Branding refers to process where an organization creates a unique name and image for its products. The main aim of branding is to create market differentiation and consumer loyalty. Global branding occurs to products or services that are well known across the world with regard to a particular organization or company. All multinational organizations undertake global branding for its products. This creates branding opportunities, which generate a competitive advantage, which gives an organization an upper hand over local organizations.
Regional branding markets the qualities of a given region with aspects of cultural heritage, traditional quality products and many more in picture. It promotes rural regions and aid in growth of social, cultural, and environmental economies of the areas due to their natural heritage. Regional branding also covers local individuals like craftsmen, farmers whose skills also open the region to the whole world thus creating an opportunity for them. Regional branding is vital in the tourism sector since tourists easily detect their brand easily once in the regions.
National branding is aimed at building a reputation of a given country. This could be applied with a symbolic value of a given set of products, which makes nations create distinct features attached to the products (Jacqui, 2006).
Most organizations are going global and regional due to several reasons. In the first place, the firms enjoy an advantage associated with the benefits attached global image. This results in the profits margins as a result of benefits from the large economies of scale. Through global and regional branding, there is a crucial creation of a particular global image for a given product or region that no other like it is found. As a result of this aspect, there is a special attachment to the product or service. Organizations with this kind of brand or regions too do not have to incur so many costs in advertising and communication about the product or service due to the distinct brand already in the market.
Organizations too are opting for regional and global brands so as to take advantage of the influences from the country of origin of the brands. It is quite clear that a given products` country of origin influences the way individuals perceive it. Consumers will automatically evaluate a given product or service brand with a special attention attached to the country of origin. Some scholars have been able to establish that brands from Western countries were widely accepted and preferred to those from other countries (Batra, Ramaswamy & Alden 2000). This does not only occur because of quality but also identification with social class. This whole aspect creates perception about brands and superiority.
A good example of an organization that has undertaken global branding is coca-cola. It is a large corporation across the globe but focuses on both small and large communities. The brand has established its name all over by undertaking initiatives to support the communities they dwell in. For instance, coca-cola has built over 650-water installation in Egypt rural area of Beni Suef. Additionally, it has also taken up the task to sponsor the Support My School Initiative in India, which is aimed at improving facilities within the local schools found in the country.
Branding of Barcelona City is another example of regional branding. It is found in Spain Catalonia where it raises an alarm once mentioned everywhere. Its admiration did not come as by the way. It was as a result of hard work and determination.
Batra, R., Ramaswamy, V., & Alden, D. (2000), “Effects of brand local and non local origin on
consumer attitudes in developing countries”, Journal of Consumer psychology, 9, 83-95.
True, Jacqui (2006). “Globalization and Identity”. In Raymond Miller. Globalization and Identity. South Melbourne: Oxford University Press. p. 74. ISBN 978-0-19-558492-9.