Reference no: EM133735635
Question: What makes a successful global brand?
The global brand consultancy Interbrand, which publishes the annual Best Global Brands, highlights ten internal and external factors that lead to global brand success.
Those factors are:
Internal Factors
1. Direction - a clear purpose for the brand with a defined culture and values, as well a plan to deliver
2. Empathy - the degree to which the brand is in tune with customers' & stakeholders' needs, beliefs & desires
3. Alignment - the degree to which the whole organization is pulling in the same direction on strategy
4. Agility - speed to market in the face of opportunity or challenge
External Factors
Distinctiveness - uniquely ownable assets and experiences, difficult to replicate, remembered by customers
Participation - the degree to which the brand draws in customers and partners creating a sense of dialogue, involvement, collaboration
Coherence - the degree to which the customer's interactions remain authentic to the brand's narrative and feel
Presence - the degree to which the brand feels omnipresent to relevant audiences in a positive way
Affinity - the degree to which customers feel a positive connection to the brand based on functional and emotional benefits
Trust - the extent to which the brand delivers on high customer expectations and is perceived to act with integrity
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