Boosting awareness for a global brand differs from local marketing, says expert C.W. Park.
LOS ANGELES, CA / ACCESSWIRE / January 20, 2022 / Companies rely on marketing to gain new customers and grow in today's competitive market. Recently, C.W. Park explained differences in advertising a company with a global audience. He has spent more than 50 years in the marketing industry, including writing many books and manuscripts that have been cited more than 27,000 times on Google. He also spent decades building the Global Branding Center at the University of Southern California Marshall School of Business as Director and professor.
New comments on global branding come as more and more brands increase their reach. He notes that taking a brand to a global level opens many doors for increasing brand value. "Companies that go global are usually seen as leaders in the market," C.W. Park explains. "Not only is there are larger opportunity to sell, but the global market also offers a certain status shift. The perception in many markets is that a global brand is high-quality and even a status symbol."
But, he notes, marketing has a new set of challenges for a global company. Some of these include:
Navigating new cultures. "It isn't unusual to be very familiar with our own culture and think of it as the ‘norm,'" he warns. "When working globally, you have to learn how everything is completely different across a border. The perspectives, habits, problems, and needs are all different."
Learning local legislation. Social expectations are different, but so are local laws and regulations. Companies that want to expand across borders have to take a lot of time to thoroughly research a new set of business rules and industry regulations in order to even attempt to build a business, he says.
Researching the economy. Understanding local markets and how your company will impact the economy is a big part of a long-term business plan, C.W. Park says. Some areas are highly protective of their local economy, and people go out of their way to support it.
Building an international team. Connecting with professionals across the globe can make managing a team complex. Language barriers and time differences are just a couple of the challenges that will make global growth harder. While there are many virtual communication tools available, C.W. Park says there will always be that barrier of not being present in the room. He explains that lacking team dynamics can also lead to inconsistencies in the buyer experience and brand image.
In order to succeed in global growth, C.W. Park expresses that a global branding strategy is needed. This strategy should include room for flexibility without neglecting consistency in areas crucial to the brand's essence. While the brand identity must remain strong, there are many smaller elements that may vary slightly due to the culture, taste, needs, and opinions of the local audience. While companies likely have an overarching goal, local divisions are going to have their own KPIs, strategies, and goals in place to address their unique challenges. However, the mission and values should remain the same in any location.
CONTACT:
C.W Park
C. Whan Park
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SOURCE: C. Whan Park