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Intro….Will talk about internationalizing your brand but first want to explain what a brand is and what are the benefits of a strong brand, for companies of any size.
This is true for large companies as well as small ones.
My experience with topic comes largely from my corporate experience, including almost a decade at New York Life, #70 on the Fortune 100 list and one of the oldest brands in the US.Responsible for the NYL brand outside the US, Part of EMC of NYLI—a $2 billion business with 25,000 employees in 10 emerging markets—reporting to CEO. This also made me sensitive to the balance of asset allocation in a complex organization.While I was involved in well-funded corporate branding efforts out of NYC, my job required me to build NYL brand in markets where it was unknown and with slim resources derived—almost exclusively—from locally-generated revenues.
Strong brands – 6 attributes:Drive consumer choiceFacilitate corporate decision-makingAttract & retain talentPromote innovationPromote longevityProvide financial value
Brands promote a virtuous cycle1. Brands need to stay relevant in front of consumers; 2. Increase in Research and Development (R&D); 3. Product improvements; 4. Enhanced brand attributes; 5. Must be communicated to consumers; 6. Increased exposure for the brandAn excellent example is Samsung, which spends about 7% of revenues on R&D and 5% of revenues on communications.
Coca Cola is more than 120 years old. This longevity has allowed the company to expand into every market in the world.HSBC is more than 140 years old.Nestle-145-yrs, BMW-96 yrs.New York Life is 165 years old.
This quote shows that the understanding of brand value has been around for a long time. But only recently has it begun to be measured in a systematic way.Began in the 1980s, during the big merger boom when acquiring companies needed to account for the large premiums they were paying over the book value of target companies. Book value only took tangible assets into account.
The CEO of Quaker Oats was ahead of his time. Until recently, most companies measured their value in tangible assets.Today, we realize that corporate value is in the intangibles
Procesoparasalir de fronteraConsolidacioninternaInvestigarel peso de la marcapaisConocimiento del mercado (research)Plan de comunicacion (comocomunicar)
Once you have defined your brand you need to communicate it. Begin with your internal audiences.Make your employees champions of your brand.
Conocer los medios en los mercados –
On the other hand, there are some instances of countries whose national image has been helped by a company or an industry, like Finland, which did not have a strong brand image in international markets until Nokia. Now the country is known for technology and, increasingly, for having perhaps the world’s best education system.)
All responsible governments and regional administrations, on behalf of their people, their institutions and their companies, need to discover what the world’s perception of their place is, and to develop a strategy for managing it.
What can you afford?
Communications is not about printing brochures or launching an advertising spot. It is about building and nurturing relationships with all your stakeholders.