Brand globalization involves more than attractive packaging in a choice of languages. We have to consider campaigns that suit different cultures and an information management system that handles content character sets unique to each territory.
As point-of-sale activities involve multi-ethnic employees, resellers and consumers, maintaining equivalent levels of brand awareness while operating in many locations around the world, is a highly complex process. At the heart of Global Branding is an effective system that develops, manages and distributes information in multi-language and multi-directional formats.
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Multicultural, Multi-format
When brands go global, traditional processes that could once deal separately with publicity information, product literature and employee training, simply will not work. Because in each territory, companies would need to fulfill licensing and filing regulations, publicity, marketing and technical literature before products could reach prospective consumers. As products roll into their markets, response management systems are needed to track brand awareness, publicity impact, sales strategy and performances.
Add up the information required for each item in the product lines, multiply by the number of markets and we can imagine the volume and complexity of information to be managed. As we leverage the Internet to communicate, disseminate information and process orders, global brand management will surpass an even wider spectrum of media development processes.
Global Branding involves the management of publicity and product information distributed on paper, viewed on screen or downloaded from websites. The respective information, though on different platforms, is inter-related and has to be addressed as one single campaign. Without the appropriate facilities, resources and procedures in place, Global Branding is frustrating and costly.
In a global environment, demands placed on language, technology and market intelligence are complex. Peripherals to be integrated with other peripherals must have appropriate instructions for its optimal usage. User interfaces, software menus and printouts must be tested and certified for usability across multiple IT applications and platforms.
At IPPWORLD, we help clients strategize and align business information to suit the cultural and linguistic conventions of specific markets. Our support includes pre- and post-development activities, data warehousing and document logistics. Whether in front-end consulting or back-end partnership, IPPWORLD can help improve efficiency and return-on-investment.
