Global Branding -- No Branding Before Sufficient Sales

Overview

"Everyone is talking about global branding these days, as a follow - up on globalization. We need to be careful how we use the word "global". So often it is used to mean that a company can sell anywhere in the world. But that is not what counts: sales count, and sales only occur when the market is aware of a company's product or service. There is a world of difference between using the words "global" and "international" in a company name and its marketing/communication versus actually developing the markets in other countries, one by one. Branding is an issue that is country-dependent: a company may be quite well known in one country, and totally unknown in another country. Thus the issue of branding has to be tied to a country- specific way of thinking. "

More detail see the article following the link below
http://jobfunctions.bnet.com/abstract.aspx?scname=Brand+Strategy&docid=57932