Global Brand Building and Management – Challenges and Opportunities

Choong Whan Park

July 7, 2022

Global Brand Building and Management

In this article, I’ll discuss challenges and opportunities in global brand building and management. Some issues include the need for a nuanced approach, the danger of rigid frameworks, and the need for market research. I’ll also explain why this is essential to building a global brand. And last, I’ll discuss why the importance of market research cannot be underestimated. So read on if you’re ready to take the next step in global brand building and management!

Challenges of global brand building and management

Successful global brands should be able to balance the need to be consistent with the freedom to adapt—a brand without the freedom to adapt risks being obsolete. At the same time, adaptability should not dilute the brand’s core values or diminish its equity. To be successful, global brand managers must continually evaluate the scope and content of their strategy, vision, and core mission. Here are the critical challenges of global brand management. Listed below are some tips for managing global brands effectively.

Creating a global brand team can be a daunting task. First, a global brand team must have a strong and cohesive communication system so that managers in different countries can know what is working and what isn’t. In addition, teams must be creative and anticipate various challenges in execution. Finally, a global brand team should be able to build strong brands in each market that they serve. However, this is not always easy.

Need for a nuanced approach

In this context, a severe global brand marketer should ask: “How can I take a more nuanced approach to global branding?” It’s a complex question that has to be addressed in more detail, considering that brand management has become increasingly complex with the growth of organizational structures and the complexity of brand portfolios. However, proven brand management techniques can manage and mitigate this complexity.

Importance of market research

Market research is crucial to a global brand management strategy. It helps you understand consumer perceptions of a product, determine how to position yourself in the market, and gauge the strength and weaknesses of competitors. Market research is generally classified into two categories: primary and secondary. Primary research involves collecting data on consumers, demographics, and market trends. Secondary research, on the other hand, involves gathering data from various sources.

Research should be an ongoing process. Market research can help determine the best features of a product, price points, and promotional methods. It can help businesses avoid making mistakes and stay on message. By collecting data, businesses can improve their products and services and deliver them successfully to the market. For example, research can tell a company whether a marketing strategy will increase sales or improve customer satisfaction. It can also reveal trends in the market and identify problems.