What makes a good global brand? Can you think of five features? What are they? Answer that question in a comment for this post.
According to Siegel+Gale, a global branding company, simplicity is one of the key drivers of brand excellence. Click here to download the full 2014 Global Brand Simplicity Index report.
Each year, the firm publishes various Brand Simplicity Indexes. Here are links to its 2014 regional and country ratings, the most recent available:
To learn more about the Global Simplicity Index, take a look at this video.
Many times, companies tinker with their logos, their slogans, and other branded materials. They want to “freshen” things up.
Four recent rebrandings (Gap, Starbucks, Vodafone, and AirBnB) are the subject of a recent analysis by Erik Devaney for HubSpot:
” If you’ve ever been part of a company or worked on a product that’s undergone a rebrand, you know how absolutely crazy it can be. From establishing goals, to iterating on designs, to actually implementing your branding changes on your Web site and across all of your marketing channels, it’s a lot of work.”
“I was part of a rebrand at a startup a few years back. The company at the time was shifting direction and targeting a different audience, so a rebrand made sense. We had to come up with a new name, new logo, new colors … new everything! Needless to say, there were a lot of brainstorms, a lot of late nights, and a lot of general craziness right up until we flipped the switch on the new branding.”
Click the image to read about rebranding at Gap, Starbucks, Vodafone, and AirBnB.
Many domestic Chinese companies want to project a more foreign (exotic) image. So, they have created brands that are not perceived as Chinese.
As reported by Dan Levin for the New York Times:
“Eager to glaze their products with the sheen of international sophistication, many homegrown retail brands have hit upon a similar formula: Choose a non-Chinese name that gives the impression of being foreign. Chrisdien Deny, a retail chain with more than 500 locations across China, sells belts, shoes and clothing with an “Italian style” — and a logo with the same font as Christian Dior’s. Helen Keller, named for the deaf-blind American humanitarian, offers trendy sunglasses and classic spectacles at over 80 stores, with the motto ‘you see the world, the world sees you.’ Frognie Zila, a clothing brand sold in 120 stores in China, boasts that its ‘international’ selection is ‘one of the first choices of successful politicians and businessmen’ and features pictures on its Web site of the Leaning Tower of Pisa and Venetian canals.”
Click the image to read Levin’s full story AND to access a slideshow on Chinese retailers.