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Developing Your Global Brand: Perspectives
from International Companies
January 22,2009
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What makes a great brand?
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A lot more than a great logo…Consistent
Purposeful
Unique
Connected
In Sync
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Aspirational
Admired
In Sync
VERY Profitable
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Symbols of success
Growth from emerging markets
Pleasure of life
VERY Profitable
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Brand Touch Points
Your Brand is Shaped by Every Customer Experience
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A lot more than making a sale
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Whatever you focus on you will get!
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What makes your brand unique?
For (Target Audience), (Your Company) is the only(Competitive Set) that (Unique Benefit).
Reasons to Believe this:
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An ExampleFor our unique and special guests, Ritz Carlton Hotels is the only luxury hotel which delivers upon their every need cheerfully and discreetly.
Reasons to Believe this:
1. Luxury services to satisfy luxury requirements2 Every employee empowered to handle requests3 No request is “against our policy” 4 Luxury facilities for maximum comfort and pampering
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Why are Brands Important?
Guidepost for decision-making
Maintain consumer focus
Communications driven by it
Company Value