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Branding strategies and marketing mix have entered a new era and every day each company is trying new technique to establish its brand value. Although, each brand tries a different approach to establish its value, nevertheless, there are few branding techniques that are popular world wide. These techniques are adopted worldwide and give same results irrespective of place, people, cultural background, demographics, etc.
Experiential marketing strategy has given spectacular results worldwide. The world’s top brand is Google with a brand value of $66,434 million adopts viral marketing as its main marketing tool. Amazon, Apple, LEGO, Harley Davidson are others who have been generating word of mouth with their blogs. Blogs for these companies are not maintained by their owners but people are talking about them, fans of Harley Davidson are readily talking about their experiences and are all ready to give an advice to fellow blogger. Slowly, the consumers are driving the market and making news. EBay is yet anther example after Amazon that has established itself because of a branded customer experience. Even those who may have never shopped from or sold at eBay know about it. The main reason being, they know someone who had had a great experience at the website.
Franchisees are flourishing in United States and in most part of the worlds. Each day they account for more and more retails sales all across the world. Subway is celebrating a global reputation since past 40 years of quick restaurant service offering fresh, tasty, healthier alternative to traditionally fatty fast foods. The main branding strategy of Subway has been designed after keeping in mind that it needs to be transfered through franchises.
Another trend for branding success is to adopt to the cultures to sell more. Google, MSN, Yahoo, eBay, UPS, DHL, Citibank, all have websites and their landing pages which are country specific. It is important to offer local news, local feel as per the culture and pieces of information that affect the people locally. Offers from Citibank in US would hardly matter to those in Singapore or in England. Similarly, MSN news from US or UK would be of little interest in Malaysia or UAE. All these websites have their homepages customized which are exclusively country specific.
Customer is the king. Companies specifically address customer specific issues. Supermarket aisles are laden with multiple options for the same product. Pringles, Lays, Uncle Chipps all compete within the same segment but all each has rolled out an option for people with choices of tomato, onions, cheese or plain salted flavors. They brands have marked their presence and hold a strong presence worldwide. Starbucks creates the beverage as per the consumer choice. Nike allows you to design your own shoe online.
Negative PR also stands to create a wave and makes a long lasting impression. Big Brother for racist comments on its show, Wal-Mart and Nike for abuse of foreign workers, Call centers across the shores, all hold out on Negative PR.
The product should be more than just a showpiece on the supermarket shelves. Now the companies should have a cause or they must have a stand on the issue. No matter what you think of Fox News but you have a fairly good idea where it stands on issues. Ben & Jerry’s is more than an ice-cream. The company has a cause thus it has a brand value.
Quick Tip: There is no one shortcut to create world wide brand. Let the consumer experience the brand and offer him a customized product. Negative PR can also act as one of your branding strategies.
