The Must Do’s Of Branding Mrr Ebook

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Chapter 17 --- Think Globally

There is a limited amount of space for your brand to grow in your home country. Do not fall into the trap that many brands do and start expanding because your brand has reached a plateau in its category. You must think bigger than your home country think globally. Think about being a consumer, how often has just the word imported made you take a second look at a brand. This happens so much that countries are known for certain products. Are not Swiss watches seen as the best or Japanese automobile seen as more reliable, and does not the best wine come from France and beer from Germany? This might not be the case, but when consumers hear these countries names and products it is what the majority of them believe.

Consumers would think the total opposite if you were trying to sell cars from El Salvador, wine from Zimbabwe, watches from Mongolia, and beer from Fiji. These countries have no history of producing quality products so consumers would look at those products as inferior and would likely stay away from them.

To be able to be successful in the global market, there are some factors that will help you get there. Ideally, your brand will be the first in its category to go global, giving you all the same advantages of being first into the category in your home country. You will also want your brand to be a fit into the countries into which you want to expand. This will take some time and research on your part, so it behooves you to get started right away once you know that your brand is a hit in your home country. If you are a company that makes winter clothing, you will not be successful if you try to expand into Jamaica, not a good fit.

Thinking globally should be in your mind when you are coming up with the name of your brand and product. English is the second most used language across the globe so it is best to use it for your product and logo. The most people speak Chinese, but most of them are in China. When thinking of the name for your product and brand it is important that you think about going globally, you do not want the name to mean one thing in English and another thing in another language, perhaps something that could be taken as offensive in a country that you are expanding into. Giving brands and product names in English as already been adopted by countries that do not even speak the language as their mother tongue. Diesel jeans come from Italy, and Red Bull, which sound like an all-American beverage comes from Austria.

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