The best brands are global symbols that evoke visceral, emotional responses from consumers. Owens Corning Director of Marketing Karen Strauss is connecting consumers and building a global community on the company's Web site. Using quarterly NetSeminars, Manager of Corporate Advertising Bob Kennedy extends AMD's brand and values through customer service and Web technology. There's more to the spacesuit ad than consumer demographics, however. Intel's ability to promote its own brand name in another company's advertisements is a marketing department's dream.
Many companies are no longer content with being a well-recognized name in one country.
Instead, companies are seeking to build brand awareness from customers in both Kutztown and Kuala Lumpur. Straw says global branding campaigns have accelerated in the past several years, as different geographic regions gradually blend into one worldwide market. And technology, such as the Internet, has helped global branding considerably. After all, a Web site essentially gives a company a global presence, and a global direct marketing campaign via e-mail is a lot simpler than dealing with the postal regulations of dozens of countries. Building name recognition worldwide requires an advertising and marketing game plan that stresses consistency.