One of the challenges manufacturers face today, and one that has been taking more and more importance and weight in the business strategy of companies, is the fact that the presence should now be fully global. Brands must now face the world and not only to their immediate or natural market because everything has been done in recent times that the world is more global and more relative borders.
E-commerce has changed how buying and has made the geographical location of seller and purchaser increasingly irrelevant. Having, to shops that send shipping products around the world, as with the online bookstore The Book Depository. Consumers, as explained a few years ago the then innovative theory of the long tail (and today one of the elements that are taken for granted when it comes to internet), are no longer those who are closer necessarily, but those who they are interested in that particular product sold. It is not the only change that has imposed the evolution and technological change. Internet has made the presence of the brand, which generates the contents and to its reputation is something global, because information travels faster than ever and is more available than ever. Anyone can know what happens anywhere in the world with a few clicks.
In addition, if the environment forces to be more global than ever, brands will have to be and will have to bet on creating a more global presence. Now the whole world is your potential market and the world is a potential risk to its brand image. Brands are global, but the risks are too. This change in the situation in which companies move makes these have to worry about new issues and new potential risks. In fact, as explained in an analysis of BizReport, this new field has created three major risk factors for the image of the brand and for survival that did not exist.
Brand control is more complex than ever
One of the golden rules for all mark when creating a sound strategy to reach consumers is to create a corporate identity and be faithful to the principles that shape it. A brand decides how you want to be and is then true to its principles, mostly because those are the values and elements that differentiate it from all other brands on the market. Being true to an identity and principles was always difficult. The fact that brands now have to be true to some identity globally makes things even more difficult.
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As explained by an expert to BizReport, in a global world brands have to build global brands that get the consumer confidence anywhere, forcing them to maintain the same standards of quality and brand consistency in all regions they operate. Hotels in a chain must be the same here or in Kuala Lumpur and the features that make up what makes them different to the competition must be in both scenarios. This is a sticking point, because you have to be able to make sure that this is happening as well. The brand managers have to control a larger scale than ever.
To this is added that in the emerging environment and increasingly influential content marketing, companies must be able to send the same content to everyone, investing in translation and being able to ensure that what is being translating is being done well. This fact makes the production of content even more complex than it already is.
But as much control established generally should not forget the local
One of the risks that could run brands (and many run) is to hold the first point and forget a rather obvious element. As much as the brand is global and as much as you want to be equal in all markets (and should be), it is specific and each market has its own characteristics that make it different. In the conquest of the world and creating a global brand, not lose sight of the power of the local. “Global organizations of all sizes and from all industries collide in understanding linguistic distinctions: when KFC led China, for example, its” as good as scrumptious “translated inadvertently as” eat your fingers’ “says Peggy Chen, senior director of product marketing at SDL.
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The risks of translation is one of the common problems that face marks, but not alone. Each market has its favorite products, channels with more weight or their local characteristics that make the approach to them should be slightly different. Brands have to consider all these changes, adding cultural and customs issues, to understand that what may work in the United States do not necessarily do so in India or Spain (and vice versa) and that each market requires specific attention.
Brands have to be able to create campaigns and global brands with universal standards of quality, not lose sight of the specific.
We must never lose sight of the operational elements
Finally, brands must not lose sight of the more tangible elements, less subjective issues such as brand identity. In this conquest of the global market also play items related to operations, such as taking into account the local time, the devices most commonly used in each market, language to offer services or products or issues payment to create an offer that really connect with local consumers.
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