The Importance Of Global Branding

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Task 3:
Global branding can allow for the brand extension to spread risk, reach stronger position, and get high profits return (Riezebos, 2003). However, it is hard to achieve ‘brands that travel well’ in another country (Macrae, 1991). Figure 3 shows international branding strategy, there are nine brand-related aspects that need the global brand to consider. Since the SMEs are flexible and the scale of SMEs is small, so SMEs especially need to pay attention to communication strategy, tone of voice, sales promotion, media strategy, and distribution strategy to quickly adapt to the local market.
Figure 3: International branding strategy (Riezebos, 2003)

Firstly, communicate with the young generation is a challenge for the Private White VC.
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Global brands may produce and locate in many different countries, which help to take advantages of easier to enter the new market and lower costs (Pecotich & Ward, 2007). Therefore, the Private White V.C should expand to a global brand to gain more profit opportunities, growth potential, and quality but low price materials. There are three ways to move into the global market. Firstly, as the figure 3 shows, Riezebos (2003) shows a mixed of international branding strategy. SMEs not only need to adapt to local, but also need to standardize to achieve successful global brand. Secondly, the online shop is a good place to contact with the global market and know different customer needs from different markets. Thirdly, find a brand partner is also a good way to enter the new market, which can reduce the risk of language, culture, and social. What’s more, there are four characteristics to ensure to be a successful global brand (Quelch, 2007). Firstly, the same positioning worldwide, which means the same value and quality in the global market. Secondly, concentrate on one product category to strengthen brand advantage. Thirdly, equal treatment for global memberships. The last one is building corporate social responsibility. The customer expects the company to care for the environment and solve the world’s problem to sustainable

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