Multi-country brands should position themselves consistently across markets only on image attributes that are very important in all of the various countries. For example, brand image attributes related to benevolence or self-direction, which are valued highly in most countries, can be used consistently. Better to be inconsistent (used in certain markets only) with a divisive value such as hedonism or power.
To read the full text on this Idea you will need to log-in or register with the Ideas for Leaders site. Please click here to log-in and here to register for the first time.
If you are a member of one of our Sustainable Leadership Communities you can log-in using your SLC log-in details, with your email prefixed by the community group you are in. eg: uk.jane.fraser@abcgroup.com
Ideas for Leaders is a free-to-access site. If you enjoy our content and find it valuable, please consider subscribing to our Developing Leaders Quarterly publication, this presents academic, business and consultant perspectives on leadership issues either as a digital subscription, or better still in a beautifully produced, small volume delivered to your desk four times a year.
For the less than the price of a coffee a week you can read over 650 summaries of research that cost universities over $1 billion to produce.
Use our Ideas to:
Speak to us on how else you can leverage this content to benefit your organization. info@ideasforleaders.com
