Global Branding: Blueprint for Building Brand Equity in Overseas Markets
June 14, 2012
Hosted by Té Revesz
So you’ve established strong brand equity and have a solid share of your home market; now it’s time to expand overseas. Whether you have a company seeking to enter the U.S., or an American firm eyeing Europe, Asia or Latin America, how do you introduce your brand into a new market and a new culture? My guest, Alan Klein, from the Marketing Agency Paris New York, will lay out a roadmap to creating a successful global brand expansion strategy. With examples drawn from work with 50+ clients in over 20 countries, we’ll talk about the essential elements of a successful plan—and the hurdles that could bar your way. How do you determine what brand attributes can be “exported” and which need to be adapted? Should you go it alone? What are common mistakes even experienced companies make? Is success in one country predictive? Why different doesn’t mean less sophisticated. What is the cost of arrogance? Can low cost pay-only-for-results advertising be a game changer?
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We are all operating in a dynamic global marketplace, whether we reach across borders to find new customers and fresh ideas or face overseas competitors in our home market.
Global Reach embraces the opportunities and challenges we encounter when operating in multiple countries and cultures. We talk with entrepreneurs and executives about their strategies for winning in fast changing world markets: cross-cultural communication, global branding, media and marketing, transportation and manufacturing, the future of finance, alternative investment strategies, innovation and IP protection.
Global Reach interviews thought leaders about 21st century megatrends that impact international entities: trends like the business and politics of sustainability, the morphing nature of competitiveness, globalization, global companies vs national governments, worldview and growth prescriptions, emerging markets issues, and the corporate impact on society (governance, ethics and leadership).
Té Revesz is known for her ability to conduct strategic research on a global basis and for her creativity in handling complex business challenges.
As principal of GlobalReach-SBI, a research and consulting firm with a network spanning over 60 countries, Té provides clients with strategic intelligence on market opportunities and threats. She covers such diverse areas as global branding, new product development, payment cards, clinical trials, and political risk. An expert in primary research, Té has interviewed business, government and labor leaders, doctors and technical experts—and managed focus groups—around the world. She was profiled in Super Searchers Go to the Source as one of the top US interviewers.
Prior to founding her own firm, Té headed the Industrial & Healthcare Practices of FIND's Strategic Consulting & Research Group and taught at the Zicklin School of Business (Baruch/CUNY). She was the Editor of Business International’s flagship newsletter and helped create its country risk service.
An NYC native, Té is active with Citizen Action, the URJ’s Commission on Social Action, and NY Neighbors for American Values (defending religious freedom, diversity and equality). She holds a Masters from Columbia’s School of International & Public Affairs and a BA from Goucher College. She’s an avid bike rider, theater buff and farmers market supporter—and the bemused owner of 2 demanding felines.