Define and analyse the key features of global brands. What strategies Essay

Define and analyse the key features of spherical patsys. What strategies should global brands adopt to be roaring internationall - Essay ExampleThe paper comprehensively explores the features of global brands along with the strategies adopted by successful global brands. 2. Features and strategies of successful global brands Various lists of top global brands assume been accomplished. Companies much(prenominal) as coca plant Cola, Sony, Microsoft, Google and IBM have since long been ranked as the top global firms. Managers are, therefore, confronted with the question of what features distinguish successful global brands from the rest? According to one study, various factors have been identified. Firstly, close to all successful global brands have dominant gross sales positions in their home market (Quelch, 1999). Even though these companies may be hot internationally, it is the home market sales that form their backbone. Secondly, global brands, by definition, are recognize in almost every part of the world and have at least some sales in these areas (Quelch, 1999). In other words, global brands achieve a geographical balance as far as their sales are concerned. ... Next, global brands must have consistency as far as their brand date and positioning is concerned. In other words, they must be perceived in a similar stylus by customers and must not have conflicting images in customers minds. For instance, Disney connotes identical family determine across the universe (Quelch, 1999). Furthermore, most successful global brands have the same brand name as their somatic name. Although exceptions exist, this schema allows such firms to gain greater awareness and stronger and consistent brand identity across the globe. However, global corporate giants such as Unilever and P&G could practically not use a single brand name owing to the myriad of brands under their umbrella. Next, most global brands are known for making something or being associated with a single product category. For instance, Microsoft is best known for its Windows software, Coca Cola has been associated with the Coke drinking and Phillip Morris has been associated with cigarettes. Even, companies such as Samsung that have diversified their product offerings may stand holistically for product categories such as electronics. Finally, the country of origin effect plays a crucial role in making brands global (Pharr, 2005). Brands such as Mc Donalds or Marlboro, for instance, reflect the American lifestyle and customer values of Americans. These values in turn drive greater brand loyalty towards the brand. This is exactly where global brands become recognized by virtue of their association with customers of a particular (home) country. For instance, Japanese electronics, French perfumes and German cars all sleep with country of origin effect (Quelch, 1999). Consistency in brand image of global brands is quintessential to write a coherent marketing message across the