Corporate Branding and Globalization Essay

Introduction sphericalization can be said to be an increase pattern of macrocosmwide interconnectivity that has led to a striking number of contrasting perceptions emanating from cultural differences. With increasing globalization, the world appears to fool become a much small place, resulting in the amalgamation of cultures as well as greater sensitivity towards cultural differences. There be varied kinds of differences relative to minority rights, religious movements and gender and identity politics. However, the global marketplace is characterized with an unending fighting for competitive gain, which has cookd the need for global organizations to constantly keep finding upstart ways of attaining and sustaining their advantages in such a competitive surround. The main thrust behind such abilities is efficient corporate defecting because by their real nature, posts have the potential to classify differentiation in pertinent and convincing ways. This ability has compete a study role in distinguishing global brands such as Coca Cola, Dell and Unilever. This newsprint reflects on the role played by corporate brand in contemporary forms of globalization.Main tree trunkGiven that the current business environment is becoming increasingly intense, the leadership status of any pop and well established company can change overnight because just enjoying a competitive advantage is no longer sufficient in the current global business environment. The main de preconditioninant for consistent development and growth is the ability to sustain competitive advantage. Time is known to play a major role in this regard because while many companies could be digesting on adopting the latest engineering and innovations, others would have moved up to higher takes. This aspect becomes more grievous in placement of the liberal numbers of organizations that ar struggling to remain afloat in a turbulent business environment. The entirely solution is to adopt an e ffective corporate branding strategy. A brand cannot be said to be a product or trade mark or any kindof advertising because these elements practice in achieving the main objective of establishing a competitive brand. Marketing experts believe that corporate branding is the up-to-dateness of the twenty-first century and must be uniquely strategized in order to get the required outcomes.A global organization that can constantly deliver such promises stands to gain in establishing long term relationships, which results in spawning goodwill and good reputation. In the contemporary globalization context, the brand promise is conveyed finished the brand strategy and conveyed by means of the brand personality. It is necessary to establish appeal, distinctiveness and clarity in elongated association with the supremacy of the brand. In determining the issues that affect corporate branding amongst international organizations, it is important to analyse the characteristics of successful international brands. It is apparent that globally successful brands do not focus on play up their products or services but aim at selling specific concepts. For usage, Coca Cola sells frail drinks but in different parts of the globe its products are perceived more with a disposition of enjoyment. Dell adopts the same strategy and does not focus on selling its computers but on what is do possible with its products.Similarly, McDonalds, which is the biggest and fastest growing restaurant chain in the world, does not focus on describing the qualities of its provender items but on promising unique experiences to consumers. McDonalds branding strategy is a true example of giving credence to the cultural practices prevalent in its different market segments. Although it sells pork in some(prenominal)(prenominal) of its restaurant arrange across the world, it does not do so in the Middle East in respecting the cultural and religious beliefs of local people. Similarly, in India, wh ere majority of the population is vegetarian, McDonald does not sell beef products. Emirates, which is amongst the worlds leading airlines, focuses on selling its service instead of highlighting other aspects of its products. All these global organizations share common branding characteristics that can be emulated by organizations striving to expand globally. The prime focus has to be on adopting an appropriate branding strategy.The main considerations in making strategies and plans in a globalized environment pertain to evaluating the operating model of the organizational structure and to create a branding strategy that appeals to the inherent and external environments. By mobilizing a leadership team with international experience, the organization can effectively set and integrate branding relevant to the given segment and location. This is evident from the practices of companies such as Starbucks and Nike that emphasize on all aspects of business except marketing. This strategy is particularly important in deregulated global supply chains because firms have to be careful about the link between politics and money that have been impacting eve the policies of the World Trade Organization (Pieterse, 1996). Brand based campaigns are known to have rattled their various(prenominal) corporate targets, in many instances making organizations to change their policies. In this regard, Klein (2002) has given the example of three brand campaigns that are noteworthy in having deeply impacted consumers perceptions.These brand campaigns pertained to the Swoosh, the Shell and the Arches that developed tactics in making use of courts to enforce adoption of transparent practices by corporations. They also used internet in bypassing the conventional media systems and hence proved to be revolutionary in impacting the potential of political engagements (Klein, 2002). According to Rantanen (2004), the media plays an important role in the globalization process although he does not assert that the media is the only aspect that matters in globalization. He holds that through their individual media activities, people indirectly contribute to the process of globalization because such media activities have a strong bearing on the creation of social practices. From this perspective, it appears that the branding strategies of multinational organizations addressed through the media can impact the business performance of these firms because culture that is established through the impact of media will create preferences for the publicise goods and services.The objective of multinational corporations in using the media for their branding objectives is to ensure that people in new market segments become aware of the products through advertising campaigns that associate their social and cultural practices with the benefits and satisfaction accruing from the advertised products. Pieterse (2000) has raised the issue of whether globalization involves the creation of a p attern towards sympathetic integration. In fact, it is true that increasing levels of interrelationships have resulted because of globalization, which has created a shrinking world.This in turn has led to the overall widening of the extent of human cooperation because of the creation of common interests and preferences that have been made possible through the influx of products and services introduced by multinational corporations in different parts of the world. The same product is introduced in new markets with different branding strategies that are related with local cultural and social practices, thus creating a link between consumers in several parts of the world, although the motivation to buy such products varies in different parts of the world. This difference arises primarily because of branding strategies of multinational companies.ConclusionIt is apparent that in the current volatility that characterizes global businesses, branding plays a very important role by addressi ng the needs of consumers in different parts of the world in charge with their social and cultural practices. Companies with strong brands thus prove to be more resistant to global sparing fluctuations in being able to provide high levels of demand predictability and higher level of reliability and constancy in forecasting. Such companies are characterized with having a consistent flow of revenues and profit, which allows them to predict higher returns for their stakeholders. In view of these circumstances, brands can be considered as any other asset, which can account for a given level of profitability in producing good results for stakeholders.ReferencesKlein, N. A. 2002. Tale of Three logos The Swoosh, the Shell and the Arches in No Logo No Space, No Choice, No Jobs, Picador Pieterse, Jan Nederveen. 2000. Globalization and Human Integration We are all Migrants, Elsevier, Volume 32, departure 5, Pages 385398 Pieterse, Jan Nederveen. 1996. Globalization and Culture Three Parad igms, Economic and Political Weekly, Vol. 31, No.23, pp.1389-1393 Rantanen, Terhi. 2004. The Media and Globalization, Sage