Source: Gerd Altmann, www.pixelio.de
Author: Carla Sager
How comes that the three letters “I B M” are today worth 70 Billion$ according to Interbrand’s ranking?
To achieve an internationally reputed brand value is truly not easy and requires a sound global strategy, e.g. outlined nicely by MarketingWeek.
A pre-requirement for going global must be based on a successful performance in the home market and a consistent brand culture. A pure global brand strategy focuses on creating a sole brand concept applicable to all markets independently of national or local differences. The main advantage of a global brand strategy is the international expansion with a unique performance or appearance which provides valuable financial advantages for the brand owners.
Stephen Woodford, chairman and CEO at DDB UK mentioned “Brands that don’t adopt a borderless approach risk becoming marginalized”, therefore marketers need to reconsider the term “glocal”. Digital media doesn’t have borders, especially not with social media. The main Global Marketing task is to understand that there are driving and restraining forces affecting global integration and that the marketing approach must be both global and local.
IBM’s and other successful global brands’ recipe lie in the ability to be both global and local, leveraging global scale and local relevance.