VOL. 0057 – FLORIDA, WEDNESDAY, JUNE 05, 2024
Juan F. Arjona Harry
President & CEO Strategee
Some brands have geographical limitations of action, for being local, or because the products in the future will not have any interest in globalization. But discounting these cases that are specific and limited from the origin of the activity of the corporation, the reality is that almost every brand should be based considering the potential of globalization that they can have.
No one argues the power of a global brand, since the more users / consumers / customers of the brand, the more valuable the brand is. Owning a valuable brand is a goal of any corporation and there are lots of resources invested heavily in order to position the brand as the best option in a category.
Here are exhibited what conditions or requirements indicate the potential of globalization of a brand:
The brand belongs to a category that solves an everyday necessity.
The brand is measured against global brands.
The brand belongs to a corporation which is intended to be global.
The brand has been designed with a structure that respects values, expressions, names or meanings in any language in any country.
The brand has been able to identify the optimal level of satisfaction of the need to be met by its portfolio of products.
The brand on its naming has been designed on an English expression platform which allows it to benefit from the power of the U.S. Westernization.
The brand continues parameters in terms of product performance and innovation, indicated by entities or determination metrology and quality standards and recognized leaders in the world.
The brand adopts an innovation process that covers all segments of the country's market.
The brand is a leader in respect for the environment, communities and socially responsible.
The brand presents leadership actions (which are recognized by some entity of global visibility).
The brand is managed by an ethnic diverse marketing team and works under the collaborative marketing approach.
The trademark was registered legally in all countries.
The brand has already made the transition to mega-brand to be extended to other product categories.
The brand has chosen a higher universal value for their communication process, which is highly practiced worldwide.
The brand is one of the top three of the category in its country of origin. To globalize a brand is necessary to meet several stages before considering intensive and extensive processes of global communication. For this will always be valuable to define an orthodox construction process to guide it smoothly in the process of globalization.