Detecting opportunities and risks to global branding

Date of publication: June 15, 1988


In this paper, we propose that the profitability of global businesses depends on three continual spheres of corporate planning. These are: - Detecting what customer demand exists for new brands in local marketplaces; - Detecting which local marketplaces fit cost-effectively with a company's operations; - Designing optimal added values in brands that comprise global hearts with local faces. Detecting is the simulation of financial results from marketing scenarios - before product development programs are activated. It is the planning stage where a broad range of business possibilities can be scanned iteratively and economically. Designing involves testing of prototype brands under local conditions with the aim of optimising prospective businesses. This paper discusses Detecting and Designing in the context of global branding, and provides some case study examples from NOVACTION's Global Databank.

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