Do's & Dont's To Create A Global Brand

In your opinion, what does it take to strongly establish an organization's brand across various countries? What are aspects to consider to build a global brand?
To establish a brand, first we have to get into the brand, their vision, product line, internal working and few steps are very necessary to map the market-
1.Market Size
2.Target consumers
3.Available competition
4.Right channel for flow the products
5.After sales service arrangement

To setup the brand globally, it is very necessary to understand the local consumer behaviour, culture, festivals, liking & disliking, business pattern, and so on, we need to formulate the strategy keeping in mind above all aspects. Also establishing brand internationally, we have to set the branding guild lines, logo usage, branding theme, we have to be consistent in products, branding & all marketing assets. Making a global brand is a lengthy process and there is no shortcut, brand has to rely on their partners and create trust among the channel and consumers.

In current scenario, there are various medium available to check the consumer behaviour, how you can connect with the consumers. It is very necessary to understand the customer choice, communicate with them & make your product convenience to them. In IT Industry, after sales service plays a key role on the brand image, A happy consumer is a best brand ambassador of a brand, a good advertisement can't convince a consumer with compare to a happy consumer communicate with potential buyer. So, after sales service is very important while you are establishing a brand.

What are the steps required to find and retain customers?
1.Market Research: It is a key tool to find the customers, company needs to do market research periodically to check the channel & consumer behaviour and business pattern.

2.Effective Marketing: Brand have to have fool proof product information flow from channel to consumers, your promotions should have clear information about products.

3.Products: Your product needs to be unique, different from competition & up to date to consumer to retain them.

How effective can products achieve the same?
We have to understand a difference between a product and a brand, sometimes even an inferior product sells well under a good brand name while this do not vice-versa in the real world. So, we have to keep working on brand building no matter we do have good product or not.

To setup the brand globally, it is very necessary to understand the local consumer behaviour, culture, festivals, liking & disliking, business pattern, and so on, we need to formulate the strategy keeping in mind above all aspects

Once it's decided to expand the brand, what are the steps to follow to support this while ensuring to maintain consistent brand experience for customers?Expand the brand should be step by step and we can use one place success story to another place or experience of failure to be caution. It is depended upon the market where brand is moving, all the aspect as I describe in point 1 is necessary to measure going forward.

What do you suggest in choosing the right technology tool to support every business requirement?
The way electronic/IT consumer products are moving, e-Commerce is the key to reach maximum consumers, either national e-Tail like amazon/flipkart or domestic e-Tail like mdcomputers.com/XRIG.com/MVP.in everyone is trying their best to optimise the online platform to bring on the platform. AI related Softwares are helping them to find about consumer behaviour, their buying patterns, their liking etc. to make buyer experience great and buyer should be happy with their purchase.

What is your advice to upcoming leaders in this position while unlocking new opportunities?
I would advice that there is no short-cut, one have to deep dive in to the products & their Job what they want to admire. One has to be up to date with the market knowledge, listen to team, do the things patiently. Always be a learner and lead by examples. Always use "We" rather I when you are working in a team.

Deepak Gupta, Country Head - SEA, ZOTAC Technology
After completing MBA from Lucknow University, Deepak has transformed Graphics Card market in India. He has not only managed to develop the market, but he also set his brand around it by applying contemporary strategies.