When expanding into a new market, it is important to determine how it is different than the home-culture. Will the new market be receptive to the product as-is or do changes need to be made? How do you market the product? A starting point is Hofstede’s Cultural Insights, where you can compare the Power Insight, […]
The way a brand is perceived is important to its success. Research was conducted by Harvard Business School and market research company Research International to determine the three characteristics consumers associate with global brands. Quality signal, global myth, and social responsibility were found to the key factors of global branding. Quality Signal Success is perceived […]
The Coronavirus has presented immense challenges for companies. Global branding has caused companies to adapt their strategies and operations. With an ambiguous time frame, companies must make changes that will enforce their image, values, marketing, and operations. Companies must begin to present with empathy and transparency In such uncertain times, clarity and empathy must be […]
Retailing, or the activities that involve selling commodities directly to consumers, has been around for centuries. People have made a living bartering, marketing, and selling their goods for a very long time, but there is great opportunity that presents itself to modern retailers that has not been available to the same retailers from the recent […]
TikTok, the Chinese video-sharing social media platform, seemingly exploded out of nowhere. The app currently has over 2 billion users worldwide, 60% of which are between 13-24 years old. And yet, TikTok is only being used by 4% of social media marketers. There is a reason brands are apprehensive to enter this massive digital space. […]