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1、ManagingGlobalBrands forEconomicProsperityWhyGlobalBrandsMatterTransferofcultureandideasacrossbordersEconomicenginesofgrowthCreatejobsImprovethelivesofpeopleInstilltrustandconfidence1GlobalizationChallengesGlobalizationofcommerceandmediacreatesamarketplacedividednotbynationalbordersbut“
2、culturalneighborhoods.”Balancingglobalbrandintegritywithlocalculturalauthenticity.Brandswithouta“localtouch”areperceivedas“foreigners”.Culturallyrelevantbrandsperformbettereverywhere—bothintheU.S.andaroundtheworld.Howyoumanageyourbrandwilldetermineitssuccessorfailureintheglobalmarketpla
3、ce.2Source:RoperASW,July2003TheShiftingLandscape ofGlobalBrandingPresentsseriousimplicationsforAmericancompaniesabroad:Risingnationalism:increasingnumbersofglobalconsumershavegrown“wary”ofAmericancultureEconomicuncertainty:ofnearly40leadingglobalbrands,11ofthetop12Americanmultinationals
4、sawtheirbrandpowerdecline;9non-AmericanbrandsexperiencedimprovedratingsCorporatescandals:Inrankingthetrust-levelofleadingcompaniesworldwide,thestudyfoundAmericanorganizationsdominatingthebottomofthelist.3TheWorld’s10Most ValuableBrandsRankBrand2006BrandValue(Billions)1Coca-Cola$67.02Mic
5、rosoft56.93IBM56.24GE48.95Intel32.36Nokia30.17Toyota27.98Disney27.89McDonald’s27.510Mercedes-Benz21.8Data:InterbrandCorp.,JPMorganChase,Citigroup,MorganStanleySource:BusinessWeek,August7,20064TheBiggestGainersReflectNewBreedofCompaniesRankBrand2005Brand Value(Billions)2006Brand Value(Bi
6、llions)PercentChange24Google$8.46$12.38+46%91Starbucks2.583.10+20%47E-Bay5.706.76+18%69Motorola3.884.57+18%75Hyundai3.484.08+17%Data:InterbrandCorp.,JPMorganChase,Citigroup,MorganStanleySource:BusinessWeek,August7,20065WhatIsABrand?“Abrandisaname,term,sign,symbol,ordesign,oracombination
7、ofthem,intendedtoidentifythegoodsorservicesofonesellerorgroupofsellersandtodifferentiatethemfromthoseofcompetition.”AmericanMarketingAssociation7WhatIsABrand?AssetthatdrivespremiumpricingandfuturecashflowsSignalofqualityandatrustmarkShorthandwayofsimplifyingcomplexitywhenmaking
