In Praise of the Single Name Global Brand: You too can build it.

Brand strategy 2Written by Chipo Mapungwana

The Iphone, Coca cola, BMW, Rihanna, Hertz, Yahoo, GAP, Guinness ….. most of us recognise these brand names. They are after all, global brands that are found in many countries. We recognise them because it  is now  common practice  for companies to create a  global brand name for  their international products. Creating a brand that is recognisable the world over is not an easy task, but it is a task that can nevertheless be accomplished. Apple, Face Book, Google, ZARA, Malibu cream, are just a few of the many examples of brands that have been built-in the past ten years ,and that have internationalized and have come to be recognised as global brands. So, while it does take creativity, strategizing, implementation and  a lot of hard work , creating global brands is not the preserve of a few companies, but can be done by any organisation which sets its corporate mind to it.

In your quest to move your brand from your region or country, into  international  markets, here is why a single brand name will benefit your company.

  • As global tourism develops , it will be a disadvantage to your brand if it has a different name in different countries. Your familiar  brand name creates a comfort zone for your travelling customers as they are able to find  your products in other countries. Seeing the queues of people from different countries queuing outside a McDonald’s in South Africa is a sign that this is an international brand that is recognised across  the globe. While single name brands  are more advantageous for certain types of products than others, the main advantage is that of synergy. An Iphone by any other name will not have the same impact.


  • The more that international media channels develop, the greater the opportunities  they provide  for the single name brand.  Global advertising  channels  are on the increase   and are being used  by global brands to reach  their international customers. There are real opportunities  for world wide  coverage that are provided by  such events as  the Grand slam tennis, World cup soccer, the Olympic games , Masters golf tournaments and so on. While the cost of sponsoring such  events  maybe  astronomical  only global brands  have international customer presence to justify the expenditure.


  • When a brand goes international, it can benefit from the internationalization services of global retailers brought on by  the international  extension of their outlets. The brand  escapes  the stranglehold  of local distribution through globalisation.


  • The single name international  brand eases  the process  of brand extension for a company. The worldwide  single  brand name allows  the company to capitalise  on its own  name sooner  than normal  since the brand  acquires  a wider international presence and awareness and ….if  the products and services  make  an impact, a corresponding  reputation. The goodwill achieved by   the single  name brand  on a world-wide  scale provides  a priceless lever  for entering other markets.


  • Consumer more readily  trust international brands. It is not surprising that many global brands succeed. Consumers believe that global brands  are more  trustworthy because they  have been tried and tested in many markets.


  • Many customers’ self- concept is built by the things that they own and global brands play a big role in enhancing this self-concept. Many customers who are concerned about image and self-perception will spend money on pricy global luxury brands because this enhances  the way that they feel about themselves and the way that they want to be perceived by their peers.

What to do to build your global brand.

  1. Invest heavily in research and development to build products and services that have global quality standards.
  2. Invest in more efficient production  and operational processes  for your company, to reduce your operating costs.
  3. Create a brand name that has universal appeal.
  4. Thoroughly research  your global competitors  and understand their operations, products, distribution channels and marketing strategy.
  5. Research your markets  and understand their macro and micro environments, the population demographics, cultures, regulatory environments,  and the trading environments pertaining to your products in those markets.
  6. Understand the barriers to  entry in your target markets and develop a market entry  strategy  that will make  your business viable in those markets.
  7. Create a global marketing communication strategy that appeals to the global market segments you are trying to attract.
  8. Find an internationally renowned, experienced communication and advertising agency or staff  to handle your global marketing communication.

For Marketing communication strategies contact Chipo on



About chipomaps

A brand reputation, marketing and new media trainer and consultant. Constantly curious, constantly learning.
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