Developing Your Global Brand: Perspectives

from International Companies

January 22,2009

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What makes a great brand?

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A lot more than a great logo…Consistent

Purposeful

Unique

Connected

In Sync

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Aspirational

Admired

In Sync

VERY Profitable

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Symbols of success

Growth from emerging markets

Pleasure of life

VERY Profitable

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Brand Touch Points

Your Brand is Shaped by Every Customer Experience

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A lot more than making a sale

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Whatever you focus on you will get!

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What makes your brand unique?

For (Target Audience), (Your Company) is the only(Competitive Set) that (Unique Benefit).

Reasons to Believe this:

1234

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An ExampleFor our unique and special guests, Ritz Carlton Hotels is the only luxury hotel which delivers upon their every need cheerfully and discreetly.

Reasons to Believe this:

1. Luxury services to satisfy luxury requirements2 Every employee empowered to handle requests3 No request is “against our policy” 4 Luxury facilities for maximum comfort and pampering

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Why are Brands Important?

Guidepost for decision-making

Maintain consumer focus

Communications driven by it

Company Value