Best practice in global marketing
Considering launching in a new country? Considering measures to counter threats to your existing brand? Then this article is for you...
There are many similarities between launching a brand in a new country and revitalizing an old brand, but there is one important difference. Entering a new country represents an opportunity to grow the brand. Revitalization usually happens because there is a strong threat that the brand will disappear otherwise. Perhaps this is why some companies appear to forget the basics of branding when expanding their geographic footprint, whereas successful revitalizations result from rigorous research and creative marketing. The stakes are high in both cases, but only in the latter do people truly fear the results of failure.
Read on.
