BOOK TITLE: “Branding across Borders

Author:             James .r. Gregory With Jack G. Wiechmann

Reviewer:         Nze Eunice Onyinyechi

Publisher:        Mcgraw Hill, Two Penn Plaza, New York

No of Pages:   232

The book provides organizations with insights on strategies for developing global brands. It is n 12 chapters.

The author opened by explaining that brands are not just fast moving consumer goods but includes services, identifying a common dilemma as how to decentralize business decisions to meet the needs of a local market, while promoting the corporate brand globally.

The book posits that the CEO must be the steward of the global brand and the global communication is a two way street. The need to hear and understand the messages of other cultures is as important as articulating your own company’s values and vision.

In chapter two, Gregory writes on the need to make your company known and respected as a way of getting foreign markets to accept your brand. Global branding is an international marketing oriented communications platform.

His seven steps to a global brand are: research corporate constituencies, understand your business, advance the vision, release the power, set up communication infrastructure, include employees in the message mix and measure the performance.

The third chapter dwells on how corporate communications directly impacts on corporate image and brand recognition which in turn helps develop preference and sales. Corporate and or global image is an important strategic factor that needs to be properly managed if shareholder value is to be maximized.

The fourth chapter reiterates that globalization involves more than selling or producing abroad. The problem of language, culture, and legal issues must be resolved. Sometimes, global branding rules are often ignored on local levels but with strong relationships between corporate headquarters and local managers, branding program will work in every locale and situation.

In the next chapter, Gregory writes that as the CEO, you must be the bridge between the resource of able, creative employees and the company’s customers, investors and suppliers.

The importance of website is stressed by the author in the following chapter, where he states that the website is a reflection of everything the brand and the company represent. It’s where everything comes together including products, services, customer’s support, overall attitude and voice.

In Chapter seven, the author informs that communication’s practices are changing rapidly as markets become more fragmented, audiences more sophisticated, and technologies develop so quickly. He identifies a ten-step strategy for global communications as communications efforts match business plans, global staffing, innovative internal communications, effective mix of media, use of technology with website essential, combination of promotional areas, marketing focus, brand communications, government community and media relations, and right measurement programs. The chapter wraps up with this message: ‘there is no technology or communications channel more powerful or effective in sharing information than face to face interaction. Understand your markets around the world on a country by country basis. It is a rare campaign that can run globally without making some local adjustments.’

Merging and acquisition are discussed in chapter eight. Merger activity he states is frantic, and can be dangerous. Making the brand part of the deal is another way to avoid merger breakdown because the brand is the spirit of the merger, and its value is at the heart of the integration, it should be put to work immediately on the company’s behalf.

In chapter nine, the author writes that companies normally seek directors who were CEOs. Two problems stand in the way of attracting competent non-nationals to the board: the extra time commitment involved and potential language problems thereby reducing the pool.

In chapter ten, Gregory informs that one way a company would lose its brand power is to strike out in a new direction, ignoring its traditional vision, overlooking its hard won corporate brand.

Global brands are easy targets because they are highly visible, can’t run away, and so much depends on the integrity of their brands and reputations.

Multinationals should listen; do no harm, and accept the responsibilities that go with size and wealth.

The next chapter states that large companies can’t afford to have documentation delays and inaccuracies hinder their go-to market strategies. It discusses an on-line library system facilitating the management and distribution of digital media assets called Digital Asset Management (DAM).

In the last chapter, Gregory exposes the three influential drivers of twenty first century economy as: information revolution, birth of exciting new industries, and expansion of global marketplace. Companies that in the past shied away from publicizing their corporate brands now realize that there has to be an understanding of their brands in order to support share price as well as to sell products.

The book rounds up with: the ability to focus on the future rather than dwell on the past is crucial for success in a crucial environment. The company with a vision that can communicate a consistent global corporate brand while outperforming competition in core business and capitalizing on new opportunities is bound to excel.

In all, the book, “branding across borders” is a good book. It reflects the author’s thinking and experience, especially those of global branding. It is not only informative, but also highly readable.