An Enigma to work in Virtual Team in Context of Global Brand Sensitivity and Standing

Abstract

Hundreds of brands just about the world could be described as "global," and hundreds more aspire to the same status. In order to create a global brand position the first step is to identify commonality among your potential audiences. The global brand position, once identified, can then be communicated efficiently to different targets by utilizing customized key messages. “All multinational companies should actively engage in global brand management. Any company that tries to get by with unconnected and directionless local brand strategies will inevitably find mediocrity as its reward. In such cases, an exceptionally talented manager will, on occasion, create a pocket of success. But that success will be isolated and random—hardly a recipe that will produce strong brands around the world.”

But unfortunately for those aspiring global players, there is no one dictatorial method for accomplishment on the world stage. Culture, economic circumstances and government regulation all vary by country and all exert influence on the evolution of a brand, especially when a brand is managed locally rather than globally (that is, out of a centralized or corporate office).  As a result, a global brand may obvious itself differently in different parts of the world. The packaging, the product formulation, the advertising, and sometimes (though rarely these days) even the name might vary. One branding factor has taken on increased significance as the world simultaneously grows larger for brands (as new markets open) and smaller for consumers (as new technology allows news and entertainment to cross borders in real time). That factor is the brand's positioning. The motive of this research paper is to analyze the variety of brands and its status in the global market.