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Advice You - How To Build A Global Brand
One of the most exciting efficiencies in business is the Global Brand. A global brand allows tremendous economies of scale, especially in marketing communications investments. However, these economies of scale can only be achieved, if brand impact is not sacrificed in the process.
Doesn’t this seem to be a contradiction in terms? H
Doesn’t this seem to be a contradiction in terms? H
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
ow can Brand, which is typically optimized for a specific market and a specific offering be implemented across widely different countries and work equally hard for all of the markets and for all of the offerings?
After all, countries are different. They have different histories and cultures. So a brand that is designed for one countr
After all, countries are different. They have different histories and cultures. So a brand that is designed for one countr
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
may is typically not suitable for another. Is it at all possible to overcome this problem? How do we build a global brand without making it unsuitable for some markets?
Yes. It is possible. It requires a great deal more discipline, both for developing the brand positioning architecture that is suitable for all countries, and for
Yes. It is possible. It requires a great deal more discipline, both for developing the brand positioning architecture that is suitable for all countries, and for
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
eveloping the brand design elements and brand communications in each country for each product offering. Let us make it difficult, by developing a global positioning for a brand that is associated with such different product offerings in different countries, and support it with brand design elements and brand communications that can ha
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ness local cultural idioms.
The foundation of a global brand positioning must penetrate below all the layers of cultural differences to foundational human values and aspirations. Every global brand architecture has four levels of thrust.
1. The deepest level of thrust is the human (as opposed to local) motivation that can be add
The foundation of a global brand positioning must penetrate below all the layers of cultural differences to foundational human values and aspirations. Every global brand architecture has four levels of thrust.
1. The deepest level of thrust is the human (as opposed to local) motivation that can be add
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
essed by the offering. Let me take an example of a global brand in an up-to-date product category – telecommunications – AT&T. Let’s say we have wireline consumer services, wireless consumer services, and business broadband services. Here’s the crux. We must seek the greatest common human motivation that all telecommuni-cations, ev
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
en all three kinds of telecommunications, can address. We have to leave the product and begin with the customer, whether individuals, or institutions. The greatest single motivation for both individual and institutional telecommunications customers in our time – is to get ahead in a highly competitive environment. Individuals need t
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
get ahead for their own livelihood, because in today’s world, to not advance is to fall back and fall by the wayside. So the deepest level thrust is the most powerful customer benefit, of HELPING CUSTOMERS GET AHEAD.
We call this the strategic customer benefit. Note: it is a customer benefit, NOT a product benefit. Telecommunicati
We call this the strategic customer benefit. Note: it is a customer benefit, NOT a product benefit. Telecommunicati
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
ns, even different kinds of telecommunications, perform a critical function toward getting ahead. We live in a networked reality. Almost everything is accomplished through different people and functions working together toward common goals with information flowing among them. Reliable telecommunications is critical toward getting or
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
delivering more such information sooner – either from those who have it – or to those who need it, respectively. Getting the right information sooner, or delivering the right instruction sooner, are perhaps the most important functions toward getting ahead, whether one is an individual or an institution. This is a universally true an
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
powerful benefit, and can be addressed by all the three kinds of telecommunications product offerings.
2. The second of the four layers of a global brand positioning architecture is the strategic product benefit that contributes most to the strategic customer benefit. In the case of telecommunications, this is clearly reliability
2. The second of the four layers of a global brand positioning architecture is the strategic product benefit that contributes most to the strategic customer benefit. In the case of telecommunications, this is clearly reliability
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
. This is because where there is little or no reliability, the information necessary to get ahead is less likely to be received or delivered, thus compromising performance, and endangering the ability to get ahead. Of course, it is not enough to just claim reliability. The actual telecommunications technology must be reliable; or at
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
least reliable enough keep lost communication of important information down to a minimum. Again, even at this layer, it doesn’t matter whether the product is one kind of telecommunications or another. What is critical is that whatever kind of telecommunications is available, it must actually become reliable, even if it may not yet b
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
fully reliable. As in the case of the deepest layer of customer-motivation based benefit, the second deepest layer of product benefit is also true in all the countries where the company operates.
3. The third of the four layers of a global brand positioning architecture is the actual functional technology that makes the strategi
3. The third of the four layers of a global brand positioning architecture is the actual functional technology that makes the strategi
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
product benefit possible, and may be called the strategic product support. In the case of consumer wireline services, the technology may be a superior fiber network, in the case of consumer wireless, the technology may be a superior switch, and in the case of institutional broadband services, the technology may be superior customer s
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
rvice. Regardless of which country may have one or more of these different telecommunications technologies they will each support the very same strategic product benefit, which in turn will support the very same strategic customer benefit.
4. The last of the four layers of a global brand positioning architecture is the attribute
4. The last of the four layers of a global brand positioning architecture is the attribute
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
that is most uniquely compelling, and which cannot be used by competing telecommunications services. In the case of AT&T, this might be the “global leader in telecommunications”, or something to that effect, that supports the three deeper layers of the positioning architecture in a way that both stands apart, and does so in a way that
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
is unique to this brand of telecommunications.
Together these four layers of the global brand positioning work together but differently in each country, without being inconsistent anywhere, either vertically in chains of causality, or horizontally, in terms of the specific kinds of products being offered in each country.
Of course, t
Together these four layers of the global brand positioning work together but differently in each country, without being inconsistent anywhere, either vertically in chains of causality, or horizontally, in terms of the specific kinds of products being offered in each country.
Of course, t
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
e brand name and design elements must be consistent with the brand character of world leader in telecommunications. However, the actual content and design of all communications, whether in advertising, brochures, or website, will use idioms and situations that based on the local culture, while staying consistent with the global positi
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ning and brand design.
This is how a global brand can be an exquisitely crafted conceptual structure. The language, the metaphors and the situations used in the brand communications may be unique in each market, but the brand positioning architecture, the brand design elements and the brand character remains the same across the world
This is how a global brand can be an exquisitely crafted conceptual structure. The language, the metaphors and the situations used in the brand communications may be unique in each market, but the brand positioning architecture, the brand design elements and the brand character remains the same across the world
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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