Why a brand’s name matters in global branding
When a company’s name comes up in international marketing, that company’s brand is instantly identified.
The company’s logo is always on the cover of newspapers, television shows and magazines, and it’s often used in corporate social responsibility efforts around the world.
But what’s the meaning behind the brand name?
It’s not just about the product, but also its identity.
“The name has to have a lot of meaning,” says Dr. Mark Czeperes, a branding expert and senior vice president at consulting firm KPMG.
“That’s a core part of the brand.”
If your company’s only product is a tattoo, it may be a good idea to avoid a generic brand name.
A generic brand may not fit your company and could create confusion, he says.
“If your brand is generic and has no connection to anything specific, it’s not going to work.”
If you want to use your company name in a brand, try a brand that reflects the brand’s global identity.
The Global Branding Institute has compiled a list of the top 10 global brands with the most global reach.
Brands that do not fit the global brand’s vision or values may be able to use the brand to reach out to more people in the developing world.
A good starting point would be to think about the brand as something you would like to wear to work or school or social gatherings.
Brands with a strong and lasting brand image also need to be well-known in their respective countries.
“For example, Nike has a strong brand in Japan,” says Czepes.
But the brand needs to be recognizable to the world.” “
We want to give them a brand identity that reflects their global vision.
But the brand needs to be recognizable to the world.”
What to look for in a global brand name Why is it important?
“The brand’s identity should be relevant to the global audience,” says KPMM’s Czepps.
“It should not be an afterthought or a footnote.
It should be important for your brand’s brand identity.”
The global brand is not just for the products but also for the way people relate to your brand.
“You want to put yourself in the shoes of people who know you, who are familiar with your brand and have heard your brand in a way that they’ve never heard it before,” says Randal Schwartz, president of The Brand Institute.
“A brand can have a global reach that goes beyond the product.
The global appeal can also be reflected in the products.
Think about your clothing, for example, or the way you make a living.
That’s a brand you can’t just make a few changes and be successful with.”
A global brand should have a recognizable brand identity.
If your brand has a generic name or logo that’s not relevant to your product, that’s an issue.
For example, if you make clothes with a generic label, your product won’t sell well.
“When you create a generic company, you’re trying to do a global thing, and the world’s brand and its identity is going to be affected by that,” says Schwartz.
“Even if you’re doing a good job, you still need to make sure that you’re recognizable.”
A good example of a generic business name is J. Crew.
The brand was founded in 1947 in New York City and is now the world leader in men’s fashion.
But it has a global footprint.
Crew brand is so well known in Asia that it’s a household name in Australia, Singapore and India.
“This is a brand brand in Asia and you can tell from the way they use the word brand that it has global reach,” Schwartz says.
If you have a brand name that’s different from your product or services, you may not be able use it in your marketing.
“Brand identity matters,” says Livia Maresca, a global branding expert at marketing agency A+E Worldwide.
“In a global setting, if your brand doesn’t have a universal appeal, you might not be successful in that market.”
If there’s no clear global brand identity, brands might look to the names of regional brands that have been around for a while.
The brands on the list include Datsun and Nissan.
If there are no regional brands, then you might need to consider a national brand.
But don’t assume your brand name has been around forever.
It may have evolved over time, Schwartz says, and that might be one reason brands are reluctant to use it.
“There’s no such thing as a brand forever,” says Mareska.
“As your brand becomes more global, you have to decide what it means to you.”
Brand awareness is also a key element.
“Brands need to have strong brand identities,” says A+e Worldwide’s Schwartz.
Brands need to stand out.
If they don’t, they could be overlooked in marketing efforts.
“They need to connect with people on a global level, and this can