Strategy

How “global ready” is your brand? Are your brand’s attributes and positioning optimized for the various local cultures and markets around the world? Is your brand promise as relevant in Shangai as it is in Sacramento? If you want to get the greatest impact from your marketing and advertising expenditures, having a global-ready brand is essential.

The SPECTRUM™ Global Brand Assessment helps you determine the global-readiness of your brand, and your organization’s ability to support it..

• SPECTRUM™ Global Brand Assessment
• Cultural Consulting

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SPECTRUM™ Global Brand Assessment

How “global ready” is your brand? Are your brand’s attributes and positioning optimized for the various local cultures and markets around the world? Is your brand promise as relevant in Shangai as it is in Sacramento? If you want to get the greatest impact from your marketing and advertising expenditures, having a global-ready brand is essential.

The SPECTRUM™ Global Brand Assessment helps you determine the global-readiness of your brand, and your organization’s ability to support it..

How the Assessment Works

We start by evaluating several key elements of your brand from a global perspective:

• promise
• values
• visual identity system
• emotional benefits
• core attributes

We then create a Global Brand Value Map. Based on your target markets, consumers, and cultures we create a map depicting the brand’s culture-driven values that are globally shared and those that are unique to the local market or culture. Using the map, we work with you to ensure your global value proposition is strategically aligned and supported by effective local positionings for each culture or market in which you operate.

Finally, we review the operational aspects of the global brand promise to ensure your organization is able to deliver. We work with you to create an execution plan that to supports your desired customerexperience—from initial brand contact through the product/service life cycle.

The Final Report

The final deliverable is the SPECTRUM™ Global Brand Assessment Final Report, a summary of all findings and strategic recommendations. This assessment will serve as road map for deploying your global brand strategy in your target languages, markets and media.

To learn more about our SPECTRUM™ Global Brand Assessment, contact us*.