons cited by marketing and brand experts to be
need to drive down marketing costs by creating a single message instead of
researching what would work best in each country.
global branding approach forces a company to find its
most vital, impacting and universal themes to promote about a brand.
ability to achieve a rapid and unified product launch.
Companies that choose to market regionally or locally cited
the following reasons for this tact:
The need to respond to local market needs and
address cultural and language differences.
Must comply with specific regulatory/legal
An intention to encourage local autonomy and
innovation among its marketing and branding groups
A white paper detailing “Global Branding: Achieving
Consistent Brand Identity & Positioning” can be found at. http://www.best-in-class.com/br53.htm
Research conducted for Business Excellence Board members
revealed many new insights about how companies decide how to position their
brands on the market. In the
pharmaceutical and consumer product fields, more companies choose a global
branding approach than in years past. Of the pharmaceutical executives
interviewed, 88 percent said that they have increased their global governance.
Sixty percent of consumer product executives said they would choose a global approach
The Business Excellence Board is a research and advisory
service that provides an array of services from access to industry analysts, to
best practices research and focused benchmarking.
Member companies can tap into the Board’s knowledge
resources of benchmarking data and insights for smarter evaluation of strategic
options, more effective resource allocation and better informed
ABOUT BEST PRACTICES, LLC
Best Practices, LLC is a research and consulting firm that
conducts work based on the principle that organizations can chart a course to
superior economic performance by studying the best business practices,
operating tactics and winning strategies of world-class organizations. Visit
the corporate website at http://www.best-in-class.com/