Branding Strategies on International Markets

When a company is planning to enter some international market and is looking for a suitable strategy to brand its products there, it’s always very important to appraise all the nuances in order to make the right decision. There are three possible variations of how to brand your products on the foreign market and you should choose one basic strategy which is most suitable in your particular case.

The strategy of international brand

Company operating in the international market don’t make a broad adaptation of its offers, brands and marketing to different local conditions. So, a brand, designed for domestic market is used on external markets in the same form. Such a strategy is suitable for companies whose brands and products are truly unique and they don’t face any serious competition on foreign markets. For example, Microsoft Corporation.

The strategy of global brand

Company that uses this strategy don’t adapt the concept of branding to possible national differences and use same brand name, logo and slogan all over the world (like Intel Corporation did at the beginning of its operation). Market proposal, brand positioning and communications are identical. So, everything is originally developed for the multinational audience. Branding operations standardization leads to significant economies in terms of investments needed.

The strategy of transnational brand

Company using this strategy develops individual concepts of branding for each of foreign markets it’s interested in. Not only brand name, but also market proposals and marketing events are specially adapted to local conditions. Nevertheless, the concept of corporate brand is quite visible and it works as a framework, which guides local adaptation. So, a brand can be positioned different ways and an appropriate price can be settled and trade policies used. High investments needed to match all local requirements, as well as the absence of benefits of standardization are negative aspects in this case.

Implementation of branding strategy involves certain difficulties. Constant adaptation is important because of changing conditions and dynamic development of the market. In addition, these three main strategies are hardly seen in their purest form in practice. In reality we are dealing with a lot of options and a wide variety of hybrid forms. Nevertheless, these strategies provide a good starting point and help to characterize a general direction of brand strategy.

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Developing a Brand Strategy With Your Blog

If you are blogging to make money it is important to have some type of brand strategy on your site. This will help to boost the clarity of who you are and what you do which will result in an increase your marketing effectiveness. Brand building is a relatively simple process that is most effective when your efforts are consistent and repetitive. On your blog there are 4 simple branding strategies you need to implement and most especially if you are intent on earning an income.

Here are 4 easy to implement strategies you can use when blogging to make money that will increase your marketing effectiveness.

Mission Statement

Stating your reasons for why you blog is something commonly recommended and should be place either within the ‘about author’ section or on a separate page. Your mission statement will set the tempo of things to come on your site and makes visitors aware of what they can expect. This can be considered the cornerstone of your brand building strategy on the site since it clearly conveys your intentions.

Content

The content you place on your blogging platform needs to conform with the ‘intentions’ of your mission statement. The success you achieve will be very dependent upon the quality and consistency of your postings. As far as the consistency is concerned, branding strategies are all reliant upon continually reinforcing the image being developed. The entries published on the site will be a significant ‘tool’ in helping to continually reinforce your brand!

Layout

Calling upon your creative talents here is where you can ‘artfully’ reinforce any image you are wanting to develop. One of the more subtle branding strategies you can use is in the design or layout you choose for your blogging platform. Creating an environment or theme consistent with your image is a terrific subliminal approach to brand building but yet a very important component of your overall strategy. You want the layout to give the ‘look and feel’ of the brand you want to establish!

Logo

Once again a little creativity is needed here by choosing some type of logo, symbol or even a picture that best represents what it is you stand for or how you want to be perceived. The use of your selection here is not limited to the blog itself but can also be used in ‘off site’ branding strategies as well. Email, signature files, newsletters or even viral reports can all be identified with your logo!

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