Re: The Internet - Is it globalizing brands?

From: Steven Carlson <steve_at_isys.hu>
Date: Mon, 9 Aug 1999 11:41:34 -0500 (CDT)

LARRY RAUBACH WROTE:
>the internet, with its global reach, is likely to cause
>more companies to globalize their brands - specifically
>their positioning and communications.

What does it mean to 'globalize' a brand?

Let's agree on one thing: just because Company A has a
website available to any of 150 million users around the
world *doesn't* mean they are effectively communicating
their brand on a global scale. That should be obvious by
now, but many people still seem to fall for this myth.

What is a brand? Borrowing from Ogilvy and Mather:

'A product is tangible; it has physical attributes,
including features, functionality, color, size and price. A
brand is a composite of how consumers feel about a product,
the personality they attribute to it, the trust they place
in it. It is the relationship between the product and its
user, the total experience a consumer has with the product.'

The fact is, there are few truly global brands, and it takes
more than just the Internet. Coke, McDonalds, Marlboro and
others all have local offices employing local people and the
advertising generally gets a local or regional spin.

The net can be a fantastic tool for building a brand, but
the net alone will not suffice.


Steven Carlson
Online Europe moderator

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Received on Mon Aug 09 1999 - 12:29:28 CDT