Cases and Strategies of Global Branding: Lessons to Asian Companies
Lucy Hsiao-Hui Tsai
Dr. Hsiao-Cheng Yu
Dr. Grace T.R. Lin
|關鍵字:||品牌;全球品牌;整合行銷傳播;明基;Brand;Global Branding;Integrated Marketing Communications;BenQ|
Facing the impact of global competition, Asian companies are beginning to adapt a more strategic focus by placing more emphasis on branding. As this involves a whole new business strategy, therefore this research endeavors to expound on these issues by focusing on the Asian market environment and provide recommendations on how to build successful Asian brands in the global market. Also, since there is a lack of branding researches for Asian companies, this paper will analyze the branding strategies of four globally recognized companies, along with one developing Taiwanese company, and use these case studies, along with the secondary information collected, to make recommendations to Asian companies on how they can build strong global brands. Basically, the principle of branding is based on satisfying the needs of the consumers. It is important for companies to remember that when building a brand, great care must be taken to insure that its brand image is consistent with its brand identity. A growing number of companies are approaching branding from an integrated marketing communications perspective as it plays a significant role in the process of developing and sustaining brand identity and equity. Corporate thinking in Asia has to stop focusing on short-term profits and concentrate on long-term brand building. From the case studies it can be gathered that the key to a successful brand is to have a clear brand message combined with a clear point of difference. This research also provides useful information for managers in terms of how to build global brands. Long-term branding success will only occur through a planned and well-managed exercise, where the corporate management team knows exactly what the complex drivers behind the brand are and how to manage them. Branding will become the strongest value driver for Asian companies, although it will require a new mindset, resources and capabilities. Nevertheless, Asian companies do possess the potential to play an important part of the global branding battle and ultimately succeed in becoming a truly and globally recognized brand.