The Strategy of Global Branding and Brand Equity

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Ensuring that your output shares the same language, tone and opinions removes any confusion, allowing your audience to form easy associations with your content. Design is visual communication. How you use colour, shapes and font or organise elements on a website page, email campaign or even a product package will dictate whether or not your brand is perceived as valuable. How you package your brand affects how your brand is perceived and interpreted. Bad design has the adverse effect - just watch this insightful spoof:.

In the same way beauty is in the eye of the beholder, all value is perceived value. To give meaning to your brand:. Content can demonstrate thought leadership to your audience, helping to build trust, as well as delight customers into becoming loyal brand advocates. Content that adds value to your brand must be about quality for your audience, not quantity for your company.

The Strategy of Global Branding and Brand Equity

So, how do you keep your content focused on adding value for the customer? Tailored content is the start of a long term relationship. If you continually produce content that interests leads and customers, you can keep them coming back to your brand and build loyalty. Customers are your best allies when it comes to strengthening a brand.

In the end, brand value comes down to distinction: your ability to set your brand apart in the industry. You have to be able to tell a better story and it has to be consistent across all marketing channels to remain strong.


Everyone in the company is responsible for developing a strong brand. However, it is your responsibility as a marketer to communicate that value to the mindful consumer who goes in search of a strong, high value brand they want to be a part of.

The Lure of Global Branding

How to strengthen your brand with your marketing strategy. Topic clusters: how pub gigs can turn into sold-out stadium shows. How we work: designing tech company logos.

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How to do marketing How to strengthen your brand with your marketing strategy. The benefits of building a good brand Brand equity is the perception customers have of your products and services based on what they think of your brand. The mindful consumer In his TED talk, ' The post-crisis consumer' , John Gerzema asserts that buyers are no longer in retreat as they were during the economic crisis , but have become what he refers to as mindful consumers.

In the search for value, they consider factors like: Research. Social proof.

Sharing Insights and Best Practices

The mindful consumer looks to online reviews, peer recommendations and social media profiles for evidence of a well-liked product. Identity and preference. Customers are mindful of a relationship between their purchase decisions and their identity. They are looking to make a purchase decision which suits their personal brand. Brand experience also affects consumer satisfaction and loyalty; it allows the brand to sell products at a premium and to create competitive entry barriers. Experiential branding is a process by which brands create and drive sensory interactions with consumers in all aspects of the brand experience to emotionally influence their preferences and to actively shape their perceptions of the brand.

Interactions involve communication, brand space, and product and service elements. These elements work together to affect brand equity. How does brand experience build brand equity? The customer will then form a brand evaluation and perception based on these interactions. Various experiential branding methods impact different dimensions of brand equity, which must be carefully considered by marketers or brand managers when utilizing these methods. In this article we will discuss the four dimensions of brand equity, and provide specific examples of experiential branding for each one, in order to discover how this creative branding activity can be used successfully.

Differentiation: Perceived distinctiveness of the brand. It is the degree to which consumers find a brand unique. In recent years, companies like Nokia, Apple, Barbie, and Gucci have opened flagship stores in China to provide more consumer-brand interaction opportunities. It became a hot spot in Shanghai very quickly, with thousands of girls now visiting the store every day. The branded experiences provided by the Barbie store will undoubtedly serve to differentiate the brand from others. Flagship stores are one way that companies can connect and interact with customers to participate in experiential branding.

Relevance: Personal appropriateness of the brand. Relevance refers to how meaningful a brand is to their target consumers. Relevant brands are both appropriate and appealing. Niche and growing brands may choose to focus first on differentiation and then on relevance, whereas leading brands will excel on all four dimensions.

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From insights to action: read it in our monthly newsletter. Adidas Brand Center in Beijing is both experiential and meaningful for customers, so it contributes to brand relevance. Esteem measures the degree to which the target audiences regard and respect a brand—in short, how well it is liked. When companies grow larger and become more mature, brand esteem becomes more and more important. Today, companies often use indirect experiential branding methods to build brand esteem.

One way to do this is through the Internet and social networking websites. With the recent popularity of social networking services SNS such as Facebook, Twitter, Kaixin, Renren, and many more, forward-thinking companies place their brand inconspicuously in the pages, games, and posts, of these sites. SNS websites are a new media which stimulate increased interaction with users.

Brands, media agencies, and organizations have used different approaches to connect with the community and target its netizens. An impressive and representative case is Lohas juice. Knowledge determines whether there is a true understanding of what a brand stands for. Brand awareness is a sub-component of knowledge. Positive and accurate understanding of the brand amongst target consumers results in brand loyalty.

However, it is not enough for a brand to tell consumers what their brand means, they have to show them, and what better way to do this than through brand experience.

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  5. This is what Nokia is doing with its global customer service and experience center in Shanghai, which opened in August, The center provides hardware repair and software services to users of its mobile phones. The Shanghai experience center is a place for customers to learn more about their Nokia cellphones and experience what Nokia brand stands for.

    Helping their customers develop a deep and comprehensive understanding of their company will help Nokia consolidate their customer loyalty and brand equity. As mentioned above, experiential branding, a creative branding process through customer experience, contributes to brand differentiation, esteem, relevance, and knowledge, and therefore is an effective way to build brands. Through interactive technologies, innovative retail spaces, and indirect online brand communication methods, consumers can now see, touch, hear, taste, and smell brands in ways they never could before.

    Flashy advertising and price-slashing product promotions are often not sustainable methods for brand building. Experiential branding, with the objective of building brand equity, has emerged as a promising and viable alternative. Also Read: Labbrand creates olfactive identity for DS.

    Brand equity

    Create a unique brand experience for your target consumers. For more information, please contact global labbrand. Josko Brakus, J.