Branding is the process of communicating a unique, or differential, sales proposition that differentiates a product or service from the competition. Some examples of branding techniques include the use of logos, slogans, jingles, or mascots. An example of a product brand could be Mountain Dew. Mountain Dew has its own name, color, voice and personality.
You can recognize the brand even when the generic product isn't even there. We can easily say that Apple is one of the most successful brands of our generation. No matter where you go, everyone has heard of your brand and they associate it with high-end products, unique designs, brilliant stores and great employees. Undoubtedly, their customer service is worth mentioning because, although they have opted for a single strategy for all, the protocol of each of their stores around the world is adapted to local tastes.
They look the same in all locations, but their content on the Apple site is carefully translated and localized for international audiences. There's no way we can talk about a global brand without mentioning Coca-Cola. They are veterans of this business and have shown us how consistent quality and excellent marketing strategies can keep the same product on the throne for decades. In the 1980s and 1990s, when the company was a newcomer to the world stage, the standardization of products and messages provoked a violent reaction against US imperialism.
For that reason, in 2000, Coca-Cola introduced its “think local, act local” marketing strategy to increase local awareness. That has only made this brand stronger and has helped them become one of the most famous brands in the world. Who would have thought that we would be willing to stay at a stranger's house and still confidently pay for accommodation to strangers from all over the world? Well, the acclaimed global brand of Airbnb has managed to convince us that this is something we should do. Its dedicated location department has made its services accessible worldwide and its captivating storytelling has proven to be essential for developing trust and a sense of community between hosts and travelers.
The marketing director developed AirBnB's global strategy, which has allowed the company to extend its brand to more than 190 countries. Ikea tends to keep the same items, but room sets vary from store to store to suit local traditions. For example, in Japan, they will have tatami mats, which is a traditional Japanese floor covering. They have reinvented the way we shop by creating a completely new concept for the whole family.
Success: This global brand has abruptly appeared and has taken the market by storm by understanding people's transportation needs and filling the gap between taxis and private drivers. Uber reduced the hassle of finding transportation quickly by creating an online application that easily connects us to a driver from anywhere in the world. According to Brand Finance, Amazon has officially replaced Google as the world's most valuable brand. Its ranking of 500 people shows how obsessed the world is with digital, since technology represents the same amount of value as telecommunications, retail and cars combined.
They took advantage of the digital era and made the most of it. As a world leader in beauty, L'Oréal is present in 130 countries on five continents. Its mission is to provide the best and most innovative cosmetic products to women and men all over the world. The brand also shows great respect for diversity, which only makes them even more attractive to people from different countries.
While brands are generally intangible, we often associate things such as products and names with brands. Examples include Apple, Nike, Coca-Cola, Advil and Tylenol. This is the moment when the brand joins the associations. Co-branding is when more than 2 company brands are connected by the same product.
For example, Uber and Spotify partnered on the “soundtrack for your trip” campaign, which offers users of both applications a better ridesharing experience by allowing them to be the DJs of their trips. In keeping with this philosophy, Brandless, a company that seeks to make quality food affordable, emphasizes its lack of branding as a way of demonstrating to customers that they don't have to pay a cent more than necessary for “branded” foods. If done well, a brand translates into an increase in sales not only of the specific product being sold, but also of other products sold by the same company. You've probably heard of the term marking, used by ranchers, who used to mark their livestock as a form of identification.
They can be a great example and a lesson for everyone who decides to be brave enough to establish themselves as a global brand. Coca-Cola brought a personal touch and inspired kindness that few have been able to achieve by replacing its trademark cursive brand with the names of its customers. Every time a major tragedy (a natural disaster) occurs in a region, the Coca-Cola brand helps the inhabitants of the disaster and makes reasonable recovery efforts. If there's a cause you believe in with all your heart, maybe you can channel it into your brand strategy.
But what are you marking? Are you a real estate developer with ongoing projects in 18 different cities? Do you sell any really specific products, such as homemade bedspreads or rubber ducks with tuxedos?. They fostered the company's brand image by adding a personalized rewards system through mobile applications. While every brand must do everything possible not to alienate its customers, the service brand goes one step further; it focuses specifically on adding perceived value to customer service and uses this as its sales pitch. Branding is the process of assigning characteristics and properties inside and outside of an offer to provide that generic offer with an identity that helps it to be recognized and differentiated in the market.
Now director of content at Tailor Brands, Kira Goldring began her marketing career when she was 17 handing out flyers on the streets of New York. Also known as an “internet brand”, this type of brand refers to how you position your company (or yourself) online. Coca-Cola is a world-famous soft drink company that shows an excellent example of how solidarity causes can contribute to the colossal and global recognition of the brand. .
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