Know-How Exchange : Branding

The thing that interests me most about global branding is how local it is...and how complex. One thing you might consider is pursuing the three basic areas of marketing--strategic, tactical, operational--and map out in detail all the planning, execution, translations, technology, quality control, results analysis and modifications required to market uniquely and effectively country-by-country. . . and that would apply to promotion, packaging, press, etc.

To get some ideas, you might contact a few companies involved in global marketing: Talk to the Brand managers to see what their challenges are.

Also, review some international marketing case studies to see what businesses/brands had to overcome and how they handled it.

An interesting one for me is how to best create and manage a brand equity/imagery for a single product when dealing with multiple countries, cultures, competitive sets and even usage situations:
- What degree of local customization is necessary/desired when developing a globally-accessible brand? (Think product positioning, formulation, packaging, marketing activities, etc.)
- What are the benefits and trade-offs between being highly-locally tailored versus having a consistent look, feel and identity across markets?
- At what point on that continuum is it worthwhile to create separate brands?
- Does this vary by category?
- etc.

Good luck!
-Steve Udell

aszka,

Here are my thoughts concerning your query on global brands and advertising.

Research and write about something you care about. I will give you some ideas to get you thinking.

What are you really interested in, something that has a lot of meaning to you?

Practically anything you can think of is sold or advertised in a specific way. Go to the library (or look online) and read a Financial Times, Wall Street Journal, The Economist or Time and you will discover something happening somewhere that is shocking or amazing and business (sales or marketing) is at the core of it.

Perhaps you are interested in preserving our environment. A cause and effect situation could be addressed in your thesis. Maybe show how an industry sells itself and operates to present a good image and be a good citizen but in reality isn't always a good corporate citizen -- pollution, overpricing?? Are their possible remedies -- what might they be?

Aszka, do you like animals? Are you concerned about animals' welfare?

Historians have documented that humans could not exist if they didn't have the help and companionship of animals. Destruction of forests and other natural habitats and mass construction are changing the balance of nature and causing many animals to lose their homes (such as koalas, raccoons and beavers to name a few). You could address the pros and cons of construction coming into pristine areas and rainforests -- the ramifications of building offices and houses in or near geographic areas formerly allocated for wildlife, flora and fauna.

Hope this helps you come up with ideas for a great thesis.

Corpcommer - MC